Study Of Tourism Brand Marketing Strategy For Xiangxi Area

During the past decade, we have been observing the booming of the Xiangxi tourism. However, compare with the surrounding states and towns, Xingxi still lacks the conscious of the brand creation. Therefore, solving this problem and developing the tourism of the Xiangxi become the most important task in this area. Brand marketing becomes the best strategy to promote tourism, to build fame and to increase competitive power of Xiangxi.Tourism brand marketing strategies are discussed on the view point of government authorities and based on the overall interests of Xiangxi area. The scope of this research work covers Xiangxi autonomous prefecture which is located China west poor area, and included in the west development project. The proposed brand marketing strategy characterized by visualization and overall interests consistency.Tourism brand marketing strategies are studied systematically based on marketing theory and practical situation analysis. With reference to marketing theory model, the successful experiences of brand marketing, public marketing and integrated marketing both from domestic and abroad, and abundance of literatures, four points of conclusions were obtained. Firstly, there is lack of consciousness of the importance of tourism brand. Tourism products development is not closely linked with marketing management. Multiple marketing management authorities lead to diverse themes in marketing. Therefore, few mother brands or well known brands have been created. It is clear to see that the tourism products are less culture bearing, lack of product flexibility, low level of service, and no collaboration. Meanwhile, Xiangxi is facing great challenges and many development chances. It is need to catch the chance to take the advantages of government polices, and to adopt effective actions to develop the tourism brand. Secondly, it is a necessity for Xiangxi to launch a tourism brand marketing strategy based on the abundant tourism resources, centering on customers, orienting to market needs, and characterized by customer individuation. To make it in detail, by launching the tourism brand marketing strategy, we need to promote tourism products selling, overall economical interests, and sustainable economical development of local Xiangxi area. Thirdly, the major tourism brand marketing organizations should be local public organizations, tourism enterprises, local communities and local citizens. Public organizations include government, government authorities and tourism associations. Government is proposed to be the core power in launching tourism brand marketing strategies. Tourism organizations and enterprises are the basic principal part, and communities and local citizens make supplement. Finally, tourism brands of Xiangxi are suggested to be positioned at mysterious themes, mysterious culture of Xiangxi forms the spirit tourism brand, around which series of tourism products be developed to meet various needs from customers, to create new brand visualization of Xiangxi tourism. New environment for tourism must also be established, focusing on beauty, order, silence and mysterious environment.Based on the analysis, competitive model of Xiangxi tourism brand marketing is proposed, covering localized strategies of branded products, visualization and environment protection. Three level execution role system is also proposed for tourism brand marketing of Xiangxi area, in which government is the top level to play the most important role in brand marketing for the overall interests, professional organizations and tourism enterprises lie in the middle level and will play the role of practical execution of brand marketing, and local resident makes the third level that makes the supplement to brand marketing. In order to launch the tourism brand marketing strategies, five systems were proposed, brand visualization creation, including product development, price setting, marketing channel and brand promotion strategies. Firstly, it is needed to launch a tourism brand visualization creation strategy, to establish the public visualization of Xiangxi Tourism brands. Next, launch culture mining strategy to find bright points of tourism products, giving prominence to mystery as the spirit of the brand. Thirdly, integrated brand marketing strategies are proposed to be adopted at the beginning period of tourism development, taking the advantages of government policies, internet, medias and public activities. Finally, unique tourism brands are created by event marketing strategy supplemented by whole citizen participation, to achieve sustainable development of Xiangxi tourism.