The Brand Spread Strategy Research Of Yuntai Mountain

We live in the consumption age full of various products. Brand, without which consumers will be confused about their choices and which develops from trademarks with a logo significance, has a powerful promotion and management function in addition to mere legal protection and goods identification. With the development of market-oriented economy, the concept of brand has already broken through the traditional"goods" threshold. Tangible product has its brand. So are intangible service, enterprises and cities. In recent years, the development of social economy has inspired people’s great enthusiasm for consumption. People not only buy all sorts of goods, but also begin to pay more attention to consumption in recreation and entertainment. Tourism industry also develops rapidly with more and more fierce competitions. Under such a background, it has become the key to success for tourist destinations and enterprises to create well-known tourism brands.Henan province, with its rich historical and cultural resources as well as natural resources, is an important transportation junction connecting north and south, east and west. Tourism industry has become an important part of regional economy in central China. According to Annual Report on China’s Regional Tourism Developmen(2012—2013) released by China Tourism Academy, Henan ranks fifth in the tourism scenic area index, with famous tourism brands, such as Shaolin Temple, Yuntai Mountain and Longmen Grottoes etc., performing strong attraction and promotion function. Don. E. Schultz, a master of integrated marketing communications theory in America, once said,"Marketing is in fact communication, while communication is almost marketing ".The establishment, development and maturity of a tourism brand is not only an economic phenomenon, but also a communication phenomenon.This article is intended to study the brand communication strategy of Yuntai Mountain, the leading scenic spot in Henan tourism industry, from the angle of communication. The writer hopes to draw a conclusion of experiences and shortcomings in the process of brand communication of Yuntai Mountain, and provide some references for Yuntai tourism industry and the further development of Henan tourism industry. The first part of the paper mainly introduces the research background and profile of Yuntai Mountain. The second part, combining the relevant theory of tourism brand, analyzes the particularity and component factors of Yuntai Mountain brand based on the brand and brand communication theory. The third part analyzes brand positioning strategy, vertical brand construction, and horizontal brand integration promotion strategy respectively. The fourth part makes a simple evaluation of the brand communication effect through questionnaires. On this basis, the fifth part summarizes the successful experience of Yuntai Mountain brand communication, providing useful experiences for brand construction of other scenic spots in Henan. The sixth part points out challenges faced by Yuntai Mountain in the progress of tourism industry transformation and upgrading under the new communication environment, and puts forward the coping strategies.