历城集团极地海洋世界项目品牌建设研究

发布时间：2018-02-27 16:02

本文关键词： 旅游行业品牌建设品牌定位　出处：《大连理工大学》2009年硕士论文　论文类型：学位论文

【摘要】： 随着市场成本透明、技术共享、服务趋同、市场营销手段高度克隆,品牌正逐步成为市场争夺者的制高点。在竞争日益激烈的旅游行业,企业的品牌建设也日显重要。如如何打造旅游服务业品牌,成为企业首要需要解决的棘手问题。作为极地海洋世界旅游项目业的航母级企业,历城集团迫切需要打造其旅游品牌。通过明确的旅游品牌定位,使旅游者深刻感受旅游项目,从而形成稳定的消费群体,为企业创造更大的经济效益。本文依据市场营销学等理论跨架,结合历城集团品牌建设的实际情况,运用理论联系实际的分析方法,从解决历城集团极地海洋世界项目品牌建设存在的问题入手,由项目环境分析、项目市场决策分析,对该集团极地海洋世界项目的品牌定位、品牌建设进行系统的研究,确定历城集团极地海洋世界项目的品牌定位,提出适合该企业品牌发展的品牌建设策略,并进步提出品牌管理策略,从而提升市场竞争力。本研究有助于历城集团认清本企业品牌建设各方面所存在的问题,能够根据市场需求及自身情况,研究和制定适合其极地海洋世界项目特点和条件的具有战略性的品牌规划和实施对策。
[Abstract]:With transparent market costs, technology sharing, convergence of services, highly cloned marketing tools, brand names are gradually becoming the commanding heights of market contenders. Brand building of enterprises is also becoming more and more important, such as how to build the brand of tourism service industry, which becomes the thorny problem that enterprises need to solve. As a carrier class enterprise in the polar ocean world tourism industry, Licheng Group urgently needs to build its tourism brand. Through a clear positioning of the tourism brand, tourists can feel the tourism projects deeply, thus forming a stable consumer group. For the enterprise to create greater economic benefits. According to the theory of marketing, combining with the actual situation of the brand construction of Licheng Group, this paper applies the analytical method of combining theory with practice, starting with solving the problems existing in the brand construction of the polar ocean world project of Licheng Group. From the project environment analysis, the project market decision analysis, carries on the systematic research to this group polar ocean world project brand positioning, the brand construction, determines the Licheng group polar sea world project brand position, The brand construction strategy suitable for the brand development of the enterprise is put forward, and the brand management strategy is advanced to enhance the market competitiveness. This study is helpful for Licheng Group to recognize the problems existing in all aspects of brand construction, and to be able to meet the market needs and their own conditions. To study and formulate strategic brand planning and implementation countermeasures suitable for the characteristics and conditions of the Polar Ocean World Project.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F592;F273.2

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