Development Research On Manchu Cultural Heritage Tourism Branding Strategy

Man minority is one of the ancient minorities in China. It has accumulated varied and graceful cultural heritage resources from generation to generation. Because these heritage resources have outstanding ethnic characteristics and vast geographical distribution, so they are treasure of Chinese cultural heritage and have extremely high value in tourism.At present, national cultural heritage tourism has gown vigorously and become featured product of tourism development in Chinese provinces and cities. As the representative of excellent national cultural heritage resources in our country, Manchu cultural heritage tourism resources inevitably have great advantages and development potentials, and how to make strong brands in fierce market competition has been the master key to win. This text selects Manchu cultural heritage tourism as object of study, and systematically analyses and discusses how it carries out branding strategy development in order to provide reference for raising prestige of Manchu cultural heritage tourism, increasing weight in shares of competition, gaining preferable economic and social benefits, and becoming brand competitive tourism products.This text analyses domestic and overseas national cultural heritage tourism branding development trend by following the guidance of relevant theory such as national cultural heritage and its brand strategy, more deeply dissects resources advantages and its tourism value of Manchu cultural heritage tourism by applying fuzzy comprehensive evaluation, as well as puts forward mode selection and implementation idea for Manchu cultural heritage tourism to carry out brand strategy development by combining forming process and essential feature of Manchu cultural heritage.This text makes a fuzzy comprehensive evaluation for Manchu cultural heritage tourism resources. The result shows that Manchu cultural heritage resources have characters of rich amount, high quality, rich ethnic characteristics, wide and centralized distribution, and extremely high tourism value. According to fuzzy comprehensive evaluation results, four kinds of mode for Manchu cultural heritage tourism branding strategy development have been put forward, that is Manchu cultural heritage tourism interregional tourism integration development mode, theme tourism development mode, brand competiveness promotion mode, and tourism industrialization development mode. Interregional tourism integration development mode can integrate image, space, industry chain, marketing management and development environment of Manchu cultural heritage tourism resources in order to establish uniform tourism brand, to impel joint development of brands in various regions and to propel brands to occupy the market; Theme tourism development mode can refine Manchu cultural heritage theme, design Manchu cultural heritage tourism competitive route and develop Manchu folk garden in order to strengthen Manchu cultural heritage tourism's attraction and perceptivity to tourists; Brand competiveness promotion mode can transfer tourism value of heritage and carry our differentiation strategy in order to promote brand competitiveness depending on the driving role of flagship products; Tourism industrialization development mode can positively seek supporting project, encourage innovation, set up Manchu cultural creative industry and grow in harmony with cultural construction in cities and counties which heritage place belongs to in order to boost Manchu cultural heritage tourism branding strategy development. On this basis, it comes up with specific process that Manchu cultural heritage tourism branding strategy implements, that is, accurately position Manchu cultural heritage tourism, establish favorable brand images, adopt reasonable promotion pattern and strategy, manage brands and make innovations, extend fashion cycle of Manchu cultural heritage tourism, make its brand gain good development and bring tourists perfect tourism experience.