The Core Value Of The "Xiangxi" Tourism Brand Assets And The Study About It's Competitive Strategy

With sufficient tourism resources in the Xiangxi minority area in China, they have exploited a lot of tourism spots and constructed two tourism areas taking Fenghuang and Guzhan as the cores respectively. However, as an integrated tourism brand, the"Xiangxi"tourism brand hasn't been built well, the core value about the brand lagged behind its natural resources and Xiangxi tourism brand's attraction is still very weak. Each tourism spot of the Xiangxi area lies separately, lacking reign and competitive power after been integrated, and the construction about the core value of the"Xiangxi"tourism brand is still disorder. And all of this involved two questions: firstly, as an integrated brand, we must be how to construct and make up the core value of the Xiangxi tourism brand; secondly, how to integrate and reconstruct the series tourism spots efficiently under the theory and the logic, then to organize them to support the unified brand and build series competitive strategies to improve its competitive power.Because of the two questions and combining the culture value theory, brand marketing theory, brand core value theory, competitive theory and so on, the paper tries to construct the tourism brand core value system based on the regional culture of the Xiangxi area and puts forward series of strategies: the ancient town strategy under the framework of"the youshui river scenic corridor";the Miaozhai strategy under the framework of"the ji-feng scenic corridor";the taohuayuan strategy under the frame of the"Depth Tourism Mode";the brand image strategy based on the area culture and so on, and then to make the Xiangxi tourism brand into a superior brand that have competitive power,and provide the government series of decision foundation.There are two innovations of this paper, i.e., integrating and constructing the core value system of the Xiangxi tourism brand from macroscopic approach, and then putting forward series competitive strategies to promote the brand competitiveness based on this.