滨州旅游资源比较丰富，类型多种多样；自然旅游资源生态环境独特，开发潜力巨大；人文旅游资源文化品位高，开发前景广阔。目前开发存在着营销宣传力度不够，旅游形象模糊；区域经济发展总体水平不高，区域差异大；旅游资源总量少，总体吸引力不强，特色不突出，高品位资源缺乏等问题。本文综合运用USP理论，定位理论，把关人理论，整合营销传播理论等传播学理论，提出了如何以山东省旅游局推出“好客山东”为契机，牢固树立滨州的旅游广告形象，使滨州成为山东省内的重要旅游目的地的问题。笔者分别从滨州市旅游资源现状分析、滨州市旅游竞争力优劣势、滨州市旅游总体推广方案、滨州市旅游资源开发的传播策略等四个方面进行了深入的分析，其中第四个方面是重点，笔者认为要进行滨州市旅游资源开发的传播策略，要做好以下三点的努力，它们分别是建立良好的城市广告形象、充分发挥导游的“把关人”功能和充分应用整合营销传播理论在旅游目的地进行统一整合资源，提升滨州市旅游资源的统一竞争力。从而大力提升滨州市旅游资源的知名度，使滨州成为山东省内的重要旅游目的地。
关键词：滨州；旅游资源现状；传播策略；整合营销；
The Binzhou resources in the state City present condition and dissemination strategy analysis
Abstract
The Binzhou tour resources is more abundant and the type be varied;Nature tour resources ecosystem the environment be special， development the potential be huge;The resources cultural of the humanities tour personal status Gao， development foreground vast.Currently development existence marketing publicity the strength be not enough， tour image misty;The development total level of the district economy not Gao， district difference big;Tour resources the total amount be little and the total ttraction be not strong， the special features be not outstanding， and the Gao personal status resources lack etc. problem.This text put forward how with Shandong province tour the bureau release "hospitality Shandong" for chance， firm set up Binzhou of tour advertisement image， make the Binzhou become Shandong province inside of importance tour destination of problem， writer difference from the Binzhou City tour resources present condition analysis， the Binzhou City tour competition ability good and bad power， the Binzhou City tour total expansion project， the Binzhou City tour resources development of dissemination strategy etc.4 carried on thorough of analysis， among them 4 be a point， the writer think to carry on Binzhou is tour resources development of dissemination strategy， work well the following 3:00 of effort， they respectively is establishment good city advertisement image， full exertive the guide's"guard a pass a person" function and full application integration marketing dissemination theories at tour the destination carry on unifying integration resources and promote the Binzhou City tour unify of resources competition ability.The popularity thus and strongly promoting the Binzhou City tour resources， make the Binzhou become Shandong province inside of importance tour destination， make tour Mu since then， satisfaction but return.
Key words:Binzhou; Tour resources present condition; Dissemination strategy;Integration marketing;
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