Research On The Cultivation Of Brand Marketing Theory Based On Lu Shan West Sea Rural Tourism Brand

Lushan west sea is located in the southwest of Jiangxi jiujiang, which is known as "natural oxygen bar." Relying on domestic scenic landscape, culture thick pastoral scenery, rich natural ecological resources, it was deeply loved by urban residents and become urban short-term holiday destination in the first place. But with the vigorous development of tourism, competition among rural tourism destination is increasingly fierce. The management and operation of rural tourist also put forward higher requirements. However, in the process of developing the rural tourism of Lushan west sea, it has many proplems, such as the phenomenon of product homogeneity is serious,lack of brand awareness, brand marketing implementation main body is not clear and confusion of market competition, the brand marketing concept behind, single promotion. Therefore, brand cultivation plays a very important role in rural tourism of Lushan west sea’ marketing. And bringing brand cultivation into force is important.Based on reading lots of literature and in-depth investigation, the success of Wuyuan, Taiwan’s rural tourism brand cultivation is largely due to the government support and perfect policy and regulations, innovative business model, flexible marketing methods, excavation culture connotation, and pay attention to cultural protection. Lushan west sea rural tourism brand cultivation should be based on the experience of the other products brand cultivation. Currently, Lushan west sea in terms of brand cultivation mainly exist the following problems: fuzzy brand consciousness, the lag of brand marketing and brand management, confusion of brand positioning, which affect the local economic development. So, in order to make a good brand, it should break the administrative barriers from the government level,innovate business model and scientific planning, strengthen the guidance and supervision, create brand environment, strengthen the specification from the aspects of business enterprise and peasant collective management, guide the healthy development of rural tourism, intensify the training of the rural tourism practitioners,improve the quality of tourism professionals, increase brand publicity and promotion from the aspects of product features and marketing, shape brand image, take the advantages of tourism resources, mine local culture connotation.