湘西旅游地品牌营销研究
发布时间：2018-12-27 17:31
【摘要】：湘西旅游发展近十年,发展态势虽然良好,但与周边其他地区相比,在品牌意识和品牌建设方面相对不足。如何尽快摆脱这种困境,快速发展湘西旅游业,是湘西旅游急需解决的一项重要问题。品牌营销,可以短时间内迅速提高旅游目的地的知名度与美誉度,在国内、国际上树立良好的社会形象,从而助推湘西旅游业的发展,提升湘西旅游地的市场竞争力。 本文试图以湘西旅游整体利益为切入点,从政府主导开发营销的角度,探讨湘西少数民族地区区域旅游品牌营销问题。研究的范围为西部边陲区域——湘西自治州,其具有整体形象一致性和整体利益一致性的特征,是湖南唯一纳入西部开发的国家级贫困州。 论文针对特定的研究对象和研究主题,遵循实地调研和理论联系实际的基本原则及系统论研究方法,依据相关市场营销理论模型、品牌营销、公共营销、整合营销传播理论,在总结国内外品牌营销实战成功经验的基础上,通过分析大量的理论文献资料,在前人研究成果的基础上进行深入对比分析,得出四点主要结论。一是目前湘西旅游品牌营销意识淡薄,旅游产品开发与营销管理脱节,营销主体多元化导致产品营销多主题,缺少统一清晰母品牌和大品牌,文化内涵挖掘不足,产品单一,服务水平不高,同时又面临好的机遇和挑战。应该充分利用自身资源和特色文化优势,依托政策支持,采取有效措施,适时抓住机遇发展壮大自己；二是实施品牌营销是发展湘西旅游业的必然选择。湘西旅游地品牌营销战略和策略设计应以湘西丰富的旅游资源为基础,以客户和目标市场需求为导向,以个性化为原则,通过实施品牌营销,近一步促进旅游产品销售,实现湘西经济可持续发展；三是湘西旅游地品牌营销实施主体,由湘西地区的公共组织、旅游企业、社区和当地居民共同构成。公共组织包括州内各级人民政府、政府主管部门及旅游行业协会等,政府是湘西旅游营销行为的核心实施主体,行业组织和旅游企业是基本主体,社区和当地居民是补充主体；四是湘西旅游地战略品牌定位为：“神秘湘西”。围绕“神秘湘西”的品牌定位,以文化为灵魂,塑造品牌,开发一系列旅游产品,构建湘西旅游品牌新形象,建设湘西旅游新环境,重点突出优美、有序、宁静、神秘氛围。 在此基础上,论文构建了湘西旅游地品牌营销竞争战略模型,包括旅游地主体战略、旅游地定位战略和旅游地联盟战略三维战略模型。创造性提出营销战略和策略的三级实施主体。论文同时构建了五大策略营销体系,分别是品牌形象构建策略、产品策略、价格策略、渠道策略、促销策略。通过实施品牌形象构建策略,对外树立统一、清晰、鲜明的湘西旅游品牌形象。通过实施文化深度挖掘策略,在旅游产品开发上找亮点,始终突出“神秘文化”的灵魂。文章针对不同的旅游发展时期,采取不同的营销方式,在起步期,采取整合营销传播策略,借助于各种政策、网络、媒体、节事活动等进行全方位的推广宣传,迅速提高知名度。在发展期,采取事件促销策略和全民参与策略作为补充,以形成自己独特的品牌资源运营模式,最终实现旅游业的可持续发展。
[Abstract]:In the last ten years of tourism development in western Hunan, the development situation is good, but it is relatively deficient in brand awareness and brand construction compared with other areas around the world. How to get rid of this difficult situation as soon as possible, to develop the tourism of Xiangxi quickly, is an important problem to be solved urgently in the west of Hunan. The brand marketing can rapidly improve the popularity and reputation of the tourist destination in a short time, and establish a good social image in the country and the international, thus promoting the development of the tourism in the western Hunan and improving the market competitiveness of the tourism in the western Hunan. This paper attempts to probe into the marketing of regional tourism brand in the minority area of Xiangxi from the point of view of the overall interest of the tourism in Xiangxi, from the point of view of the government-led development and marketing. The scope of the study is the western fringe area _ Xiangxi Autonomous Prefecture, which has the characteristics of the overall image consistency and the overall interest consistency, which is the only national poverty that is integrated into the western development in Hunan The paper, aiming at the specific research object and the research topic, follows the basic principles of field investigation and theoretical contact practice and the system theory research method, and based on the relevant marketing theory model, the brand marketing, the public marketing and the whole marketing On the basis of summarizing the successful experience of domestic and foreign brand marketing, the author makes an in-depth comparative analysis on the basis of the previous research results by analyzing a lot of theoretical documents, and the four points are obtained. To conclude, one is that the marketing consciousness of the tourism brand in western Hunan is light and the product marketing is out of line with the marketing management, and the diversification of the marketing body leads to the multi-theme of the product marketing, the lack of the unified and clear mother brand and the big brand, the undermining of the cultural connotation, the single product of the product, the service water and the like, The level is not high, and at the same time it is at a good opportunity and challenges. It should make full use of its own resources and characteristics and cultural advantages, rely on policy support, take effective measures to seize the opportunity and develop themselves in due time, and the second is to implement the brand marketing to develop the tourism of Western Hunan Therefore, the brand marketing strategy and strategy design of the tourism in Xiangxi should be based on the rich tourism resources of the Western Hunan, and be guided by the market demand of the customer and the target. By implementing the brand marketing, the tourism product sales will be promoted in the near one step, and the economy of Xiangxi can be realized. The third is the main body of the brand marketing of the tourism in Xiangxi, which is composed of the public organization, the tourism enterprise, the community and the local residents in the western Hunan area. In the same way, the public organization includes the people's governments at various levels in the state, the government departments of government and the tourism industry association. The government is the core of the tourism marketing in Xiangxi, and the industry organization and the tourism enterprise are the basic subjects, and the community and the local residents are the complement. Charge the main body; 4 is the strategic brand of the tourism in the west of the west Hunan as: "trunk>" Mysterious Western Hunan ". Around the brand of the 鈥淢ysterious Western Hunan鈥，
