The Creation And Management Of City Tourism Brand

The paper studies urban travel brand from the angle of the competition of the brand which is the development trend of competition of urban travel, in order to seek the countermeasures of the moulding and management of urban travel brand. Based on the previous studies and references of instances, the author differentiates and analyses relevant concepts and put forward characteristics of urban travel brand .Then,the paper surrounds the choices of brand,the expansions of brand,the management of the brand ,which is the key contents of this essay, combining the development current situations and question existing of urban travel brand.The paper reaches some conclusions through the example study of positioning Hangzhou city as "leisure center".The paper is divided into 7 parts.The preface consists of the genesis of research,contemporary progress of the subject, the train of thought of the thesis and the meaning of the title,etc.On the base of definitude on the necessaries,the authou analyses the question existing while studying in urban travel brand especially,and puts forward the writing train of thought of thesis based on economics and geography,and much emphasis is laid on the importance of practice and the instructing meaning.In the second part, the cognitive of relevant concepts of brand of city travel is reached,which is also the foundation of the whole thesis.Firstly,the author correctly differentiates and analyzes relevant concepts of urban travel brand,such as image and brand,city image and city brand,city travel image and urban travel brand,etc.then summaries its five essential features,namely individualization, level quality, variety, culture quality, being suitable for selling and the uncertainty of period of the life.The parts from three to five are the key contents,concluding the brand choices which is the base of urban travel brand,the brand expansions which contribute to make brand of the city travel further strongly and greatly,and the brand safeguard and management of the city travel which devotes to keep the quality of the brand.The brand choices of the urban travel talks about the fact that the brand takes shape and moulding.This part analyzes the forming way of urban travel brand.based on which the author summarizes out two choice bases of urban travel brand,namely teleology and the theory of comparative advantage,and also puts forward the five basic links in the moulding of brand of urban travel, namely,the innovation of the travelling products/the moulding of image of the brand,the position of travel industry really stands,inviting outside investment of travel project,and the setting-up of the big travel service market.The course of brand expansions of the city travel ,which aims to make the image of the brand stress further,is the extension and in-depth of the course in brand moudling. Throughanalysing we may find out that urban travel brand is a kind of public product , so government comes to take on the protagonist in brand expansions of urban travel.,whose marketing activities have such advantages as high efficiency, interdynamic nature ,dual characteristic,etc. The marketing activity of government involves every aspect such as the plannings of inside marketing activities,the planning of the marketing activity of outside, the plannings of area unite marketing activity and the brand keeps in touch with the planning that clicks.Due to the phenomenon of common ground tragedy that exists in urban travel brand,it is essential to maintain and manage urban travel brand. Based on the reason appearing in" common ground tragedy", this part gives the conclusions that the property right of brand of the city travel should belong to the government,and puts forward some effective measures to guarantee the brand quality, including setting up the system to retrain to the actor, giving play to the role of employer's organization,setting up the monitoring system of information,structuring the legal protection of the brand of urban travel, moulding the tourist enterprise's own advantage brand, advancin...