灵山佛教旅游文化品牌建设研究

发布时间：2018-04-14 13:27

本文选题：灵山佛教文化 + 旅游品牌建设　；参考：《哈尔滨理工大学》2014年硕士论文

【摘要】：随着旅游业竞争的日趋白热化以及消费者消费行为的日渐成熟,打响品牌已然成为当下各景点用以吸引顾客同时借以维护游客的强有力武器。旅游景点要想在激烈的市场竞争中取得先机进而占有一席之地,只有持续改进品牌建设,打造出强势优质品牌,才能发挥自身特有优势。经过接近二十年的建设发展,灵山佛教文化旅游呈现出游客数量不断增长、园区规模不断扩大、员工管理水平和服务质量不断提升的良好态势。为了适应当前情势下更为激烈的市场竞争,迎合新时期游客更为多样化的文化和旅游需求,构筑优势明显、独具特色的品牌景点已成为灵山佛教文化旅游的一个理性的必然抉择。因此,如何扬己之长,制定出一套有灵山特色的行之有效的品牌建设策略,已成为摆在灵山建设者面前的一个值得深入探究的重要课题。本文深入剖析了灵山佛教文化旅游品牌建设的必要性和紧迫性,对品牌建设进行了理性的思索,提出了相应的发展路径和对策,旨在为灵山佛教文化旅游的品牌建设提供一个符合自身发展实际且据可操作性的参考路径,进而提升其核心竞争力,打造强势优势品牌。首先,论文对旅游景点品牌的概念和运营特征进行了归纳总结,通过对旅游景点品牌经营与产品经营的相互比较,指出了景点品牌建设的侧重点,并从景点自身、游客以及社会三方面分析了实施品牌建设的必要性和重要意义。其次,本文对灵山品牌建设现状进行了概述,运用SWOT分析方法得出目前品牌建设中存在的优势、劣势、机会和威胁,为下一阶段提出品牌建设对策提供了强有力的现实依据。最后,论文针对性地提出了品牌建设的具体对策：通过准确定位、优质服务、打造独有特色、科学管理、有效宣传以及适当的品牌扩张,塑造独树一帜的品牌形象,建立起具有较强竞争力的知名度的优质文化旅游品牌。
[Abstract]:With the increasingly fierce competition in tourism and the increasingly mature consumer behavior, brand name has become a powerful weapon to attract customers and maintain tourists.If the tourist attractions want to win the first opportunity and then occupy a place in the fierce market competition, only by continuously improving the brand construction and creating a strong and high quality brand, can they bring their own unique advantages into play.After nearly 20 years of construction and development, Lingshan Buddhist cultural tourism shows a good situation of increasing number of tourists, expanding the scale of the park, improving the staff management level and service quality.In order to adapt to the more intense market competition in the current situation and to cater for the more diversified cultural and tourist needs of tourists in the new period, the advantages are obvious.Unique brand scenic spot has become a rational and inevitable choice for Lingshan Buddhist cultural tourism.Therefore, how to develop a set of effective brand construction strategy with Lingshan characteristics has become an important subject worthy of further exploration in front of the builders of Lingshan Mountain.This paper deeply analyzes the necessity and urgency of the brand construction of Lingshan Buddhist culture tourism, makes rational thinking on the brand construction, and puts forward the corresponding development path and countermeasures.The purpose of this paper is to provide a reference path for the brand construction of Lingshan Buddhist cultural tourism in accordance with its own development reality and maneuverability, and then to enhance its core competitiveness and to create a strong dominant brand.First of all, the paper summarizes the concept and operating characteristics of tourist attractions brand, through the comparison between brand management and product management, points out the focus of scenic spot brand construction, and from the scenic spot itself,Tourists and society analyze the necessity and significance of brand construction.Secondly, this paper summarizes the current situation of Lingshan brand construction, and obtains the strengths, weaknesses, opportunities and threats in brand construction by using SWOT analysis method, which provides a strong practical basis for the next stage of brand building countermeasures.Finally, the paper puts forward the specific countermeasures of brand construction: through accurate positioning, high quality service, unique characteristics, scientific management, effective publicity and appropriate brand expansion, to create a unique brand image.Establish a strong competitive reputation of high-quality cultural tourism brand.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7

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