Application Of Brand Strategy In The Development Of The Initial Stage Of Tourist Attractions - East Scenic Area In Chongqing Municipality, For Example

Following the development of tourism, the competition in tourism market is enlarged day by day and come into the times of brand competition gradually. However, there are many problem in scenery spot now, for example, resource of scenery spot be extravagant and not be fully used, zone culture of scenery spot not be fully digged and conformity intensity not be large enough, groundwork of brand founding of scenery spot not be strong, and so on. Aiming to resolving the like problem effectively and be better founding brand of scenery spot later, penman introduces into the thought of brand tragedy used in the first phase of the development of scenery spot in order to standardize each course of scenery spot development, and implement Brandized Exploitation (BE).Brand strategy usually used in the field of product sailing phase, for the phase of product development, penman choose several associated factors, that is cut-in points by which brand strategy can be used in the first phase of the scenery spot development, through vertical-forward extend of brand theory and correlation factors analysis and pick-up, including Total Quality Management (TQM), Rationalized Exploitation Pattern (REP), and nicety position, which are the basis to outspread discussion and study work about the article argumentation.Improving quality of scenery spot is essential meaning and is equivalent transform and generalization that realizes the maximum of resource value and product-exploitation refinement, and is practical signification of applying the brand strategy. RE is particular fulfillment of the brand strategy steering scenery spot exploitation and is practical operation for standardizing the process of scenery spot exploitation. Nicety position is the successful guarantee of scenery spot exploitation and later brand founding, and is the direct associated point to erecting both two communicating. Furthermore, I, from point of view of continuance, set out to discuss the problem of main-body brand founding of scenery spot later, which forms an organism through making a link between research of the article and usual application of the brand and connects the brand theory study here to the usual theory system, and validates the practical significance of the article study from a completely new angle.The article makes a study by taking the Dongwenquan of Chongqing as an example. It forms relatively absolute guided theory system through giving a corresponding extension and deduction to the usual brand theory and connecting it to the practical operation. The article pays more attention to the operation of the content of study.