【作者】 李梅；

【导师】 马向阳；

【作者基本信息】 天津大学 ， 企业管理， 2009， 硕士

【摘要】 旅游是一种预消费产品。消费者不能像传统型的消费活动一样可以直观地挑选商品并在付款后形成快速消费。因此购买过程中旅游产品的品牌对消费者购买决策的影响尤为重要。在当今激烈的旅游市场竞争中,形象塑造已成为旅游目的地占领市场制高点的关键。如何塑造旅游品牌和形象并向消费者充分有效地传播,成为目前旅游业亟待解决的问题之一。拉萨作为一个高原城市，是一具有特殊地域类型的旅游城市。旅游业作为拉萨经济发展的主力，具有广阔发展前景，目的地品牌化正是拉萨城市旅游发展的必由之路。本文的拉萨旅游品牌整合营销分四步进行：一、通过对拉萨旅游业打造品牌的条件进行SWOT分析，总结出拉萨打造旅游品牌的有利条件及应该加强的软硬件。二、对拉萨旅游品牌进行定位，即通过对拉萨城市形象的“地格”进行分析，包括都市自然地理特征、城市历史文化特征、民俗风情因素的研究，以及拉萨旅游客源市场的受众调查这三方面的因素的综合分析。识别、提炼出拉萨市旅游形象的主导性特征。从旅游市场角度而言，则是为了让拉萨市在旅游市场中具有鲜明的个性身份识别，在同其它都市的竞争中突显出来。三、对拉萨旅游品牌进行包装——CIS设计，得出形象具体的旅游品牌——“高原明珠，雪域圣地”。四、拉萨旅游品牌的营销及售后服务管理。由于旅游业自身的特殊原因，需要政府全力主导旅游目的地整体营销。硬环境改造与软环境提升，是增强拉萨城市旅游综合吸引力和竞争力的重要途径。旅游品牌营销就是调动整个都市旅游要素协同实现旅游发展目标的过程。本篇论文的主要成果体现在：1.针对目前拉萨市尚缺乏独特鲜明、个性化的品牌的弊端，运用CIS战略对拉萨市旅游形象进行了设计，因此现实性和实用性是本文的特色之一。2.通过对拉萨旅游前景的SWOT分析,对拉萨旅游品牌构建进行了可行性和必要性分析。3.对拉萨旅游品牌从定位、包装、营销、售后服务管理四个方面进行整合营销。更多还原

【Abstract】 Tourism is a pre-consumer product. Consumers can not be as traditional as theconsumption of goods can be selected directly in the rapid formation of consumerpayment. Therefore, the brand impact is particularly important to consumers.In nowadays, the market competition of Tourism is fierce. So image-building hasbecome very important. How to shape the image of tourism and the consumer brandand the effective dissemination is all tourism enterprises must to solve。Lhasa City as a city at plateau, which has the special features of an area of land .Tourism plays an important role in the economic development of Lhasa, which has thevast development prospects. Destination branding is the only way of Lhasa citytourism development.Integrated marketing communication on urban travel brand is structured fourparts. First, to conclude the Software/Hardware that create favorable conditions fortourism and brands ,which should be strengthened by the SWOT analysis onconditions that the building of Lhasa brand based on. Second, throng placealityanalysis (including characteristics of city physical geography of city history culture,ofmodern city folk custom),scholars’Lhasa city image analysis, and investigation oftourism market demand, an analysis of image is made so as to identify and refinepredominant characteristic of the city tourism image. To identify, extract the LhasaCity Tourism dominant characteristics of the image. From the angle of tourism market,the analysis aims at making the Lhasa city have the clear character body in marketcompetition. Third, to Lhasa, packaged tourism brand - CIS design, to draw the imageof a specific brand of tourism - "Pearl of the plateau, the snow-covered the HolyLand." Fourth, Brand marketing of Lhasa City tourism and management of afterService .The special reasons of the tourism industry, require that government dominate tothe whole marketing of tourism destination. The hard environment reform and theenvironment promotion is an important path to build up synthesize competition abilityof Lhasa city tourism. Tourism destination marketing is the whole process o Lhasa’stransferring main factors to develop the tourism objectives.The main outcomes of this thesis are as follows:1. Due to the fact that Lhasa lacks unique clear brand personality, this article used the CIS strategy to design the tourism image of Lhasa. Being realistic and practical isthe important feature of this article.2. Though SWOT analysis of Lhasa Tourism prospects，this article carried out aanalysis on the necessity and possibility of building the tourism brand in Lhasa.3. This article illustrated the integrated marketing process of Lhasa tourism brandfrom positioning, packaging, marketing and after-sales service management.更多还原