Research On Optimization Of Brand Marketing Strategy For Laoxiangzi Scenic Area In Longde County

With the continuous improvement of the living standards of Chinese residents,the requirements for quality of life and spiritual and cultural life are also getting higher and higher.In recent years,the domestic tourism market has continued to grow and expand,and the supply of different types and forms of cultural products and services has been continuously enriched,and the tourism economy driven by it has become an indispensable part of the national economy.Under many forms of tourism,rural tourism is increasingly favored by people with its distinctive characteristics,and has become one of the important ways to drive rural economic development.At present,domestic rural tourism scenic spots have shown a development trend of diversity and branding,and some well-known rural tourism scenic spots have achieved leading development in the tourism market,but most rural tourism scenic spots ignore the key of "brand",resulting in insufficient differentiation and personalization in the same type of rural tourism scenic spots.Therefore,in the era of brand marketing,as a tourist destination,rural tourism scenic spots must not only build a "brand",but also constantly explore the cultural symbols contained in the scenic spots and create a distinctive brand image,in order to win with quality and retain people with charm,so as to increase their "weight" in the hearts of tourists.Under the background of the national strategy of poverty alleviation and rural revitalization,and with the support of local governments at all levels,the old alley scenic spot has been reborn,becoming the first batch of local rural tourism created and developed by the government and with the participation of multiple parties.However,with the emergence of more and more tourism forms,the old alley scenic spots have gradually exposed problems such as insufficient distinctive characteristics and the quality of tourism services to be improved.Therefore,on the basis of studying the literature,this paper collects relevant information by visiting the old alleys,talking with farmers,tourists,and relevant government personnel,and distributing questionnaires,systematically analyzes the current situation,existing problems and causes of brand marketing in the old alleys,and uses the SWOT method to analyze the brand marketing environment of the old alleys.Finally,from the aspects of brand positioning,brand identity,brand image,brand communication and brand management,this paper puts forward feasible suggestions for the optimization of brand marketing strategies of old alley scenic spots,hoping to help old alley scenic spots enhance brand awareness and influence,enhance market competitiveness,drive local economic and social development,so as to better protect excellent traditional culture,and also provide reference for other similar tourist attractions in brand marketing.