旅游目的地的影视剧植入营销模式分析  

The Marketing Mode Analysis Of Tourism Destination Based On Movie And TV Placement

作　　者：肖依斐 XIAO Yi-fei(MBAChina)

机构地区：[1]MBA中国网

出　　处：《现代广告》2018年第17期26-36,共11页Modern Advertising

摘　　要：本文通过运用营销学和广告学的相关理论，对我国目前旅游行业开始进入营销阶段进行了分析，尝试用影视剧植入的方法，分析已经出现的问题和提出发展策略，同时梳理旅游专业的相关概念，结合我国旅游产业的特点，补充西方旅游管理理论体系中由于文化差异所带来的实践中存在的不足。希望该研完成果对有志于开拓旅游目标市场的广告营销和影视机构以及旅游目的地的经营管理部门具有专业参考作用。Through the use of the relevant theories of marketing and advertising, this paper analyzes the current tourism industry in China and begins to enter the marketing stage. It attempts to analyze the problems that have arisen and propose development strategies by means of film and television drama implantation. At the same time, it sorts out the related concepts of tourism profession, and combines the characteristics of China＇s tourism industry to supplement the shortcomings in the Western tourism management theory system due to cultural differences. It is hoped that the research results will have a professional reference for the advertising marketing and film organizations and tourism management departments that are interested in exploring the tourism target market.

关 键 词：旅游 影视植入 营销 4P 

分 类 号：F590[经济管理—旅游管理]