对澳大利亚国家旅游品牌全球营销策略分析

悉尼奥运会的成功举办,产生了巨大的“奥运品牌效应”,带动了澳大利亚经济,推动了其树立奥运旅游的战略目标及旅游品牌营销与传播的整合。树立与推广澳大利亚国家旅游品牌全球营销策略,可加快中国旅游品牌化进程。应借鉴澳对目标市场细分,目标市场的确定以及整合各种媒体新品牌营销活动的成功经验,实施奥运阶段品牌营销策略和奥运旅游地区品牌营销策略,为中国充分利用举办北京奥运会之机,促进中国旅游向品牌化进程发展奠定基础。

An analysis of Australia's tourism brands global marketing strategies

The Sydney Olympic Game's conduction successfully,has brought about greatly"the effect of Olympic Games band",caused the development of Australian economy,promoted the conformity between its traveling goal and traveling brand marketing and the dissemination,setting up and promoting the global marketing strategy of the Australian traveling brand,may accelerate the process of Chinese traveling brand's development,should study from Australian's success exercise which subdivide the goal market,determine the goal market and integrate all kinds of media's new brand marketing activity,implement brand marketing strategy in the stage of Olympic Games and brand marketing strategy of Olympic Games area,lay the foundation to make fully use of the opportunity for China and promote the advancement development of Chinese traveling brand.