The Study Of Molding Regional Brand Image Of Frontier Tourism Shopping In XinJing

The frontier tourism shopping is not only an important component of the border trade, but a great potential for the development of the area. It is the new choice to the development of the Xinjiang Foreign Trade and Xinjiang's tourism foreign exchange earnings growth. But a long time, there is much shortness in the frontier tourism shopping, the volatility of the demand which is caused by the instability of the national policies surrounding, they have been constraints to Xinjiang's border trade's development, extremely unfavorable to the development of trade. However, good regional brand image can enhance the ability to withstand these risks, which can make up for the deficiency. A lot of research aimed at regional brands, the research on the tourist shopping brands is rare, which resulted in the lack of the theoretical basis on frontier tourism shopping regional brands and had little capabilities to promote its development. Based on the theory and practice development, the author studied one aspect of Xinjiang's frontier tourism shopping regional brands-regional brand image-building.Regional brand image is consumerist's awareness and the overall view to a region, and affects people's behavior. A successful regional brand image is of profound significance to the purchasers and their domestic consumers, related enterprises, the social and economic development. Comprised with other domestic regions, the local industry cluster strength in Xinjiang is not strong, but with the linkage of trade guiding and promoting the production strategy, more enterprises will enter Xinjiang, the local industrial clusters subsequently expand. Now Xinjiang's frontier tourism shopping also can own the country's industrial clusters, which can provide it with adequate products, for personal use. From another point of view, the region brand on the frontier tourism shopping in XinJiang has the industrial clusters base. What's more, the advantages such as nature, society is an important condition for success that the frontier tourism shopping regional brand image can be shaped, Clearly, the conditions that the Xinjiang frontier tourism shopping regional image can be created are in place. Using the brand image-building process and the survey results, the author studied of the regional image-building channels. Based that the target groups is the purchasers and their domestic consumers, the author analyzed the policy environment, their own, competitors and the public's acceptance, then, thought that the brand location should be "the shopping paradise in the door"; "Tradition and fashion, dreams and vitality" is the Xinjiang frontier tourism shopping region personality, the regional brand concept "Fu Tian - the general feeling of home," should be shaped, in order to have the impact in the participators operating with "home" attitude and behavior , building the regional brand, and using the slogan "quality-oriented, business integrity," the business shoppers provide the purchasers with a comfortable ,pleasant, at-home environment; At the same time, the author abbreviate"Frontier Tourism Shopping"for FTS, Through the three-letter proper deformation, the convergence of Xinjiang "two-basin between three-mountain s" topographical features, the author designs positive and progressive visual identification system of the Xinjiang frontier tourism shopping; By the actual situation, the integration transmission method in regional brand image is feasible, and then from a point of view of purchasers ,the public and relevant enterprises ,the author talked about regional brand image assessment and feedback channels. Now, this is a complete regional brand image processes.Finally by status quo and the existing problems analyzed ,the author talk about the regional brand image-building measures both from government and business aspects ,in order to have a certain significance to Xinjiang's frontier tourism shopping regional brand image-building.