本文编号：2393382
[Abstract]:In the last ten years of tourism development in western Hunan, the development situation is good, but it is relatively deficient in brand awareness and brand construction compared with other areas around the world. How to get rid of this difficult situation as soon as possible, to develop the tourism of Xiangxi quickly, is an important problem to be solved urgently in the west of Hunan. The brand marketing can rapidly improve the popularity and reputation of the tourist destination in a short time, and establish a good social image in the country and the international, thus promoting the development of the tourism in the western Hunan and improving the market competitiveness of the tourism in the western Hunan. This paper attempts to probe into the marketing of regional tourism brand in the minority area of Xiangxi from the point of view of the overall interest of the tourism in Xiangxi, from the point of view of the government-led development and marketing. The scope of the study is the western fringe area _ Xiangxi Autonomous Prefecture, which has the characteristics of the overall image consistency and the overall interest consistency, which is the only national poverty that is integrated into the western development in Hunan The paper, aiming at the specific research object and the research topic, follows the basic principles of field investigation and theoretical contact practice and the system theory research method, and based on the relevant marketing theory model, the brand marketing, the public marketing and the whole marketing On the basis of summarizing the successful experience of domestic and foreign brand marketing, the author makes an in-depth comparative analysis on the basis of the previous research results by analyzing a lot of theoretical documents, and the four points are obtained. To conclude, one is that the marketing consciousness of the tourism brand in western Hunan is light and the product marketing is out of line with the marketing management, and the diversification of the marketing body leads to the multi-theme of the product marketing, the lack of the unified and clear mother brand and the big brand, the undermining of the cultural connotation, the single product of the product, the service water and the like, The level is not high, and at the same time it is at a good opportunity and challenges. It should make full use of its own resources and characteristics and cultural advantages, rely on policy support, take effective measures to seize the opportunity and develop themselves in due time, and the second is to implement the brand marketing to develop the tourism of Western Hunan Therefore, the brand marketing strategy and strategy design of the tourism in Xiangxi should be based on the rich tourism resources of the Western Hunan, and be guided by the market demand of the customer and the target. By implementing the brand marketing, the tourism product sales will be promoted in the near one step, and the economy of Xiangxi can be realized. The third is the main body of the brand marketing of the tourism in Xiangxi, which is composed of the public organization, the tourism enterprise, the community and the local residents in the western Hunan area. In the same way, the public organization includes the people's governments at various levels in the state, the government departments of government and the tourism industry association. The government is the core of the tourism marketing in Xiangxi, and the industry organization and the tourism enterprise are the basic subjects, and the community and the local residents are the complement. Charge the main body; 4 is the strategic brand of the tourism in the west of the west Hunan as: "trunk>" Mysterious Western Hunan ". Around the brand of the 鈥淢ysterious Western Hunan鈥，
本文编号：2393382
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