I 摘要 “旅游为体，文化为魂”，文化旅游产业的发展需要重视文化的作用。对于邯 郸市而言，丰富的历史文化既是旅游文化产业发展的基础，同时也是解决旅游产业 同质化严重的重要突破口。邯郸市作为一个历史文化名城，其旅游业的发展更需要 挖掘文化的内涵，运用文化传播理论拓宽文化营销的思路，运用文化唤醒城市旅游 产业的蓬勃生机。基于此，本文以文献综述法、问卷调查法和案例分析法为研究方 法，以邯郸市城市旅游文化发展为切入点，以 A 旅游公司的营销策略为研究内容， 从文化传播理论中汲取发展动力，找准方向，准确定位，以自身发展为邯郸市旅游 产业的繁荣贡献一份力量。 首先，本文介绍文化传播、旅游文化营销等相关概念和理论，了解了拉斯韦尔 5W 模型——“传播者-传播内容-传播媒介-传播对象-传播效果”的框架，并深入研 究了文化传播理论对旅游文化营销的促进作用。其次，针对 A 公司的营业规模、 业务范围、产品营销策略、渠道策略和促销策略等内容进行分析，了解 A 公司营 销现状。第三，对 A 公司面对的旅游文化营销基础环境进行细致分析，了解分析 A 公司的旅游资源环境、经济环境和政策环境，并对 A 公司的竞争对手进行分析， 把握 A 公司旅游文化营销的方向。第四，采用问卷调查法，调查分析了游客基本 情况和行为特征、游客对 A 公司旅游服务和营销的体验满意度等内容，把握旅游 文化营销的效果，并挖掘其中存在的问题。最后，以 5W 模型为指导，分析 A 公 司客源市场需求，做好目标市场分析和市场定位，确定 A 公司营销战略，对邯郸 市 A 公司的品牌形象定位、差异化产品与服务策略、渠道策略及促销策略等进行 合理设计，以求为旅游公司文化旅游业务的营销提供可供借鉴的发展路径。 关键词：文化传播；旅游文化营销；拉斯韦尔 5W 模型；品牌形象；网络营销Abstract II Abstract "Tourism is the body, and culture is the soul ".The development of cultural tourism industry needs to attach importance to the role of culture. For Handan City, rich history and culture is not only the foundation of the development of tourism culture industry, but also an important breakthrough to solve the serious homogenization of tourism industry. As a famous historical and cultural city, the development of tourism in Handan needs to excavate the connotation of culture, use the theory of cultural communication to broaden the thinking of cultural marketing, and use culture to awaken the vitality of urban tourism industry. Based on this, this paper takes the literature review method, questionnaire survey method and case analysis method as the research method, takes Handan city tourism culture development as the breakthrough point, takes the A tourism company marketing strategy as the research. content, draw the development motive force from the theory of cultural communication, find the right direction accurate positioning, and contribute to the prosperity of Handan tourism industry with its own development. First of all, this paper introduces the related concepts and theories of cultural communication, tourism cultural marketing, and understands the framework of laswell 5W model — "communicator-communication content-media-communication object- communication effect ", and deeply studies the promotion effect of cultural communication theory on tourism cultural marketing.Secondly, analyze the business scale, business scope, product marketing strategy, channel strategy and promotion strategy of A company, and understand the marketing status of A company. Third, make a detailed analysis of the basic environment of tourism culture marketing faced by A company, understand and analyze the tourism resource environment, economic environment and policy environment of A company, and analyze the competitors of A company to grasp the direction of tourism culture marketing of A company. Fourth, using the questionnaire survey method, the survey and analysis of the basic situation and behavior characteristics of tourists, tourists to A company tourism services and marketing experience satisfaction and other content, grasp the effect of tourism culture marketing, and mining the existing problems. Lastly, under the guidance of 5 W model, we analyze A company's customer market demand, do a good job of target market analysis and market positioning, determine A company's marketing strategy, and make a reasonable design of Handan A company's brand image positioning, differentiated products and serviceIII strategy, channel strategy and promotion strategy, so as to provide a tourism company's cultural tourism business marketing. Keywords:Cultural communication; Tourism culture marketing; Raswell 5W model; Brand image; Network marketing目 录 IV 目 录 摘要...............................................................................................................................I Abstract.............................................................................................................................II 第 1 章 绪论.....................................................................................................................1 1.1 研究背景与意义 .................................................................................................1 1.1.1 研究背景 ...................................................................................................1 1.1.2 研究意义 ...................................................................................................2 1.2 国内外研究现状 .................................................................................................2 1.2.1 旅游文化传播理论的国内外研究现状 ...................................................2 1.2.2 旅游文化营销的国内外研究现状 ...........................................................3 1.2.3 研究述评 ...................................................................................................5 1.3 研究方法和内容 .................................................................................................5 1.3.1 研究方法 ...................................................................................................5 