公共关系在旅游地景区品牌建设中的实用研究毕业.docxVIP

公共关系在旅游地景区品牌建设中的实用研究摘要改革开放以来，国内的旅游业飞速发展，景区品牌建设理论也随之出现，观之武当山“道教名山”品牌形象的建立传播所获得的成功，更多的景区希望通过景区品牌的建设，树立有别于其他景区的标志，提升景区的竞争能力，推动景区健康发展并延长景区生命期，所以使用合适有效的方法建设景区品牌成为重中之重。公共关系系统作为塑造组织形象的新兴科学在各类企业中早已被广泛应用，由于景区这一公关主体和受众游客的独特性以及传播方式与一般企业品牌传播的差异性，为公共关系的运用提供了巨大的发展空间。文章通过对公共关系系统的定义和传播方式的理论解析和实际研讨，以景区品牌建设为中心，结合实际案例，研究了景区公关活动的作用、方法及传播策略。主题词公共关系景区品牌传播策略The practical research of Public relations in tourist scenic spot brand buildingAbstractSince the reform and opening, domestic tourism rapid development, scenic spot brand construction theory also appears, the view of mount WuDang Taoism mountains brand image the establishment of success, which spread more scenic area hope that through scenic spot brand construction, set apart from other scenic spot signs, ascension of scenic competition ability, promoting the healthy development of scenic spots and extend scenic spot, so use the appropriate life span of effective method to build scenic brand become priority. Public relations system as shaping the emerging science organization image in all kinds of enterprises have been widely applied in the public relations, due to the scenic spot the uniqueness of the subject and the audience tourists and mode of transmission and general enterprise brand spread, the differences of the use of for the public relations with a huge development space. Based on the definition of public relations system and mode of transmission of theoretical analytic and actual discussion to scenic spot brand construction as the center, the actual case, the scenic spot pr activities function, method and communication strategy. Keywords public relationship，brand of scenic spot，spread，strategy目录1.绪论41.1研究的缘起和意义41.2论文研究方法42.基本理论52.1景区品牌定义52.2公共关系的定义52.3公共关系原则63.景区品牌建设中公关的作用及传播方式63.1公共关系在景区品牌建设中的作用63.2景区品牌建设中公关传播的方式84.景区品牌公关传播策略及建议94.1公关广告策略104.2节庆活动策略104.3公关新媒体策略114.4危机公关策略114.5网络公关策略124.6景区品牌建设中公关应用的建议124.结语13参考文献141.绪论1.1研究的缘起和意义随着改革开放以来旅游业的飞速发展，旅游逐步成为当今社会的一种基本生活方式。截止2009年底，中国旅游业增加值占GDP的比重已经超过了4％，旅游业对经济增长的拉动日益明显。与此同时，在市场经济条