The Shaping Of Beijing-Zhangjiakou Railway Tourism Brand And Integrated Marketing Communication

Beijing-Zhangjiakou Railway departs from Fengtai District which is in Beijing.The railway is about 200 kilometers long from Nankou,Juyongguan,Badaling and Xuanhua to Zhangjiakou,Hebei.It was built in September 1905 by Mr.Zhan Tianyou.It lasted for 4 years and was finally completed in 1909.As the first trunk railway designed and constructed by Chinese,the completion of the Beijing-Zhangjiakou Railway has greatly enhanced the self-confidence of our nation and left a strong and colorful brush in China’s modern history.Over the past 100 years,the Beijing-Zhangjiakou Railway has not only contributed to China’s development and progress,but has also inspired the Chinese to move forward.Beijing is a world-famous historical and cultural city which is called “A City of Oriental Culture”.It has a long history and a rich and numerous cultural heritage.In recent years,with the continuous improvement of the understanding of cultural heritage and the gradual increase of government work,the voice for the development of corresponding cultural heritage tourism is also growing.Against this background,combined with successful railway tourism cases abroad,China began to gradually integrate its tourism resources and transportation facilities to develop railway tourism projects with Chinese characteristics.Railway tourism is a kind of tourism activity that combines tourism traffic with tourist attractions.It is a novel tourism planning idea to combine the Beijing-Zhangjiakou railway with many cultural heritages on the railway line to create railway heritage and cultural tourism.This thesis clarifies the background and research significance of the railway tourism represented by the Beijing-Zhangjiao Railway,and consults a large number of relevant domestic and foreign literatures,and summarizes the theories of brand positioning,brand building and integrated marketing communication.The main research methods of this thesis are documentation method,field method and interdisciplinary perspectives.In the first chapter,taking the Swiss “Gotthard Panorama Express”,“Glacier Express”,Yunnan Jianshui sightseeing train as the research object,analyzing the successful representatives of railway tourism brands at home and abroad,and studying the uniqueness and the path to success.The second chapter analyzes the resource base of the Beijing-Zhangjiakou Railway and conducts SWOT analysis on the development of railway tourism of the Beijing-Zhangjiakou Railway.In the third chapter,through the combination of the above,the research on the branding of the Beijing-Zhangjiao railway tourism project is carried out.From the two aspects of the brand image shaping and brand culture shaping of the Beijing-Zhangjiao Railway,the brand building of the Beijing-Zhangjiao Railway tourism is comprehensively constructed.The fourth chapter combines the current development status,and develops the integrated marketing communication plan for the Beijing-Zhanghai railway tourism brand.It also provides some reference for other railway development in China.And hope that the national tourism brand can be used for reference.