Prague Convention Bureau

소개글

프라하의 컨벤션 뷰로 마케팅 전략에 관련 레포트 입니다.
컨벤션 산업에 관심있는 분들에게 유용한 자료가 될 것 입니다.
런던에 있는 대학의 석사과정 레포트로 우수한 성적을 받았습니다.

목차

INTRODUCTION
MARKETING PLAN
Marketing Plan Structure
Situation Analysis
Marketing strategy formulation and planning
Implementation: the tourism marketing mix
Evaluation
MARKETING COMMUNICATION TECHNIQUES
Advertising
Direct marketing
Public Relations & Media Publicity
Trade shows
CONCLUSION
Bibliography

본문내용

Marketing is the principal function and mission of destination management organizations. Indeed, marketing, convention and visitors bureaus are so intertwined that DMOs could be and, once were alternatively recognized as destination marketing organizations.Venues build links with the appropriate destination marketing organisation, be it a convention and visitor bureau or conference office, an area or regional tourist board, and a national tourism organisation.

The purpose of this research is to provide an overview of the existing research literature within the field of study of venue and destination management. It also attempts to give explanations and definitions of the key concepts and processes, which relate to the marketing plan and marketing communications techniques of a destination marketing organisation targeting the conference market for that destination. In addition, it analyses and discusses the case study, the marketing strategy of the Prague Convention Bureau, how they structure their marking plan and how they use the various communications activities. Following this introduction, the main body of the paper is presented in three major sections. The first section analyses the marketing plan for the PCB, the following section discusses the marketing communication techniques for the PCB, and the last section ends by proposing recommendations by the authors, which can help the PCB adapt more successfully as an attractive destination in the future.

참고 자료

Ridgeway, J. (2000) Direct Watch in 2000. Marketing. December. pp. 24-25.

Ries, A. and Ries, L. (2002) The fall of advertising and the rise of PR. New York: Harper Collins.

Rogers, T. (2003) Conferences and Conventions: A global industry. Oxford: Elsevier.

Shipley, D. and Wong, K.S. (1993) Exhibiting strategy and implementation. International Journal of Advertising, 12 (2). pp. 117-130.