A Research On Brand Equity Of Sightseeing Place In China

With the flourishing development of tourism industry, the tourism products homogenization appeared. The competition of the tourism industry changed from product into brand, and more and more sightseeing places try to build their own brand image in order to attract more visitors, they want to share a bigger market in this way. We should know how to assess the brand equity for the purpose of solving the problems, it will help the visitors and sighseeing places themselves to know the brand status much better. This paper based on the value of the brand equity, according to the scientific and dynamic priciples to build the assessment system for the brand equity of the signseeing places. In this paper, taking assetment of the urban tourism of Shanghai as a example to analyze the shortcomings, and then put forward some advise for it.This paper is divided into four parts. Part 1 gives a brief introduction of the related researches on assessment of brand equity at home and abroad. Part 2 presents the base of the brand equity assessment. Based on the instruction of the ordinary value of the brand equity, it anaylizes the core value of the sighseeing places. Part 3 is the research of the assessment system, it compares the different assessment methods, and then summarizes the assessment method which is suitable to the Chinese situation. Part 4 is the assessment of the brand equity in China. In this part, it builds the assessment system at first according to the former context, takes the urban tourism of Shanghai as an example to analyze the challeges and opportunities, and then puts forward some advise for the development of the urban tourism of Shanghai.This paper trys to build a assessment system through researching the value of brand equity, and at the same time to assess the urban tourism of Shanghai, to know the current situation of it, at last ,puts forward some advise for its development in the purpose of a better future of it.