Research On The Brand-Building Of Regional Tourism

In the times of global economic integration, brand international competitiveness's importance can not be ignored. Under this background, the development of tourist trade will face many new opportunities and challenge. At this critical period, the full implementation of the tourism brand strategy is not only a major event that can not be ignored, but also the future development of the tourism industry inevitable strategy choice. If an enterprise does not have own brand, not only seizes the market with difficulty, but also with difficulty in the intense market competition the survival and the development. So the tourism also similarly needs the brand.The paper includes six chapters. As an introduction, Chapter 1 sets forth the background and significance of the paper's topic election, and puts forward the sum total and the methods of study on this subject. Chapter 2 defines the correlative concepts. Through comparing with connotations of region, regional tourism, brand and tourism brand obtains the connotation of regional tourism brand. Chapter 2 constructs this paper's theory foundation. The building of regional tourism brand is based on the system theory, the core-periphery theory, the game theory and the marking theory. Chapter 3 is in the correct assurance regional tourism market characteristic and in the change rule's foundation, carries on the market segmentation, the tourist analysis, the competitor analysis and the brand individuality analysis according to the region tourist resources characteristic. Thus from aspects and so on product, value, management, culture carries on the localization. Chapter 4 details the regional tourism brand marketing approaches. The regional tourism brand construction should synthetic utilize conformity marketing, union marketing and so on. Chapter 5 discusses the development of regional tourism brand, made not only to consolidate it, but also to safeguard it. Chapter 6 utilizes the above theory, conducts a case study. It in view of the fact that the great Huangshan tourism region has the rich cultural resources and the unique natural landscape, has analyzed the present situation, and proposes the associated measures to build the great Huangshan regional tourism brand.