Shaolin Temple Brand Marketing Research

Tour destination is now becoming the most paramount brand maker for tourism. Thus, the molding of tour destination brand is considered as a powerful marketing mode. However, at present, much attention of this study home and abroad is focused on the establishment of the destination image instead of the position of tour destination and the brand marketing strategy. The inspiring strategy of "boosting the economy of Henan province by promoting the tourism" contributes much to the possibility of the promotion of Shaolin Temple. The factors that the underdevelopment stage of Henan's tourism economy and the coexistence of challenges and opportunities for Shaolin Temple also call for the further effort in the study of the brand marketing of Shaolin temple, which is sure to be beneficial not only to the dig into the connotation of Shaollin temple and the promotion of the brand value of it, but also to the model reference from other destinations.The paper mainly focuses on the brand marketing of Shaolin temple. Firstly, the paper introduces the theories about brand integration, brand martketing and brand extension. Secondly, the paper introduces the historical culture resources and its natural resources of Shaolin temple, and analyzes the commercial success and the problems of the brand of Shaolin temple. Thirdly, the paper analyzes the connotation of Shaolin temple. Again, the meaning of the Shaolin brand and the brand from the Shaolin Temple, competitive conditions, and the three aspects of the tourism market awareness brand equity elements of the Shaolin Temple, the analysis.the study consider that the center of the brand of Shaolin temple is the birthplace of Chinese Buddhism. The emphases of the paper is constructing the integration and innovation projection of Shaolin temple and the tactic of its brand marketing. Finally, the paper raises some suggestions on the implementation of the brand of Shaolin temple.The creativity in this paper lies in the brand integration and experiential marketing aspects of research on integration and innovation of the brand resources of Shaolin temple. From the aspect Web2.0 marketing, the paper studies the integration communition of the brand of Shaolin temple, and advocates the connection of Web2.0 marketing and the traditional marketing with an emphasis on Web2.0 marketing.