海南影视主题旅游营销策略分析——以冯小刚电影公社为例
|
摘要
指出了海南省因其优越的自然环境吸引着来自国内外的游客前来观光度假,而影视剧制作者正在将其转化为影视资源发挥强大的旅游功效。影视旅游在海南仍处于初级发展阶段,营销是关键。研究了冯小刚电影公社的营销策略,梳理其自成立以来开展的一系列营销活动,分析其营销战略和方法,结合游客接待情况探讨了其营销策略的实施效果。以期为更好地发挥影视旅游的魅力提供现实依据,同时也是对个性影视旅游项目有效营销策略的尝试性探索。
In this paper,we pointed out thatHainan Province attracts tourists from home and abroad to come to sightseeing because of its superior natural environment,and the film and television producers are transforming this into film and television resources to play apowerful tourismeffect.Film and television tourism in Hainan is still in the primary stage of development,thus the marketing is the key.This article discussed the marketing strategy of Feng Xiaogang Film Corporation,analyzed their marketing strategies and methods by combing a series of marketing activitiessince its inception,and studied theimplementation effectsof the marketing strategies combined with tourist reception.The research wouldnot onlyprovide a realistic basis for better playing the charm of film and television tourism,but also be an attempt to explore the effective marketing strategy of individual film and television tourism projects.
In this paper,we pointed out thatHainan Province attracts tourists from home and abroad to come to sightseeing because of its superior natural environment,and the film and television producers are transforming this into film and television resources to play apowerful tourismeffect.Film and television tourism in Hainan is still in the primary stage of development,thus the marketing is the key.This article discussed the marketing strategy of Feng Xiaogang Film Corporation,analyzed their marketing strategies and methods by combing a series of marketing activitiessince its inception,and studied theimplementation effectsof the marketing strategies combined with tourist reception.The research wouldnot onlyprovide a realistic basis for better playing the charm of film and television tourism,but also be an attempt to explore the effective marketing strategy of individual film and television tourism projects.
引文
[1]王磊,刘洪涛.旅游营销的新观念:旅游目的地营销[J].旅游科学,1998(4):28~44.
[2]周慧颖,黄远水.影视作品对旅游业发展的促进作用[J].桂林旅游高等专科学校学报,2005(3):60~63.
[3]刘滨谊,刘琴.中国影视旅游发展的现状及趋势[J].旅游学刊,2004(6).
[4]孟铁鑫,袁书琪.我国影视城的旅游开发研究[J].资源开发与市场,2006(3).
[5]李力.海南国际旅游岛发展影视产业的现状及相关策略研究[J].金融经济,31~33.
[6]王红,吴鸿,商利梅.海南省影视旅游资源的开发[J].济宁学院学报,2008.
[7]冯建章.海南影视主体性构建——海南建设国际影视旅游产业基地发展及对策研究[J].电影评价,2013(5):11~14.
[8]姚德蓉.南海影视城以影视文化打造旅游品牌[N].中国旅游报,2003-02-19.
[9]隋春花.影视旅游对旅游景区影响的探讨[J].韶关学院学报,2008(11):25~27.
[10]潘丽丽.影视拍摄地对外景地旅游发展的影响分析:以浙江新昌、横店为例[J].经济地理,2005,25(6):928~932.
[2]周慧颖,黄远水.影视作品对旅游业发展的促进作用[J].桂林旅游高等专科学校学报,2005(3):60~63.
[3]刘滨谊,刘琴.中国影视旅游发展的现状及趋势[J].旅游学刊,2004(6).
[4]孟铁鑫,袁书琪.我国影视城的旅游开发研究[J].资源开发与市场,2006(3).
[5]李力.海南国际旅游岛发展影视产业的现状及相关策略研究[J].金融经济,31~33.
[6]王红,吴鸿,商利梅.海南省影视旅游资源的开发[J].济宁学院学报,2008.
[7]冯建章.海南影视主体性构建——海南建设国际影视旅游产业基地发展及对策研究[J].电影评价,2013(5):11~14.
[8]姚德蓉.南海影视城以影视文化打造旅游品牌[N].中国旅游报,2003-02-19.
[9]隋春花.影视旅游对旅游景区影响的探讨[J].韶关学院学报,2008(11):25~27.
[10]潘丽丽.影视拍摄地对外景地旅游发展的影响分析:以浙江新昌、横店为例[J].经济地理,2005,25(6):928~932.