1.3.2 研究内容 ...................................................................................................6 1.4 创新点和技术路线 .............................................................................................7 1.4.1 本文的创新点 ...........................................................................................7 1.4.2 技术路线 ...................................................................................................7 第 2 章 旅游文化传播与文化营销相关理论概述.........................................................9 2.1 旅游文化传播 .....................................................................................................9 2.1.1 文化传播及旅游文化传播的概念 ...........................................................9 2.1.2 旅游文化传播相关理论 ...........................................................................9 2.1.3 拉斯韦尔 5W 模型下旅游文化传播的要点 .........................................10 2.2 旅游文化营销 ...................................................................................................12 2.2.1 旅游文化营销的内涵 .............................................................................12 2.2.2 旅游文化营销的主要内容 .....................................................................13 2.3 文化传播理论在旅游文化营销中的作用 .......................................................14 2.3.1 明确旅游文化营销的关键点 .................................................................14 2.3.2 影响旅游者认知和决策结果 .................................................................15 2.3.3 与旅游目的地旅游形象的建立相辅相成 .............................................16 第 3 章 邯郸市 A 公司旅游文化营销的现状分析......................................................17 3.1 A 公司的发展概况 ............................................................................................17目 录 V 3.2 A 公司的旅游产品与服务开发 ........................................................................18 3.2.1 邯郸市大众旅游精品路线 .....................................................................18 3.2.2 旅游配套服务 .........................................................................................20 3.3 A 公司的营销现状 ............................................................................................21 3.3.1 产品营销策略现状 .................................................................................21 3.3.2 渠道营销策略现状 .................................................................................21 3.3.3 促销策略 .................................................................................................22 第 4 章 邯郸市 A 公司旅游文化营销的环境分析......................................................25 4.1 A 公司的宏观环境分析 ....................................................................................25 4.1.1 旅游资源环境分析 .................................................................................25 4.1.2 经济环境分析 .........................................................................................27 4.1.3 政策环境分析 .........................................................................................27 4.2 A 公司的竞争环境分析 ....................................................................................28 第 5 章 邯郸市 A 公司营销效果评价及存在问题分析..............................................31 5.1 评价目的和方式 ...............................................................................................31 5.1.1 评价目的 .................................................................................................31 5.1.2 评价方式 .................................................................................................31 5.2 评价结果分析 ...................................................................................................32 5.2.1 游客特征调查结果分析 .........................................................................32 5.2.2 游客对 A 公司旅游营销服务的满意度调查结果分析 ........................35 5.3 评价过程反映出的营销问题分析 ...................................................................41 5.3.1 旅游产品单薄、识别度低，游客个性化需求难以满足 .....................41 5.3.2 旅游体验较差，营销服务匹配不足 .....................................................41 5.3.3 品牌形象不够鲜明，缺乏有效的品牌形象传播载体 .........................42 5.3.4 网络营销意识不强，促销方式较为简单粗放 .....................................42 第 6 章 基于文化传播理论的 A 公司旅游文化营销策略分析..................................43 6.1 A 公司的目标市场选择 ....................................................................................43 6.2 A 公司的营销战略定位 ....................................................................................44 6.3 A 公司品牌形象定位 ........................................................................................44 6.4 A 公司营销组合策略 ........................................................................................45 6.4.1 差异化产品和服务营销策略 .................................................................45 6.4.2 渠道策略 .................................................................................................47 6.4.3 促销策略 .................................................................................................48 结 论.............................................................................................................................49目 录 VI。。。。。。以下内容略