The Research Of The Brand Maturity Of Tourism Industry Cluster And Its Evaluation

Industrial cluster brand research as a new research field, started late but developed rapidly, and gradually became the focus of attention of government, enterprises and scholars. At the national level, "National development and Reform Commission on the development of industrial clusters of several opinions(development and reform enterprise [2007] 2897)" stressed that the overall brand building industry cluster into the brand development strategy system. AQSIQ carry out the national well-known brands to create a demonstration zone in the industrial gathering area in 2011. The research of industrial cluster brand is more concentrated in the first and the second industry; the third industry is rarely involved. But the tourism industry cluster is the product of the tourism industry to a higher stage of development, tourism industry cluster can not only reduce the operating costs of enterprises inside the cluster, achieve economies of scale, but also conducive to the enterprises within the cluster innovation and relative differentiated competitive advantage. Tourism industry cluster brand is an important part of the tourism industry cluster, the inevitable outcome of the development of the tourism industry cluster to the advanced stage, the same, brand development is the inevitable choice of the development of the tourism industry cluster. Therefore, the tourism industry cluster brand research is essential. Tourism industry cluster brand maturity and its assessment can not only enrich tourism industrial cluster brand research genealogy, but also to provide evaluation and guidance tools for governments and related tourism industry cluster.As a preliminary study on the brand of tourism industry cluster, the paper on the research of the industrial cluster brand theory as the foundation, combined with the characteristics of tourism industry cluster, to study the key success factors of the tourism industry cluster brand development, and the influence mechanism. And to build a tourism industry cluster brand maturity index system, and on this basis, using AHP analysis method and the SPSS cluster analysis method and the fuzzy comprehensive evaluation method and quantitative analysis method to measure the tourism industrial cluster brand maturity analysis stage of development of the tourism industry cluster brand, and put forward the tourism industry cluster brand to further develop the path of optimization. Based on the results of theoretical research, this paper makes an empirical analysis of Sheshan Shanghai national tourist resort area, to demonstrate the effectiveness and scientific of the previous results.Chapter 1: introduction. The paper mainly analyzes the topic selection, analyzes the significance of the topic, as well as the research route and method of this paper.Chapter 2: theoretical research. Paper by using the methods of documentary analysis and summary the related research of the tourism industry cluster brand; and define the tourism industrial cluster, industrial cluster brand, brand of tourism industry cluster and tourism industry cluster brand maturity.Chapter 3: the analysis of the key success factors of tourism industry cluster brand maturity. Based on the key success factors, the brand maturity of tourism industry cluster is deconstruction. Tourism industry cluster brand maturity mainly consists of three layers: the inner base level——tourism industry cluster development ability, external performance level——brand competitiveness ability of the tourism industry, and the external influence level——the tourism industry environment support ability. At the same time, taking the opportunity of analytical models to study the influence mechanism of each level.Chapter 4: the brand maturity evaluation of tourism industry cluster. Through the tourism industry cluster brand maturity index screening, tourism industry cluster brand maturity index weight determination, to carry out the fuzzy comprehensive evaluation of tourism industry cluster brand maturity.Chapter 5: Empirical Study-- the brand of Sheshan Shanghai tourism industry cluster. This paper mainly analyzes the formation of Sheshan tourism industry cluster brand, to carry out Sheshan tourism industry cluster brand maturity evaluation, and put forward Sheshan tourism industry cluster brand development proposals.Chapter 6: conclusion and deficiency. Summarize the research results, analyze the deficiencies, and put forward the prospect of future research.