基于国情的政策意见推动，“特色小镇建设”已经成为中国新农村建设、新型 城镇化在新时代下的“新举措、新模式”。旅游特色小镇更是中国特色小镇建设中最 热门的方向之一。随着特色小镇建设的兴起，极大带动了节庆旅游的广泛应用。但 是中国节庆旅游，普遍存在着节庆活动一次性、整合资源性差、体验性弱、品牌带 动性差等一系列问题。 21 世纪的旅游业正逐步由资源时代进入营销时代。对于蓬勃发展的中国旅游特 色小镇市场，旅游企业急需一种行之有效的市场营销方式来快速挖掘、丰富及变现 所运营的旅游特色小镇的特色旅游价值。尽管整合营销的概念，早已形成了完整的 理论系统。但是，当下社会对整合营销策略的研究，整体偏向于传播的整合营销研 究方向。特别在旅游营销领域，整合营销策略的应用及研究，普遍集中于旅游企业 合作和区域旅游合作两个维度。在节庆旅游营销的应用方面，缺乏个案的研究案例。 千岛湖狮文化艺术节的节庆旅游营销的意义:在于它有效地解决了千岛湖文渊 狮城作为一个民营资本运用的新型特色旅游小镇，在基础配套设施尚未完善、品牌 势能尚未形成的阶段，通过整合营销策略进行特色节庆旅游的打造，来丰富景区的 旅游体验，通过节庆旅游品牌带动景区品牌的提升。 本文立足于整合营销概念，通过钟育赣教授在 2016 年对整合营销进行的概念 理论框架作为分析工具，通过“交易营销和关系营销的整合策略思考”、“客户营销 和公众营销的整合策略思考”、“外部营销和内部营销的整合策略思考”、“战略营销 和战术营销的整合思考”四个维度对千岛湖狮文化艺术进行指导实践，并通过该概 念理论框架研究分析整合营销在旅游小镇的节庆旅游中成功的营销策略和理论指导 意义。 关键词：千岛湖狮文化艺术节，节庆旅游，整合营销，旅游小镇，千岛湖狮文化艺术节的整合营销策略研究 A RESEARCH ON INTEGRATED MARKETING STRATEGY OF LION CULTURE AND ART FESTIVAL OF THOUSAND ISLAND LAKE ABSTRACT Based on the policy promoting of national conditions, the “construction of characteristic towns” has become a “new measure and new mode” of China’s new rural construction and new urbanization in the new era. Tourism-featured small towns are one of the hottest directions in the construction of small towns with Chinese characteristics. With the emerging of “construction of characteristic towns”, festival tourism has been greatly promoted. However, there are a series of problems in Chinese festival tourism, such as one-off festival activities, poor integration of resources, weak experience and poor brand driving and so on. The tourist industry in the 21st century is gradually entering the marketing era from the resource era. For the booming market of China’s tourism-featured small towns, tourism enterprises urgently need an effective marketing method to quickly tap, enrich and realize the characteristic tourism value of the tourism characteristic towns they operate. Although the concept of integrated marketing has already formed a complete theoretical system. However, at present, the social research on integrated marketing strategy generally tends to integrated marketing of communication. Especially in the field of tourism marketing, the application and research of integrated marketing strategy are generally focused on two dimensions including tourism enterprise cooperation and regional tourism cooperation. In terms of the application of festival tourism marketing, there is a lack of case studies. The significance of festival tourism marketing of Thousand Island Lake Lion Culture and Art Festival lies in that when Yuan Wen Lion City in Thousand Island千岛湖狮文化艺术节的整合营销策略研究 Lake, as a new type of characteristic tourism town with private capital, is in the stage of incomplete infrastructure and brand potential energy, it creates characteristic festival tourism through integrated marketing strategies to enrich the tourism experience of scenic spots, and promotes the promotion of scenic spot brands through festival tourism brands. On the basis of the concept of integrated marketing, this paper conducts guiding practice on Qiandao Lake Lion culture and art through using Professor Zhong Yugan’s conceptual theoretical framework for integrated marketing in 2016 as an analytical tool, and four dimensions including “integration strategy thinking of trade marketing and relationship marketing”, “integration strategy thinking of customer marketing and public marketing”, “integration strategy thinking of external marketing and internal marketing” and “integration thinking of strategic marketing and tactical marketing”. This paper also studies and analyzes the successful marketing strategy and theoretical guiding significance of integrated marketing in festival tourism of tourism towns through this conceptual theoretical framework. Keywords: Lion Culture and Art Festival of Thousand Island Lake，Festival tourism，Integrated-marketing，Tourist towns;千岛湖狮文化艺术节的整合营销策略研究 目 录 第一章 绪论.............................................1 第一节 研究背景 ....................................................1 第二节 研究意义 ....................................................2 第三节 研究内容 ....................................................2 第四节 研究思路 ....................................................3 第五节 研究方法 ....................................................4 第二章 文献综述.........................................6 第一节 整合营销理论及欧亿·体育（中国）有限公司应用 ......................................6 第二节 其他欧亿·体育（中国）有限公司整合营销的应用现状 ..................................7 第三节 旅游业整合营销研究现状 ......................................8 第四节 国内外整合营销研究现状总结 .................................11 第三章 节庆旅游整合营销理论框架........................12 第一节 相关概念及理论的基础 .......................................12 一、旅游小镇..................................................... 12 二、节庆旅游..................................................... 13 三、整合营销相关理论概念......................................... 14 第二节 整合营销理论框架 ...........................................16 第三节 交易营销和关系营销的整合 ...................................17 第四节 客户营销和公众营销的整合 ...................................18 第五节 外部营销和内部营销整合 .....................................18 第六节 战略营销与战术营销整合 .....................................19 第四章 千岛湖狮文化艺术节的发展现状....................20 第一节 千岛湖狮文化艺术节举办地的项目概况 .........................20 一、项目背景..................................................... 20 二、项目定位..................................................... 21 三、业态组成..................................................... 21千岛湖狮文化艺术节的整合营销策略研究 第二节 千岛湖狮文化艺术节的旅游环境分析 ...........................22 一、千岛湖狮文化艺术节的区位条件................................. 22 二、千岛湖狮文化艺术节的客源市场分析............................. 24 三、千岛湖狮文化艺术节的周边竞品分析............................. 24 四、千岛湖狮文化艺术节的旅游资源分析............................. 25 第三节 千岛湖狮文化艺术节的执行概况 ...............................26 一、千岛湖狮文化艺术节所解决的问题............................... 26 二、千岛湖狮文化艺术节所执行的营销内容........................... 28 第五章 千岛湖狮文化艺术节整合营销策略分析..............31 第一节 千岛湖狮文化艺术节的整体定位 ..............................31 第二节 千岛湖狮文化艺术节的整合营销整体思路 ......................31 第三节 千岛湖狮文化艺术节“交易营销和关系营销”的整合策略 ........32 一、“交易营销和关系营销”的整合策略概述......................... 32 二、基于“品牌 x 游客”理念的关系营销............................. 33 三、基于“产品 x IP”理念的交易营销 .............................. 33 第四节 千岛湖狮文化艺术节“客户营销和公关营销”的整合策略 ........36 一、“客户营销和公关营销”的整合策略概述......................... 36 二、基于“场景 x 互动”理念的客户营销............................. 36 三、基于“社交 x KOL”理念的公关营销 ............................. 36 第五节 千岛湖狮文化艺术节“战略营销和战术营销”的整合策略 ........37 一、“战略营销和战术营销”的整合策略概述......................... 37 二、基于“文化占位”的战略营销................................... 37 三、基于“借势而为”的战术营销.......