基于旅游综合体“谋道”品牌价值链开发研究

发布时间：2018-04-26 01:30

本文选题：谋道镇 + 旅游综合体　；参考：《重庆理工大学》2014年硕士论文

【摘要】：随着生产力水平的发展，我国经济得以快速可持续发展，旅游产业伴随着经济水平的提高而得以快速发展，旅游综合体从体量化逐渐向品牌化，多元化进行发展。人们对于旅游的品牌化追求也越来越高，旅游房地产也跟着成长起来，各种各样的旅游综合体品牌脱颖而出，旅游综合体品牌化经营为未来发展的趋势，也将成为人们度假、生活的新去处。旅游综合体品牌化也是我国旅游业发展成熟的产物。本文从旅游综合体和品牌价值链开发的相关概念和研究成果着手，通过梳理国内外旅游市场的发展历程，，归纳总结了适应旅游市场新需求新变化的一个新型旅游业态—旅游综合体。在此基础上，并尝试结合“TOLD”的开发模式，也就是旅游导向型的土地利用的开发模式，这个模式通过旅游开发使这个地方土地价值迅速提升，从而带动经济发展。本文以旅游综合体品牌价值链的发展做研究，并以湖北省利川市谋道镇为例，这一特殊地理位置和独特的资源禀赋，为旅游综合体品牌价值链建成提供了平台和基础，本文旅游综合体品牌价值链的新的角度研究品牌价值链，丰富了营销学品牌价值链的理论和方法。本文从以下四个部分对本文经行分析和提炼，最后归纳总结出丰富旅游综合体品牌价值链的理论和方法。第一部分：品牌价值链与旅游综合体相关理论。这部分对品牌价值链和旅游综合体概念进行了分析与关联。第二部分：分析了品牌旅游综合体的品牌价值链的构成与开发。根据旅游综合体品牌价值链的构成、开发路径、利益分配进行梳理，为构建和谐的旅游综合体品牌价值链提出了方案。第三部分：根据利川谋道镇的天然资源及地理环境，提出其品牌价值链的品牌定位与开发策略。通过空间布局及功能分区的建设来使整个旅游综合体体现出品牌价值链效益，结合“TOLD”模式让土地资源得到最大效益，进一步延伸品牌价值链的各种效应。第四部分：提出优化和适应旅游综合体的品牌价值链的发展模式。提出适应利川谋道镇的“谋道”品牌价值链发展的思路，并对以后未来的发展进行展望。
[Abstract]:With the development of productive forces, the economy of our country can develop rapidly and sustainably, the tourism industry develops rapidly with the improvement of economic level, and the tourism complex is gradually developed from volume quantization to brand and diversification. People's pursuit of tourism branding is also getting higher and higher, tourism real estate is also growing up, various tourism complex brands stand out, tourism complex brand management will become a trend of future development, and it will also become a holiday for people. A new place to live. The brand of tourism complex is also a mature product of tourism development in China. This paper starts with the related concepts and research results of tourism complex and brand value chain development, through combing the development course of domestic and foreign tourism market. This paper summarizes a new type of tourism form-tourism complex which adapts to the new demand of tourism market. On this basis, this paper tries to combine the development mode of "TOLD", that is, the tourism-oriented land use development model, which promotes the local land value rapidly through the tourism development, thus promotes the economic development. This paper studies the development of tourism complex brand value chain, and takes Mudao Town, Lichuan City, Hubei Province as an example. This special geographical location and unique resource endowment provide a platform and foundation for the establishment of tourism complex brand value chain. This paper studies brand value chain from a new perspective of tourism complex brand value chain, which enriches the theory and method of marketing brand value chain. This paper analyzes and refines this article from the following four parts, and finally summarizes the theory and method of rich tourism complex brand value chain. The first part: the theory of brand value chain and tourism complex. This part analyzes the concept of brand value chain and tourism complex. The second part: the composition and development of brand value chain of brand tourism complex. According to the composition, development path and benefit distribution of the brand value chain of tourism complex, this paper puts forward a scheme for constructing a harmonious brand value chain of tourism complex. The third part: according to the natural resources and geographical environment of Mudao Town, this paper puts forward the brand positioning and development strategy of its brand value chain. Through the construction of spatial layout and functional zoning, the whole tourism complex can embody the benefit of brand value chain, combine "TOLD" mode to make land resources get the maximum benefit, and further extend all kinds of effects of brand value chain. The fourth part: put forward the development mode of brand value chain to optimize and adapt to tourism complex. This paper puts forward the idea of "Mou Dao" brand value chain development in Lichuan Mudao Town, and looks forward to the future development.
【学位授予单位】：重庆理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.6;F273.2

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