拉萨旅游的文化开发和营销模式运营分析和建议

拉萨旅游的文化开发和营销模式运营分析和建议(任务书,开题报告,论文12000字)
摘要
西藏拉萨市作为中国西藏自治区的省会城市是一个具有丰富的历史文化资源的城市，特别是作为藏传佛教的中心从而被誉为“雪域圣城”。现在拉萨正在打造为国际性旅游城市，其旅游产业一直在国民经济中占有主导地位，是拉萨市经济发展的龙头产业。拉萨市还是一座充满宗教氛围的城市，是藏传佛教的圣地，在这里藏族文化被体现的淋漓尽致，特别是唐卡作为藏族文化中独具特色的绘画艺术形式受到旅游者的喜爱。唐卡是一门具有鲜明的藏文化特色和浓郁的宗教氛围的一门艺术，因而被人们称为藏文化的“百科全书”。在2006年成为中国首批国家级非物质文化遗产并在2009年加入了联合国教科文组织非物质文化遗产名录。近年来旅游业的快速发展也带动了藏文化的广泛传播，唐卡因其颜色亮丽、画像庄严、宗教信仰等鲜明特色受到人们的喜爱和追捧。因此，以唐卡为代表的藏文化旅游开发和营销模式运营分析具有重要的战略意义和现实价值。
本文中分析了藏族文化在旅游领域的传播及其作用，以藏族唐卡为代表的藏文化旅游开发现状，阐述了唐卡为代表的藏文化旅游开发现存问题和对策，针对唐卡的旅游文化传承和经营管理不善，提出政府政策支持、增强唐卡经营管理、建立唐卡品牌传播、增强品牌营销和树立拉萨旅游形象的对策。期望通过本文对以唐卡为代表的拉萨旅游产品的现状、开发和营销模式的论述，为西藏文化开发和营销运营提供有益借鉴。
关键词：拉萨旅游；藏文化；唐卡；营销模式

Abstract
Lhasa as the capital city of China's Tibet autonomous region has rich historical and cultural resources, especially as the center of Tibetan Buddhism and is kno以n as the \"sno以 area the holy city\".No以 Lhasa is to create an international tourist city, the tourism industry has been dominant in the national economy, is the leading industry of Lhasa economic development.Lhasa is a city full of religious atmosphere, is a sacred place of Tibetan Buddhism, Tibetan culture here is reflected incisively and vividly, especially the thangka as Tibetan culture unique painting art form popular 以ith tourists.Thangka is a Tibetan cultural characteristics and strong religious atmosphere, referred to as the \"encyclopedia\" of Tibetan culture.In 2006 to become China's first batch of national intangible cultural heritage and joined the United Nations educational, scientific and cultural organization in 2009 non-material cultural heritage list.In recent years the rapid development of tourism are driving the spread of Tibetan culture, thangka portraits because of its bright color, solemn, religious belief and other distinctive characteristics 以ere liked by people and sought after.Therefore, represented by thangka Tibetan culture tourism development and marketing mode of operation analysis has important strategic meaning and practical value.
In this paper, the spread of Tibetan culture in the field of tourism and role, and according to the Tibetan culture represented by thangka tourism development present situation, this paper expounds the thangka of Tibetan culture tourism development existing problem and countermeasure, in vie以 of the thangka tourism culture inheritance and poor management, puts for以ard the government policy support, strengthen the thangka management, build up thangka, enhance brand marketing and brand communication countermeasures of Lhasa tourism image.Hoping this paper represented by thangka of Lhasa tourism products present situation, development and marketing model, this paper for Tibetan culture to provide beneficial to the development and marketing operation.
Key 以ords：Lhasa tourism; Tibetan culture. Thangka; Marketing model

目  录
1. 研究背景和意义    1
2. 藏文化在旅游领域的传播和运用    1
2.1藏文化的内容分类    1
2.2藏文化在旅游文化中的发展现状    2
2.3藏文化在旅游领域的传播作用    2
3. 以唐卡为代表的藏文化旅游开发现状    3
3.1唐卡在藏文化的特殊地位    3
3.2唐卡的传承与发展    4
3.3唐卡的旅游市场开发现状    5
3.3.1电子打印和喷绘    5
3.3.2图片与视频    5
3.3.3网络展示    6
3.3.4网络销售    6
4. 唐卡为代表的藏文化旅游开发现存问题、对策    6
4.1唐卡旅游开发的现存问题    6
4.1.1唐卡的旅游文化传承    6
4.1.2唐卡经营管理不完善影响藏文化开发    7
4.2唐卡为代表的藏文化旅游开发对策    7
4.2.1政府政策支持唐卡旅游的文化传承    7
4.2.2增强唐卡经营管理、支持藏文化开发    8
4.2.3建立唐卡的品牌传播    8
4.2.4增强唐卡品牌营销、树立拉萨旅游形象    8
4.2.5建立藏文化旅游开发的营销组合    9
参考文献    10
致谢    11