Researches On The Travelling Brand Of Shuozhou City Based On "the Brand Contact Point Dissemination" Pattern

The brand dissemination research has been the hot spot research field of the dissemination study and the brand study. Regarding this, the Chinese and foreign scholar has carried on the varying degree discussion. "The brand contact point dissemination" pattern complied with the time developing, bring the new field of theory research."The brand contact point dissemination" pattern have a main essence, that is, through the synthesis consideration of anciently study, placed the dissemination focal point in perspective of consumer, and excavated the crucial time which effect its purchase decision-making, proposed a new way that conformed the brand information. This pattern is widely used by many enterprises, and its unique research idea has been produced good actual value.This article is precisely based on "the brand contact point dissemination" pattern, using the literature method, the comparative method, the case analysis method and the investigation method. Linking the theory with practice, aim at the Shuozhou city with the unique tourist resources to carry on its brand communication research. Have an insight into the traveling consumer's behaviour pattern of Shuozhou, analysed generally in study of psychology, communication and brand, inquired about the core value of Shuozhou brand and the essential contact point with consumer, then make the construction of brand dissemination model and put forward the corresponding dissemination communication proposal.This article is divided to six chapters:The first chapter is the introduction, elaborated research background, the domestic and foreign research present situation, the goal and significance of this research, mainly elaborated this article's value. The second chapter explained "the brand contact point dissemination" pattern, analyzed the background, theoretical basis, the primary coverage, the research significance and the application present situation, that's this article's basic theory chapter; The third chapter investigated the present situation of the current urban traveling brand dissemination, summarized the general pattern of brand dissemination and carried on quite studies with the brand contact point dissemination pattern, as well as explained the reasons of uses in Shuozhou. The fourth chapter is based on the investigation and research, relates the Shuozhou' reality, and constructs the brand contact point dissemination model of Shuozhou city, according to this, makes the dissemination regulation design. This chapter is the key chapter of this present paper and proposed author's core dissemination idea; The fifth chapter analysed the value of traveling dissemination model of Shuozhou city and discussed the promotion value, provides the theory pattern and practice reference for other tourist city. The sixth chapter maked the investigative summary, and proposed the following research idea.This research has abandoned the numerous and diverse theoretical analysis, embarked from the practical succinct rationale, finds the master line penetrated in the brand dissemination, take the Shuozhou case analysis as the key point and proposed a new ponder of the traveling brand dissemination pattern.