A Study Of Regional Brand Building:Use The Case Of Poyang Lake Ecotourism Area

The quickly developed tourism industry and more fierce tourism competition environment make it a must for a tourist destination to distinguish from other tourist areas in a much deeper level. After tourist resources and tourist products, things prove that only tourist destination brand can help win the tourism market and competiveness of tourism destination brand almost represents competiveness of tourism destinatio.Based on previous research, this paper is committed to the system construction of tourism destination brand. It focuses on some points of regional tourism destination brand building and conducts an empirical analysis of Poyang Lake ecotourism area brand building, trying to provide suggestions for other regional tourism destination brand building. Researches mainly uses reference analysis method and questionnaire survey method, first sorts out research ideas by reading related references, and then get first-hand information for Poyang Lake ecotourism area brand building by field survey.The paper comes to a conclusion that regional tourism brand building is a dynamic and cyclical process, mainly includes brand-positioning, brand-designing, brand building, brand marketing and brand management. These five steps are indispensable and the brand needs to be timely refreshed or rebuilt according to the target market. In the end, the newly built destination brand building theoretical system is used to conduct an applied research on Poyang Lake ecotourism area and initially determine the specific content and implementation steps of Poyang Lake ecotourism area brand building.