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Author(s): |
Yuli Zhang, School of Economics and Management at Northeast Petroleum University, Daqing, Heilongjiang, China, 163318
Xiaochun Sun, School of Economics and Management at Northeast Petroleum University, Daqing, Heilongjiang, China, 163318
Haoyu Li, China Petroleum Pipeline Corporation, Daqing Subsidiary for Petroleum and Natural Gas Transportation, Sunrise Transfer Station,Daqing, Heilongjiang, China, 163318 |
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Abstract: |
Daqing’s resource advantage has been a great leverage for the expansion of its tourism industry, making it a new growth sector and a strong drive behind the city’s tertiary industry. In recent years, Daqing municipal government has lent its support for the development and construction of new tourism projects through policies and funding, with an emphasis on the development of three major tourism brands, namely Petroleum Culture, Wetland Culture and Hot Spring Resorts. However, the city’s exclusive reliance on conventional channels for the promotion of these brands in potential markets has been hurting not only brand recognition but also the competitiveness of these brands, betraying the ultimate purpose of such a promotion. It is widely accepted that strong brand competitiveness depends not only on its own value but also the successful execution of an effective marketing strategy. Brand promotion ought to be essentially aligned with a consistent and accurate message. This thesis will study on how to use IMC practices to manage Daqing tourism brands’ promotion that could ensure such a consistent, precise identification of target markets and an integration of useful marketing channels, and that helps build an interactive communication platform and improve brand competitiveness.
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