Research On Brand Image Redesign Of Jinhu Lotus Lake Scenic Spot Based On Visual Marketing

Recent years,with the continuous increase of national income and the continuous improvement of people’s living standards,consumers’ demand for tourism is gradually increasing and their requirements are gradually strict.Such a situation is both an opportunity and a challenge for domestic scenic spots.Therefore,domestic scenic spots are exploring ways to improve,or actively transforming or enhancing the characteristics of their own tourism resources.,or innovate in scenic spot service management,or start to enhance brand value,etc,to get a place in the tourism market in the new era.Jinhu Lotus Lake is a 4A-level scenic spot project in my country.The main goal of the scenic spot is to build a comprehensive resort park with lotus as the theme.It requires the overall environment to be full of lotus charm and profound cultural heritage.Under the attention of the local government and relevant departments,the scenic spot has received strong support in terms of hardware construction,but there are still problems such as incomplete brand image and ineffective brand marketing in terms of branding and marketing.The author is entrusted by Jiangsu Dianfan Marketing Planning Co,Ltd.Based on the basic theory of visual marketing,while excavating the charm of Jinhu Lotus Lake fully,the author redesigns the brand image of Jinhu Lotus Lake to build a unique and complete Brand.The full text first summarizes the relevant basic theories of visual marketing,brand image and redesign,discusses the necessity,ideas and significance of the combination of visual marketing and brand image,and lays a theoretical foundation for future in-depth research and practice;secondly,through targeted scenic spots The case analysis of brand image design explores the ideas and rules which can redesign the brand image of tourist attractions,and summarizes the specific practice method combined with the basis of visual marketing;From the view of visual marketing,explore the brand value of the scenic spot,develop a good job in the visual design concept,and carry out the visual redesign practice and application of the brand image of the Jinhu Lotus Lake scenic spot.This research focuses on the design method of the brand image of tourist attractions.The difficulty lies in how to redesign the brand image from the view of visual marketing.The output design works need to take advantage of the advantages of visual marketing.Taking into account the brand concept,brand culture,communication media characteristics and other needs of the scenic spot,the updated design content is targeted.The theoretical research results of visual marketing combined with brand image redesign in this paper provide clear design guidelines for design practice,and also provide reference for subsequent researchers.The design practice results with internal business logic produced by it have a certain positive significance in improving the brand image of scenic spots and enhancing the brand value of scenic spots.