Research On The Brand-Planning Of Regional Tourism

This thesis focuses on the tourism brand,to find measures for the brand-planning from the perspective of brand image on the regional tourism planning,tourism brand building through on the basis of theoretical studies,in a bid to build brand with the principle of tourism and tourism planning approach to the pursuit of regional tourism Brand planning ideas and methods,and use this theory to the City Tourism Brand Wudalianchi systematic planning,upgrading Wudalianchi Tourism competitiveness.Papers including six parts:Introduction first part of the main topics introduces the background papers and research significance,outlined the research in regional tourism brands of the status at home and abroad, concluding stage of China's regional tourism brand building and the problems that exist in current theoretical research shortcomings.Finally presents research idea.The second part,dealing with the importance of tourism brand planning and significance, while the analysis concluded tourism planning and development forecast on the basis of the development of tourism planning for the new direction,that is brand-oriented tourism planning stage.On the third part of regional tourism brand planning concludes content and theoretical basis. Analysis of detailed content with the regional tourism brand on the concept easy to confuse,and based on this,put forward the concept of tourism brand planning.Summarizes the theoretical basis of regional tourism brand planning theory,those are the value chain theory,brand portfolio theory,industrial cluster theory,the international division of labor theory,the system of theory, comparative advantage theory and integrated marketing theory,and introduced their brand of regional tourism planning guiding significance and build a regional tourism brand planning theoretical framework.PartⅣon regional tourism brand planning should follow the principles and methods,and to guide the planning of regional tourism brand.PartⅤis the centre of the theory,put forward regional tourism brand on the planning process and ideas.Analysis of the basic conditions for the main part of the district,socio-economic conditions,resources,and market perspective of the four regional tourism brand construct of the feasibility and advantages;brand positioning summed up some of the major regional tourism brand positioning in the market when the principles and methods;brand building including the idea of building construction and core values;brand management and brand communication from the two sides maintain elaborate,and finally proposes measures to strengthen the brand.PartⅥis the empirical part,by Wudalianchi Tourism brand planning,to prove the theory of operable.In the development of tourism brand analysis,the article analyzes the Wudalianchi Tourism brand building and the status of the existing problems,and then the city of Wudalianchi of regional conditions,socio-economic conditions,and tourism resources,and market conditions, final analysis the construction of tourism brand favorable and adverse factors,positioning accuracy on the basis of the five tourism brand,and made Wudalianchi tourism brand concept.On the basis of brand development in Wudalianchi,mainly from the products,services, image,quality,and cultural elements of the five core values of tourism brand building.Product planning for the Wudalianchi resource situation put forward the four flagship product,and six ancillary products,and integrate the tourism routes;brand services include travel agents,tourist accommodation,tourist restaurants,shopping tourism and other service sectors;brand image planning for brand positioning and brand idea of brand image;quality brands including government departments and other quality tourism should be taken against the measures and methods;brand culture,deep excavation of Wudalianchi historical and cultural tourism products and planned accordingly.Tourism brand management in Wudalianchi for different market segments give corresponding promotional strategies,mode of transmission and maintenance of specific measures in tourism brand of Wudalianchi.In part to strengthen of tourism brand in Wudalianchi give corresponding measures to the problems on the basis of specific issues.Summed up the conclusions of the paper's main points,and give the need to further discuss the issue.