山东省旅游节庆品牌化发展研究

发布时间：2018-07-17 19:31

【摘要】：二十世纪八十年代以来,“品牌”一词悄然渗入到我们生活的各个领域。凡是在社会中客观存在的事物,无论物质的还是精神的,都具有品牌的属性和潜质。人们热衷于有品牌的产品,是因为“品牌”不仅蕴藏着商机更蕴藏着无限的价值,有品牌的商品就有质量上的保障；品牌更会让人形成一种心理依赖,自觉的成为某一品牌的忠实顾客,以体现个人身份和地位。 “品牌”的魅力延伸至旅游行业,旅游业的竞争也早已步入品牌竞争的时代。旅游节庆作为一种以闲暇娱乐为核心的旅游项目,是未来社会人们追求“乐享生活”慢节奏的方式之一,受到更多人的青睐,品牌旅游节庆的受欢迎程度越来越明显。山东省得益于自然与文化的双重优势,自古以来就是旅游大省,经过改革开放以来近30年的发展,山东省形成了一批具有国际、国内影响力的高品质旅游节庆,像青岛国际啤酒节一直以来享有很高的声誉。但是,大部分旅游节庆仍存在各种各样的问题,如：虽有名但缺气,虽有牌但缺品,这些问题抑制了品牌化的进程。本文综合运用了市场学、管理学、统计学、品牌学等学科理论知识,采用德尔菲法、AHP法等定性定量相结合的研究方法,重点对旅游节庆品牌化的影响因子进行分析、评价,对影响品牌化进程最大的六个因子给予权重排序,并结合山东省的具体省情,分别分析了六个因子的不同情况。同时本文也进行了大量的资料搜集、整理工作,汇总了山东省几乎全部的旅游节庆,通过分析山东省旅游节庆发展现状,总结出其品牌化过程中存在的问题,对应的提出本省实现旅游节庆品牌化的有效对策。文章的最后,以本省品牌化程度最高的青岛国际啤酒节为案例进行实证研究,从品牌要素的角度阐述青岛啤酒节的品牌化发展,为全省提供借鉴。
[Abstract]:Since 1980 s, the word "brand" has infiltrated into every field of our life. Whatever exists objectively in society, whether material or spiritual, has brand attributes and potential. People are keen on branded products because "brand" contains not only business opportunities but also unlimited value. Consciously become a brand of loyal customers to reflect personal identity and status. The charm of "brand" extends to the tourism industry, and the competition of tourism has already stepped into the era of brand competition. As a tourism project with leisure and entertainment as its core, tourism festival is one of the ways for people to pursue the slow rhythm of "enjoying life" in the future. It is favored by more and more people, and the popularity of brand tourism festival is becoming more and more obvious. Thanks to the dual advantages of nature and culture, Shandong Province has been a major tourist province since ancient times. After nearly 30 years of development since the reform and opening up, Shandong Province has formed a number of high-quality tourism festivals with international and domestic influence. Like Qingdao International Beer Festival has always enjoyed a high reputation. However, most tourism festivals still have a variety of problems, such as: famous but lack of gas, although licensed but lack of goods, these problems inhibit the process of branding. This article synthetically uses the theories of marketing, management, statistics, brand science and so on, and adopts the qualitative and quantitative research methods such as Delphi method and AHP method to analyze and evaluate the influencing factors of tourism festival brand. The weight ranking is given to the six factors that influence the process of branding, and the different conditions of the six factors are analyzed according to the specific situation of Shandong Province. At the same time, this paper also carried out a lot of data collection, collated work, summarized almost all the tourism festivals in Shandong Province, through the analysis of Shandong Province tourism festival development status quo, summed up its brand in the process of problems, Corresponding to put forward the province to achieve tourism festival brand effective countermeasures. Finally, taking Qingdao International Beer Festival as a case study, this paper expounds the brand development of Qingdao Beer Festival from the point of view of brand elements, which provides a reference for the province.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7

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