Research On Brand Strategy Of Hebei Province Regional Tourism

The Chinese government reported "on speeding up the development of tourism opinions",it clearly pointed that the country would focus on the development of tourism industry,andeventually become a pillar industry of China.Since then there have been many policies whichactively encouraged and supported the development of Chinese tourism industry appeared.According to the world economic BBS’s annual report,China has gone from a71rose to39thin the country of the tourism competitiveness of qualifying. It has been proved that thedevelopment of Chinese tourism industry was recognized by more and more international anddomestic social countries. China’s tourism industry will maintain strong growth momentumboth inbound or domestic travel. And in the "12th Five-Year" period, the country placed thedevelopment of tourism on the most important status.Tourism will get support whether thecentral or local government, and will be the national economy as a strategic pillar industrydevelopment. It is expected that the development of Chinese tourism industry will have itsgolden age in5~10years.Tourism resources in hebei province is rich, and Hebei province is only the largestprovince of the tourism resources.It owns lots of resources such as mountains, grassland, bothseaside, island, ice and snow, the wetland. The support of national policy and tourismresources in hebei province provides a very solid policy conditions and material base totourism development. At the same time, the economic structure in Hebei province is adjusting,and the economic strategy that ring the capital is implementing, which provide greatopportunities and challenges for the development of the tourism industry in hebei province.Since the1990s, Hebei province tourism has started, and gradually developed, also madesome progress, but the tourism developed lonely and decentralized over the years. It leadedto the situations that a few scenic spot brand awareness is higher, and most scenic spotareobscure. The overall tourism image is not distinct in hebei province, the brand position is notclear. There are many problems in the regional tourism of Hebei province.,such as unevendistribution,fundamental tourism and cultural tourism material combination not fully, allkinds of hardware and software construction not coordinated and so on. But these problems intourism development process can be gradually improve.Now overall brand awareness ismissing which is the regional tourism of Hebei province faces on one of the key problems.The construction and the development also did not cause stakeholders’ enough value,forexample the government, the tourism enterprises, the tourism groups and other organizations.Even if there are some opinions and Suggestions, but these generally also stay in written form,and not practical action to support. Based on this kind of situation, as well as the tourism inhebei province facing opportunities, the whole international brand can have very goodprovincial influence, and alleviate fight alone all over the weak point, even pullrevitalization and development of the tourism industry in hebei province quickly and strongly.This paper was clear brand positioning, through analysing the present situation and theexistence question tourism industry in hebei province, and combining the questionnaireresults to key crowd. And this paper provided detailed marketing strategy. It’s that thetraditional4PS combines with emerging microblog and other network propaganda. Which notonly strengthen regional tourism overall brand marketing, but also strengthen the tourismpopularity and expand consumer group, and finally drive the other tourism industrydevelopment. Besides the government will maintain and develop the brand, and thegovernment can provide favorable policies in all aspects, conditions for the brand to create agood political, cultural atmosphere, and promote regional tourism brand asset appreciation inhebei province and the sustainable growth.