The Study Of Brand Management Process Of Jiuzaigou

Tourism is a pre-consumer products:consumer can not be like the same way as traditional consumer goods and the selection can be directly formed after the rapid consumption of the payment. Therefore, the process of buying tourism products of the brand on consumer purchasing decision is particularly important. Brand is a variety of products and services and consumer relationships. It is some kind of signs, symbols and consumer spending is a product of experience and feelings. Behind each brand has a product and services to support the brand's image and philosophy, but they must go beyond the product brand or service, and relatively independent existence. In the modern marketing concept, the brand can be said to be the heart and soul of marketing, the brand is an important factor to attract consumers to buy one. Tourism services to large and large extension of the cultural industry today, the center of the brand have become increasingly prominent feature of radiation. Relying on superior brand is the expanding area of tourism development lies.Jiuzhaigou in Sichuan Aba within the scenic area, is a set of landscapes and Tibetan and Qiang culture in one of the national scenic area, is one of Sichuan tourism brand three trump (Sichuan Provincial Government, the three main trump card to push the major tourist is: Jiuzhaigou, panda, Sanxingdui). The area of special geological features, abundant biological populations and mass of the original forest has earned the "World Natural Heritage", "World Biosphere Reserve", "Green Globe 21," the three title. Thirty years of development and construction work as well as in Yellowstone National Park, Yosemite Park, the United States and other international exchanges and cooperation in the famous scenic spot of Jiuzhaigou Scenic Area Administration on the one hand through the active exchange and training of its officers to upgrade their management software the other through positive transformation and improvement of its facilities and equipment to enhance their area of hardware, which Jiuzhaigou Authority is self-sustaining through the above activities in the area to build an international and domestic well-known tourist destination. Therefore, to enhance its border area in the market The attraction to promote its positive image in order to establish reasonable expectations of tourists, Jiuzhaigou Scenic Zone Authority to become the next top priority.In this study, which concluded Jiuzhaigou by the current status of brand management, brand promotion in the depth of research the results of the work and inadequate to draw conclusions and make recommendations to achieve the Jiuzhaigou into a world-renowned tourism brand Goals.Located in the scenic area of Jiuzhaigou in Sichuan edge, is a Tibetan, Qiang and Han mixed population of three communities of the land, belonging to remote areas, but also on behalf of the region over national culture, this area also has beautiful natural scenery, unique geological features and limited folk culture. These almost all the scenic spots in China have features. Therefore the study of Chinese management situation scenic spots of Jiuzhaigou Scenic Area for the study, a significant typicality and representativeness. In addition, Jiuzhaigou after three years of development and construction in China, a large number of scenic spots to stand out, both in management or in the hardware has some advanced aspects. Therefore, the study of brand-building efforts of Jiuzhaigou conclusions and recommendations, for the country and other scenic areas with excellent reference.The innovation is possible:First, this paper studys the concept of brand marketing and the corresponding research results in the management of scenic spots of China operations, combined with data collation and analysis of the primary draw management conclusions and recommendations. This current research is rare. Second, this study points in the study by the election of a typical, representative and advanced Jiuzhaigou is set to study, to scenic areas of the country have a positive reference for meaning, which is currently traveling Brand-related literature are not available.Limitations of this study is:first comprehensive collection of and information on the difficulties, because there are not many tourist attractions secondary literature, this research decided to collect extensive collection of other products brand management literature and theory as the basis for this study. Second, due to time reasons, this study chose the peak summer travel season, the Jiuzhaigou scenic area of field research, which could ignore the off-season visitors the feeling of satisfaction, which will be the main limitation of this study. Third, because respondents tourists from different cultural backgrounds from different regions, the research scale design of this study may have visitors understand the differences, this study will try to re-organize and adjust the post-survey questionnaire content and wording of questions to try to address the issue.