Study On The Branding Of Tourism Produ<it Development

With the rapid development of economy, tourism has become a modern industry.While it is serious that tourism product is single and homogenized and does not have thecharacteristics, the problem that development is not systematic and thoroughly began tobe noticed. As a major tourism province, Henan has abundant tourism resources, wherestill exist such problems. This paper research on the tourism product itself, and useHenan tourism product as an example, study the brand development strategy. Putforward to the core value of Henan tourism product, then given the depth and lateraldevelopment strategy.Firstly, this paper introduces the structure and characteristics of tourism product,and discourses the importance of branding development of tourism products. This partof the paper describes the related theory in the tourism product development andbranding, and elaborates the connotation and significance of the tourism productdevelopment, then explains that branding can make the development of tourism productto avoid the homogenization and have more geographical features. Secondly, the paperanalyses Henan tourism resources, and studies on the condition and current situation ofHenan tourism product development. This part mainly uses SWOT to analyze thestrengths, weaknesses, opportunities and threats of Henan tourism products. The mainstrength is abundant resources and a long history; the weakness is that the developmentis unreasonable and there is the lack of brand; the opportunity is the economicdevelopment and support measures by the government; the threat is the competitionpressure and negative information. Thirdly, the paper selects Beijing, Shanxi andShaanxi as alternative strong examples to compare and analyzes the tourism productdevelopment strategy and method, then obtains some enlightenment. And the paperanalyzes the characteristics of Henan tourism product in the market, to furtherdetermine the importance of the tourism product branding in Henan. Finally, the paperelaborates the principle of development and Henan tourism product is the core value ofa long history and profound culture of Central Plains imprinting. Then, the paperdescribes the specific methods and strategies of the tourism brand development inHenan, from the deep, lateral and external development of tourism productdevelopment.Through the study on the actual situation in Henan Tourism, this paper attempts toexplore development strategy of Henan tourism branding with the use of marketing,advertising and other related knowledge, and provide some practical guidance ontourism development in Henan Province.