Study On Urban Migratory Birds Brand Modeling Of Nan Chang Tianxiang Garden Landscape Spots

Currently, competition in the tourism industry has evolved for tourism brand competition; the branding of tourism industry is increasingly becoming an industry trend. So branding promotion and marketing efforts of scenic spot should also follow this trend. Then government set goals and focus on creating the strong brand with reputation, esteem and loyalty in order to promote the development of regional tourism by leaps and bounds.Intending to shape and enhance the strong migratory brand of Nanchang City World Migratory Park, this paper researches and models on the brand of this landscape area with the methods of deduction, theory and practice. It points out that successfully creating a unique, distinctive brand image is the key to acquire long-term competitive advantage for the specific subject project of scenic spots on the basis of analyzing the tourism resources, especially the migratory, and product system construction of Nanchang City World Migratory Park.This article is divided into six chapters. The first chapter is a general summary and description to the full-text content and structure. Chapter 2 gives a brief introduction to some concepts related to migratory birds to the city and molding of tourism branding whose forming and molding methods,content, and principle are also analyzed and discussed, and further draw the impact of urban tourism branding elements. Chapter 3 uses the SWOT method to specifically analyze the strengths, weaknesses, opportunities and threats of Nanchang City World Migratory Park in order to make scenic resources and action focus on their own strengths and opportunities than any other place, and let the strategy of brand shaping the become more clear. Based on the above mentioned theoretical study and analysis, elements of urban birds brand and the brand building strategies of Nanchang City World Migratory Park were discussed in ChapterⅣ. This chapter also studies on dominant performance from the outside elements and elements of tacit support, analyses branding building strategy from the perspective of brand's visual image, communication and brand image maintaining. On the basis of brand building strategies, the fifth chapter made a detailed study of market expanding and proposed effective marketing strategies from the level of target market strategy, marketing mix strategy and integrated marketing communication strategy. The last chapter is a summary to full text with four major points of view, and has a prospect on urban migratory birds brand molding study.