Research On Suzhou Tourism Advertising In CCTV

At the end of last century,Weihai launched the first city in the CCTV advertising,and advertising into the image of the city road,after entering in twenty-first Century,along with the process of China City,667 city in China to spread through various means,promote city's own tourism resources.A good image of the city,can bring potential economic value and social value to the city at the same time,China rapid economic development,so that every city are eager to create a unique charm,showing great economic rise space,so many in the city through the mass media in the wide spread of propaganda,hope city outstanding brand image more excellent.However,in the process of urban brand advertising,the lack of creativity makes the assimilation and homogenization of advertisements abound,and the unique personality and charm of the city can not be fully demonstrated and reflected.Suzhou East Shuicheng brand image landing CCTV-4 Chinese international channel,opened the international brand communication journey.Mention Suzhou,people naturally think of "a paradise under Jervois" this sentence,thus,in the history of Suzhou is a thriving and prosperous place,2500 years of city history,established Suzhou unique regional culture of Wu culture,whether landscape,building,embroidery or carving,revealed in steeped in history,at the same time,Suzhou also exudes elegant beauty.Suzhou rich tourism resources so that tourism is the city,that is,the development of the concept of tourism as early as 2003 was identified,since Suzhou is also an international metropolis image to the world.In 2009-2014 years,60 anniversary of the founding of Shanghai in 2009,2010 World Expo,2014 Nanjing Youth Olympic Games in Suzhou to create "Oriental Shuicheng deep paradise Suzhou",to further realize the internationalization of city image upgrade provides an opportunity,especially the Youth Olympic Games in Nanjing,Shanghai,World Expo,located in the core area of Yangtze River Delta the Suzhou is a golden opportunity,Suzhou also fully seize this opportunity,Suzhou development has taken a leap of step.The next few years,Suzhou should continue to increase the intensity of international communication,cultural tourism city of Suzhou international metropolis image will become increasingly clear.The author of the research in Suzhou in the CCTV advertising as the research object,in the depth of mining in Suzhou based on the tourism resources,from the advertising theme selection,advertising,advertising,advertising effect,improvement suggestions of progressive layers,attempts to explore the feasibility in terms of production,delivery and other.The way for future city tourism advertisements and effective way.This thesis consists of six parts.The first part is introduction,including the research background,research significance,research summary and main concepts,and is the basic part of the research.The second part is the overall analysis of the image of Suzhou city.According to the Suzhou cultural environment,tourism resources and other aspects of the overall image of Suzhou,to analyze,to pave the way for the next chapter leads to the "Oriental Shuicheng" advertising theme;the third part is the analysis of water resources in Suzhou and the history of Suzhou on the basis of brand positioning,determine the Suzhou "Oriental Shuicheng" advertising theme the status quo in the spread of CCTV,Suzhou tourism advertising and analysis emphatically,the tactics of brand positioning,from Suzhou city in the CCTV advertising media strategy,brand strategy,target market positioning strategy in four aspects,which focuses on CCTV channel selection,advertising time,advertising distribution,celebrity endorsements and other key strategies and methods;the fourth part is the analysis of Suzhou tourism advertising marketing effect,divided into the dissemination effect and economic effect,the spread effect by Network survey,obtain first-hand information,and using the method of data analysis,in-depth analysis of advertising affects the user of Suzhou tourism brand impression and economic effect after delivery;the main reference data,through the change of Suzhou tourism and the number of the economy in recent years,analysis of the impact of advertising on Suzhou tourism;remarkable achievements in Suzhou transportation,hotel and the water pollution treatment at the same time because the hardware aspects of the advertising caused are expounded in this chapter.The fifth part based on the empirical analysis,analysis of the existing problems in Suzhou tourism advertising,and on this basis,put forward the improvement measures,formulate advertising new advertising creative advertising theme,which has become the most important aspect of Suzhou tourism advertising is improved,with the recent user travel mode change,the depth of travel,leisure travel tourism has become the choice for enthusiasts,the concept of a single "Oriental Shuicheng" can not satisfy these needs,so in this chapter put forward the innovation of the product of Soviet style slow life "of the new advertising theme concept,and around the idea of advertising performance,provide guidance and practical methods for city tourism advertising in the future;the sixth part is the prospect of Suzhou city tourism development of advertising,from Internet plus,VR,artificial intelligence technology three Expansion analysis,in which the artificial intelligence technology will become the new growth point and outbreak point of the future tourism advertisement.The last part is epilogue.