Shanxi Province Tourism Program Brand Development Strategy Research

In the twenty-first century,the tourism in China development rapidly.China's tourism has become prosperous industry.In this process,a lot of tourism tv programs was sprung up in the TV screen.However television and other traditional media is facing a serious survival issues,compared to the tourism industry,how to make the tourism tv program is a huge challenge.The first chapter and the second chapter provide the theoretical basis for the overall study.The third chapter use the PEST analysis model carry on the related research from the macroscopic angle.The chapter four analysis the case《my travel guide》from the micro angle.The fifth chapter puts forward some suggestions on the future development strategy of tourism program according to the previous system research.The sixth chapter is the conclusion chapter.Through the literature collection and case study methods.This paper analyzes the changes of the brand strategy construction in the media environment from the macroscopic point of view,also this paper analysis the development experience of tourism program brand through the micro-cases.Through the theoretical guiding ideology,summed up the experience to guide practice.provide the ideas for the television brand marketing through analysis macro-media environment changes and brand strategy.Analysis case of《my travel guide》to provide reference to similar tourism programs.Through the previous series of the theory and case study,for Shanxi tourism program brand development strategy countermeasure are the following:1.content upgrade,become convergence media platform.2.market segmentation upgrade,optimize market positioning.3.visual content upgrades,create powerful visual hammer.4event marketing upgrades,connect online and offline marketing.5.integrated marketing upgrades,build the strongest brand.6.break the wall of TV traditionai system.