A Study On Tourism Brand Building And Marketing Strategy In Changchun From A Regional Perspective

At present, China has come into a rapidly developed period of tourism. With the development of social economy, the living standard of people's lives and national income has increased quickly. The need of tourism markets is becoming strong, and the tourism scale is enlarging, which will surely make an obvious effect on regional economic growth. Meanwhile, tourism is a green industry, whose fast development is consistent with global low carbon economy and the upgrading of China's industrial structures. Since The Tourism Law and The Outline for National Tourism and Leisure were promulgated, China has got an important opportunity in tourism. Moreover, there are at least 15 references which are related to the development of tourism in The Thirteenth Five Year Plan for National Economic and Social Development of the People's Republic of China.The income of Changchun's tourism industry has increased rapidly recently. It has made a large amount of benefits in spite of the depression of automobile industry and film industry. Based on the index of the number of tourists, the number of persons engaged in tourism, and the output value of tourism industry, the development of Changchun's tourism ranks high among all sub-provincial cities in China. Currently Changchun's tourism has come into a rapidly developed stage which shows the scenes of prosperity. As one of Changchun's five key industries, tourism has improved fast from its single industrial structure to industrial integration. However, there are many tourism brands in Changchun, including The Puppet Manchukuo Palace Museum, Jingyue scenic area, automobile culture theme park, Changchun movie wonderland, and ice-snow tourism, etc. The unclearness of tourism brand position has been a main factor that restricts the development of Changchun's tourism industry. Thus, it is very necessary and important both for Changchun city and Jilin province to find the right position for brand building and marketing strategy of Changchun's tourism, which includes finding directions for future tourism development and methods to attract more investigators, dwellers and tourists.Based on regional perspective and taking Changchun city as the example, this paper aims to find out regional resources and apply related theories to the brand building process. The author hopes that this paper can provide a theoretical guidance for Changchun's tourism industry, helping to set up a tourism brand as well as a beautiful city image for the departments concerned with city planning and tourism.This paper is divided into five chapters. Chapter one is introduction part, which analyses the research background, research significance, research methodology and main contents of this paper. In chapter two, it mainly talks about regional theory, concerning the background, concept and connotation of regional theory, the school of thought on local knowledge, and the practical application of regional theory. In chapter three, the author analyses several local tourism resources and subjective identifications towards them. In Chapter four, the author talks about brand building of Changchun's tourism industry, which mainly includes the current situations and problems of tourism brands in Changchun, the RMP analysis of Changchun's tourism industry and the analysis of the position of Changchun's tourism brands. In chapter five, the author talks about marketing strategy of tourism brands. It respectively illustrates problems and possible strategies of current tourism brand marketing. Chapter six is the conclusion part, in which the research findings as well as some limitations are illustrated.