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基于USP理论的省区旅游口号评价
发表时间：2015-06-30 浏览量：2160 下载量：1017
| 全部作者： | 樊小敏，陈婧，林瑶云，李山 |
| 作者单位： | 华东师范大学地理科学学院，地理信息科学教育部重点实验室 |
| 摘 要： | 优化了前人提出的独特卖点（unique selling proposition，USP）理论，在其5类划分标准的基础上，将其中的第2类细分为4个亚类，并据此对我国34个省区的旅游口号进行分类。分析表明：第1类口号较多使用褒义词汇，但没有体现旅游地的价值命题，例如安徽、吉林和山西；第2类口号具有普通的价值命题，但不具唯一性，例如新疆、广西等18个省区，进一步可细分为隐内涵、多命题、泛修饰、弱关联等4个亚类；第3类口号具有唯一的价值命题，且不考虑目标市场利益，例如浙江、海南等8个省区；重庆、上海、香港和台湾的口号属于第4类，具有突出吸引力，宣传效果较好，值得借鉴；第5类口号没有特别涵义，内容含糊不清，例如澳门。在此分类的基础上，对各省区旅游口号进行评价，进而提出改进建议。 |
| 关 键 词： | 人文地理学；旅游形象；独特卖点理论；旅游营销；广告口号 |
| Title： | Evaluation of provinces’ tourism slogans based on USP theory |
| Author： | FAN Xiaomin, CHEN Jing, LIN Yaoyun, LI Shan |
| Organization： | Key Laboratory of Geographic Information Science, Ministry of Education, School of Geographic Sciences, East China Normal University |
| Abstract： | The paper optimized the improved unique selling proposition (USP) theory previously proposed. Based on the 5 classes of division standard, the second class can be subdivided into 4 subclasses which is the basis of standard to categorize 34 provinces’ tourism slogans in China. The analysis results show that the first class of slogans are commendatory words, which reflect no proposition of the tourism destination image, such as Anhui, Jilin and Shanxi’s. The second class of slogans have common proposition, but not unique, such as Xinjiang, Guangxi autonomous regions and other 18 provinces. which can further subdivide into 4 subclasses, namaly hidden intension, propositional, pan modification, weak association. The third class of slogans have unique proposition and take no consideration of the target market interest, such as Zhejiang, Hainan and other 8 provinces. Slogans in areas of Chongqing, Shanghai, Hong Kong, Taiwan belong to the fourth class with prominent attraction and good propaganda effect which are worth learning. The fifth class of slogans have no special meaning and ambiguous, such as Macao. The paper gives the evaluation and suggestions for improvement based on the classification. |
| Key words： | human geography; tourism image; unique selling proposition theory; tourism marketing; advertising slogan |
| 发表期数： | 2015年6月第12期 |
| 引用格式： | 樊小敏，陈婧，林瑶云，等. 基于USP理论的省区旅游口号评价[J]. 中国科技论文在线精品论文，2015，8（12）：1297-1304. |
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