The Study Of Tourism Brand Markeying Strategy Of Xi'An

This paper studies argument is the purpose of the Xi'an tourism brand marketing strategy, the process of brand marketing is brand positioning, brand building, brand communication and brand maintenance of the process, this article on the basis of the Xi'an tourism brand evaluation,supply the brand marketing strategy from this aspect of the proposed 4. For the characteristics of the subject, this paper, qualitative and quantitative analysis, theory and practice to demonstrate the method.Firstly, the background and research on topics of significance, Summary of domestic and foreign scholars in the tourism brand of research on tourism brand to the content and features to be used in this article, as well as relevant theory. Secondly, the analysis of the development of tourism in Xi'an, Xi'an tourism profile, as well as the development of tourism source markets and the strengths and weaknesses are analyzed. Xi'an has a strategic location and location, rich in tourism resources, especially high value of historical and cultural tourism resources in the humanities, but there is a tourism human resources development, low utilization, a single tourism products, development of backward disadvantage.Thirdly, Establishment of a tourism destination brand evaluation structure system, based on the contents and characteristics of the tourism brand, reputation, reputation, market potential and competitiveness of the 16 indicators in four areas to establish tourism brand evaluation system on the second floor. AHP used as the main method of evaluation, fuzzy evaluation in Xi'an of the current model of tourism brand to evaluate the current situation, come to the current development of the Xi'an tourism brand is the level of general conclusions.Finally, Xi'an tourism brand marketing strategy. From the brand positioning, brand building, brand communication and brand maintenance of the four aspects of the tourism brand marketing strategy. Xian City proposed tourism brand day-to-day activities as well as the promotion of integrated marketing communication strategy, at the same time safeguarding the Xi'an tourism brand make a few observations.