The Brand Communication Strategy Of Ancient City

The comprehensive construction of Well-off society makes people’s concept, economic conditions and discretionary time become more and more abundant, tourism is no longer a luxury vision, but a necessary of life.In addition, as the world economic integration and the integration of tourism all over the world, our country continuously introduce the advanced tourism management experience and management technology, which make the development level of tourism in our country are lined with the world.In the fierce market competition, brand has become secret weapon which can help the operate occupy the commanding heights of tourism, its important role has been growing. In the process of tourism development, we have already had a lot of tourism enterprises which create suitable brand for themselves in the development of tourism. But overall, the brand of tourism resource’s effects remain to be strengthened, the brand resources integration still need to be deepen, especially the implementation of effective brand communication strategy.The essay makes the two world cultural heritage of China’s most complete ancient city-the ancient city of pingyao and lijiang as the research case.On the basis of collecting two of the ancient city’s present situation of tourism brand communication information, first of all, i will define the relevant concepts of tourism brand,analyze the elements of the brand communication from the perspective of communication studies. Secondly,combined with comparative analysis, field investigation method, the methods of literature study method, standard method, the ancient city of pingyao and lijiang ancient city brand development situation and the present situation of brand communication are discussed, the comparisons and the reasons of brand positioning and brand communication strategy on the similarities and differences between the two city tourism are discussed. Finally, I will sum up the ancient city of pingyao and lijiang brand’s communication strategy deficiency, to put forward some exploratory Suggestions to improve our country’s tourism brand communication strategy:On the brand positioning,We should make use of the existing competitive resources and combines emotional needs and functional benefits,there must be differences in the process of establishing localization;In the brand communication strategy, it is different from the previous traditional communication strategy.With the rapid development of new media, integrated marketing communications era has come,All information will be conveyed to consumers through traditional advertising, sales promotion, advertising, event marketing, crisis management and other forms in favor of the brand,Each message of integration and tourism brand photograph echo are used to support the impression of the brand.To enhance our country’s tourism brand communication effect and promote the development of the brand,which can offer the rapid development of China’s tourism industry in the future.