Study On The Tourism Brand Communication Of Sanqing Mountain Scenery

With the adjustment of industrial structure,the tourism industry has developed rapidly and become a new growth point of national economy. In recent years,the domestic tourism market competition is becoming increasingly fierce, especially eco-tourism is more prominent. In this situation,the region's tourist attractions have clearly realized that to survive in this fierce competition and development, and actively promote brand communication is the most effective and necessary means. In the information age today,eco-tourism area of brand communication is a long-term investment,effective relief of major projects,so the possibility of ensuring that resort brand communication to achieve marketing objectives on the basis of brand communication to achieve the desired effect,give travel consumers the recognition and acceptance,thus effectively the accumulation of customers,enhance the scenic brand influence becomes more important,but also extremely difficult.In this paper, eco-tourism scenic spot in Jiangxi Province famous brand communication--- Mountains in depth as a case study. First,the background of this study,the significance elaborate,and study at home and abroad were reviewed Resorts brand communication,while questions of this study,to clarify research methods and innovations. Second,the system analyzes the necessity and feasibility of the Mountains Scenic brand communication. Then, the status quo of brand communication Scenic Mountains in the analysis, the first of a whole before Mountains in scenic spots were systematically expounded,and then analyze brand communication situation,including the organization of security,the audience ideas,disseminate content and communication channels,and then on this basis sum up experience,analysis of brand communication problems that exist in the past,such as:lack of brand recognition system,ignoring the target audience analysis,local brands vary greatly and lack of communication strategy and other details. Finally, to improve the basic principles and countermeasure research Scenic Mountains in brand communication effects,mainly to do unified visual identification system,strengthen the scenic integrated communication, expanding maintenance Resorts brand and so on. Through this study to provide a basis for decision making Sanqing Mountain scenic brand communication,but also for other domestic tourist attractions of brand building and dissemination give reference.