Kunming City Fumin County "Music Small Well "Brand Construction Research

In the tourism "brand competition period", once the tourism brand in the market recognition, they play the validity of the twice the result with half the effort, to be a regional economic development strong booster and power supply. Tourism brand builders from the development of the tourism industry with market orientation, the implementation of the more comprehensive brand strategy and operation mode. This paper takes Kunming city FuMin County "music small well" as the research object, using brand to learn of the brand life cycle theory and brand iceberg theory, the research object of comprehensive on the basis of analysis, literature research method, cross-cultural study method, theoretical analysis and empirical approach and system approach the four research methods, from the brand positioning, brand planning, brand marketing, brand management four aspects, and puts forward the brand construction methods and measures to promote the discipline theory in the actual operation process of scientific applications will play a positive role. Concrete research content and conclusions are as follows:1. Tourism brand positioning tourism destination should be based on the resource advantage and characteristic, combining tourism and consumers’ material and spiritual needs, in infrastructure, externalizing image and cultural connotation three aspects comprehensive analysis, market segment, segment potential tourist consumer demand or interests; Segmentation of competition, and constructing the characteristic, differentiation of tourism products system; Segmentation and culture, to create a core value and brand image. Scientific strategic positioning, in potential tourists’ heart establish a special, extremely attractive status.2. Comprehensive analysis "music small well" case-by-case elements features, will be the tourism brand elements can be divided into core brand elements, brand support factor two kinds. The theme brand resources development integration, improve the quality of tourism tourism environment, namely determine destinations core brand personality, reflect the personality of the destination trait carrier and brand personality with potential target for the connection between the tourists. 3. Put forward tourism advertising, public relations activities, festival activities, tourism products and Internet five tourism brand marketing way and marketing strategy, make the potential tourists’cognitive tourism brand, a unique attraction for consumer identity, communicate tourism brand culture individuality, so as to obtain travel consumer resonance and choice preference.4. From the brand life cycle management, brand monitoring, brand extension and crisis management four aspects of interpretation brand builders management activities to ensure the brand healthy, stable and sustainable development.Research innovation points and meaning:tourism brand construction is a involving government, tourism project investors, local residents, tourism consumers a comprehensive system, this paper USES tourist destination brand management discipline theory to solve tourist destination brand construction are faced with the problem, from the brand positioning, brand planning, brand marketing, brand management, etc., to promote the discipline theory in the actual operation process of scientific applications will play a positive role. In this paper the theoretical research results directly into brand construction in the initial phase of the actual case of the specific operating mode, in the brand theory the practical application of the method to do the new exploration.