湘西旅游品牌资产核心价值及竞争战略研究

发布时间：2018-03-25 05:38

  本文选题：湘西旅游品牌　切入点：品牌资产　出处：《吉首大学》2008年硕士论文

【摘要】： 湘西地区具有丰富的旅游资源,并已开发了系列旅游景点,初步形成了以凤凰和古丈为核心的两个旅游区。但是,作为整体的“湘西”旅游品牌却并没有很好的建立起来,其品牌的核心价值构建还远远滞后于其所拥有的自然禀赋资源,湘西在国内外的旅游感召力和吸引力仍较为薄弱。整个湘西区域内的系列旅游区各自为阵,缺乏统一的品牌灵魂的统摄,缺乏以“湘西”为宏观品牌的整合后的竞争力,“湘西”旅游品牌的核心价值构建和整合也显得十分凌乱。这涉及到两个相关的问题,即,第一,作为统一品牌的“湘西”,其品牌的核心价值应该由什么样的理念和逻辑来支撑和构成;第二,如何在这个理念和逻辑的统摄下,把分散的系列旅游品牌进行有效整合和逻辑构建,使之共同擎起“湘西”这个统一品牌,从而打造出能显著提升其在国内外的竞争力的品牌竞争战略。 本文针对这两个问题,深入结合旅游品牌的文化价值的研究理论、品牌营销理论、品牌核心价值理论、竞争理论等研究成果,进行探讨,力图构建出发觞于湘西地域“文脉”的旅游品牌核心价值体系,并试图提出“酉水风光带”框架下的古镇战略、“吉凤风光带”框架下的苗寨战略、深度旅游模式框架下的桃花源战略、基于地域文化的品牌意象战略以及巫傩文化战略等,从而使湘西地区旅游品牌成为真正具有较强竞争力的优势品牌,为政府制定政策提供决策依据。 本文的创新之处在于先从宏观上整合和打造湘西旅游品牌资产及其核心价值理念体系,然后在此基础上提出能帮助提升其品牌竞争力的品牌竞争战略。
[Abstract]:Xiangxi is rich in tourism resources and has developed a series of tourist attractions, initially forming two tourist areas with Phoenix and Guzhang as the core. However, as a whole, the "Xiangxi" tourist brand has not been well established. The core value of the brand is still lagging far behind the natural endowment resources, and the attraction and attraction of the tourism in the west of Hunan are still relatively weak. Lack of unified brand soul, lack of competitiveness after integration of "Xiangxi" as macro brand, construction and integration of core value of "Xiangxi" tourism brand is also very disorderly, which involves two related problems, namely, first, As a unified brand of "Xiangxi", the core value of its brand should be supported and constituted by what kind of idea and logic; second, how to control this idea and logic, The scattered series of tourism brands are effectively integrated and logically constructed, so that they can jointly hold up the unified brand of "Xiangxi" so as to create a brand competitive strategy that can significantly enhance its competitiveness at home and abroad. Aiming at these two problems, this paper deeply combines the research results of cultural value of tourism brand, brand marketing theory, brand core value theory, competition theory and so on. This paper tries to construct the core value system of tourism brand, which originated from the "cultural context" in western Hunan, and tries to put forward the strategy of ancient town under the framework of "Youshui scenery belt" and the strategy of Miaozhai under the frame of "Jifeng scenery belt". The Taohuayuan strategy, the brand image strategy based on the regional culture and the Wunuo culture strategy under the framework of the deep tourism mode make the tourism brand in the west of Hunan become a truly competitive advantage brand. To provide a basis for the government to make policy decisions. The innovation of this paper is to integrate and build Xiangxi tourism brand equity and its core value concept system from the macro perspective, and then put forward the brand competition strategy which can help to enhance its brand competitiveness.
【学位授予单位】：吉首大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F592.7

【引证文献】

中国硕士学位论文全文数据库 前2条

1 滕攀;湘西南路阳戏研究[D];陕西师范大学;2011年

2 蔡琴;湖南环洞庭湖区域旅游资源整合研究[D];华东师范大学;2010年

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本文编号：1661806