基于功能要素视角的上海旅游品牌形象营销策略研究.doc

2014届毕业生 毕业论文 题 目: 基于功能要素视角的上海旅游品牌形象营销策略研究 院系名称： 专业班级： 学生姓名： 学 号： 指导教师: 教师职称： 2014年 月 日  摘 要 本文查阅了国内外相关文献和资料，运用营销学理论、管理学理论及其它相关学科理论，并适当采用调查问卷法等工具的方式，基于功能要素的视角分析上海的旅游资源等，来尝试着寻找出一条适合改善上海旅游品牌形象发展的营销策略。 本文首先在对旅游品牌形象、功能要素等相关概念的具体解释的前提下。?通过查询有关资料和问卷调查的方式了解上海目前的品牌形象和营销现状。然后通过问卷调查所反馈的数据来发现和识别上海旅游在品牌形象上存在的问题和适合的营销策略。最后，在上述分析的基础上，联系现状，来达到上海旅游形象营销提升软实力竞争的目的。通过调查所反馈的数据，建议上海市从旅游交通、服务质量、基础设施等功能要素的素视角进行统筹运作，进而提升上海市整体的形象营销水平。 关键词：功能要素 旅游品牌形象 营销策略 Title Based on the functional factors of Shanghai tourism brand marketing strategy research Abstract Promote the tourism brand image construction, Shanghai tourism important means to walk the road of independent innovation, so as to improve the international competitiveness. This article reviewed the domestic and foreign related literature and data, using the marketing theory, management theory and other related disciplines theory, and the suitable way to use the tools such as questionnaire method, based on the perspective of functional factors analysis of Shanghais tourist resources, etc., to try to find out a suitable for improve tourism brand marketing strategy of the development of Shanghai. This article first in the elements of brand image of tourism, function under the premise of related concepts such as explained. On the current status of the Shanghai tourism image marketing environment and marketing analysis, evaluate the tourist satisfaction by means of questionnaire. And then through the questionnaire survey to find and identify the Shanghai tourism marketing strategy on brand image. Finally, on the basis of above analysis, the contact status, to achieve the Shanghai tourism image marketing competition promotion purpose. Through the data survey feedback, Suggestions from the tourist traffic in Shanghai, service quality and infrastructure such as functional elements in