| With the development of tourism industry entered the mature stage, the competition of tourism industry grows, the brand has increasingly become the important factors of tourism economic competitiveness. Branding experts zhao Jiaji Put forward that Merchants’ culture、merchants’ spirit make brand as the carrier, has sprung up three wave, the first wave: Banks brand, huitong the whole world; The second wave: electrical appliances brand, sincere borne; The third wave: creates brand, summit the world. After these wave, it is looking forward to us that the tourism brand whether or not will become the fourth wave.In recent years under the guidance of the cultural strong province strategy Shanxi Province launched eight culture brand to promote the development of cultural tourism industry.Around huitong the world’“Merchants’ culture”to create Shanxi merchants’ compounds culture tourism brand, also more and more get the attention of peopleMerchants’ culture was born in Shanxi province, it is a manifestation of Shanxi bravely fighting, and it is the wisdom of Shanxi people at last.It is the most important representatives of merchants culture that merchants compound is densely distributed, because of similarity of the merchants compounds’ resources, characteristic, background and economic level, they compete in tourism. IN order to avoid vicious competition, establishing partnership matters becomes the key that enhance their competitiveness. In this case, based on the theory of concurrence of guiding the construction of the latter compound regional tourism brand competition pattern is particularly urgent and important.In this paper, on the basis of summarizing the domestic and foreign scholars research, using the theory of brand competitive cooperation theory and related research methods, for the latter compound construction of regional tourism brand competition pattern has carried on the comprehensive system of analysis and research. This article is divided into six chapters, the first chapter mainly discusses the research significance, feasibility and study of tourism brand and competition theory at home and abroad were discussed; The second chapter mainly to systematically analyze the theory of brand and co-opetition, The third chapter of the latter compound conditions of regional tourism brand competition are introduced; The fourth chapter of the latter compound tourism brand competition situation in detail;The fifth chapter constructs the jin business courtyard area of tourism brand competition model and put forward relevant safeguard measures; The sixth chapter in this article main conclusion and inadequate.In this paper, through the analysis in recent years, scenic spot market concentration and BCG model in the yard of the status quo, in-depth study of formation of compound the current competition situation, and combined with the current development trend of each compound compound are summarized at present cooperation situation. And combining the relevant knowledge of brand and co-opetition, related units by field investigation, the scenic spot interviews, visits to obtain first-hand information, the compound is calculated by applying had collected data in detail and the competition between the ratio, and build the foundation from the competition mode, conditions, influence factors, build up the latter compound tourism brand competition pattern, thus to solve the problem of the original tourism resources development in the process of a series of problems, such as: bad competition, attractions repeated development, resource waste, imperfect management provides the basis. Finally, in order to ensure that this model is reasonable, the article from the integration of resources development, improve infrastructure, provide effective information, strengthening the policy laws and regulations supervision and find accurate brand positioning and Strengthen the coordination between enterprises six aspects to provide safeguard mechanism. |
PDF Full Text Request