Research On Brand Management Strategy Of Playground

In recent years, along with the increasing competition in an open-up market, the tourism industry has been experiencing fierce competition as well. Besides those resorts which are endowed with irreplaceable natural or historical resources, other resorts of interests have been converged. In order to attract more tourists, the tourism sites usually reinforce their publication and promotion and the market is deluged by relevant information. However, tourists have less time to compare information from different tourism sites. Additionally, tourism promotion is also challenged by economic globalization, industrialization of service, the development of agencies, the experience accumulation of tourists, the easy access of internet information, as well as the easy duplication of services. Therefore, brand is imported into tourism as a sign to differentiate one from the others and to gain core competitiveness. Brand and its influence is becoming a competitive capital in tourism. The establishment of a scientific brand management system shall now be given priority in tourism industry in China.Brand building is not only an important method for differentiation, but also a channel to construct core competitiveness. Nowadays, product economy is transforming to service economy, thus service brand research has been a hot issue in brand researches, and tourism brand is now gaining more attention. Confronting the fierce competition in tourism market, it is vital to perfect self brand construction and to set up a scientific brand management system. The thesis makes a case study on Shanghai Brand H. By analyzing its current situation in brand management with the combination of China’s tourism features, the experiences of both domestic and abroad brand management in tourism, as well as the experience of Disneyland, the thesis discusses its problems and the causes in brand management, explores scientific ways in brand building and establishes a scientific management system. The conclusions shall be a foundation for Brand H’s further development and also references for other tourism sites, which help to upgrade the entire competitiveness of China’s tourism industry.On the basis of theoretical research on China’s tourism industry pointed out the problems playground, at home and abroad and by case analysis, the question of how to improve our playground brand management strategy measures for our brand building playgrounds and made recommendations guidance. This paper is divided into six parts, namely:The first part describes the introduction major significance in the current economic context of tourism brand building playgrounds, and related literature review related to travel abroad for brand building, research methods, innovation and deficiencies;The second part is related concepts and theoretical basis of this paper is theoretical support. The main concept of the definition include:brand, service brand, tourism brand; major theoretical basis include:service marketing theory, brand management theory, word of mouth spread theory.The third part is the playground of domestic and foreign tourism brand management strategies were compared. Overall macro environment analysis conducted major analysis, the final analysis playground industry status quo and development trend of the brand on this basis.The fourth part is the causes of Shanghai H playground for the study, carried out in the playground for H introduced SWOT analysis of the status quo H brand management to analyze problems and issues described H brand management system in the presence of.The fifth part of the status quo with specific actual H domestic brand management, brand management strategy put forward relevant proposals and H brand management strategy to solve the problem.Part Ⅵ on the basis of the earlier chapters, with domestic situation, put forward suggestions playground brand management strategy, lead to a new era of brand management for the tourism industry of innovative thinking playground, playground building brand management strategy framework, concluded playground brand implants provide people with reference to the world.