我国城市旅游品牌塑造中的政府行为研究

发布时间：2018-04-24 22:08

本文选题：城市旅游品牌 + 定位　；参考：《中国海洋大学》2009年硕士论文

【摘要】：在经济全球化的浪潮中,纵观当今企业、城市和国家,不难发现,一个地区的知名品牌越多,市场就越大,经济实力也就越强。要发展地区经济,增强城市竞争力,就必须更好的塑造适合自己的城市品牌,一个城市拥有了个性化的品牌,就意味着为城市发展添设了加速器。随着中国旅游业的发展壮大,城市已经成为发展旅游业的核心载体,越来越多的城市依靠发展旅游业来提高城市竞争力。我国目前正掀起城市品牌的热潮,无论是北京、上海这样的大城市,还是威海、大连这样的中小城市,都渴望通过成功的城市品牌塑造,在日益激烈的城市竞争中占据有利地位。但目前对城市品牌理论的研究还处于不成熟阶段,没有形成系统的理论框架,对城市旅游品牌塑造的认识模糊不清,在塑造过程中存在城市旅游品牌定位脱离实际、盲目超前,品牌个性不足,缺少城市整体旅游规划、规划落实难,旅游品牌的维护、管理不到位等问题。城市旅游品牌作为公共产品,具有唯一性、综合性、文化性、适销性、生命周期不确定性的特征,只有了解这些特征,将“共性”理念提升到“个性”理念,将“直觉感知”理念提升到“文化精神”理念,以城市“共性”为基础,挖掘城市的“文化个性”,突出城市“服务个性”,围绕挖掘城市核心价值以满足旅游者深层次的心理需求,才能致力于城市旅游品牌的塑造。从城市旅游竞争的发展趋势——品牌竞争作为出发点,我国城市政府在塑造城市旅游品牌的过程中发挥了无可替代的作用,城市政府在品牌塑造过程中筹措资金、建设旅游基础设施、营造良好的旅游环境、引进和培育优秀的旅游人才方面发挥重要作用。城市旅游品牌的塑造是一个系统持续的过程,一方面城市政府能够引导城市旅游品牌的正确定位,提高城市旅游品牌扩张的有效性、保持塑造品牌过程中的高效性,为品牌塑造提供良好的法律保障,另一方面,城市政府在发挥积极作用的同时,也出现了一些误区和问题,诸如在城市旅游品牌定位中出现目标模糊,反复无常,城市之间定位的雷同;政府在制定旅游规划制定中好高骛远,宣传过程中单纯注重品牌宣传,忽视城市整合营销,公共产品的产权不明晰导致“公地悲剧”的发生;在后续旅游品牌的维护与管理中,政府公关的危机管理意识不强,旅游资源的保护不力,加之旅游法律法规的不完善,个别经营者的不规范行为对其他企业、个人、公众造成了危害等等。这些消极作用影响了城市的竞争力,阻碍了城市的发展。论其原因,一方面政府从自身特殊的功能、地位出发,必然有其行政化目标,如保证社会的基本稳定,维护执政者的良好形象等,这些行政化目标使城市旅游品牌的社会利益最大化目标相对弱化,行政性因素导致旅游资源的配置无效。另一方面,我国城市政府职能在旅游业发展过程中转变滞后,不能满足市场经济的要求,相关旅游管理机构改革和建立管理体系迟缓,缺少职能统一、具有权威的宏观调控部门。这些原因导致了政府行为在城市旅游品牌的塑造中产生消极作用。城市政府要想塑造个性鲜明的城市旅游品牌,在竞争中取得优势,必须在深刻分析上述原因的基础上,采取措施有效避开城市旅游品牌塑造中的“误区”,避免这些问题的产生,就要在城市旅游品牌塑造中根据城市特色,用科学系统的方法进行准确的品牌定位;制定系统的旅游规划,提供旅游基础设施,提供人力、物力、资源的支持;对城市旅游品牌进行广泛传播,从城市标志的视觉设计到发挥政府公关作用,对城市旅游品牌进行全方位的推介和宣传,实施整合的品牌营销;加强品牌维护管理,打造自身强势优势品牌,完善旅游信息检测系统,制定健全的政策法律,进行有效的行业管理。总之,城市旅游品牌的塑造是一个复杂的系统工程,要求城市政府在城市旅游品牌塑造过程中,实事求是,因地制宜,在分析政府行为存在问题的原因的基础上开拓思路,寻求应对之法,使政府行为的消极作用达到最小化,才能切切实实地对城市旅游品牌的塑造产生积极的推动作用,提高城市竞争力。
[Abstract]:In the tide of economic globalization, looking at today's enterprises, cities and countries, it is not difficult to find that the more famous brands in a region, the greater the market and the stronger the economic strength. To develop the regional economy and enhance the competitiveness of the city, it is necessary to better shape the suitable city brand, and a city has a personalized brand, which means that the city has a personalized brand. With the development and expansion of China's tourism industry, the city has become the core carrier for the development of tourism. More and more cities rely on the development of tourism to improve the competitiveness of the city. China is now raising the upsurge of urban brands, such as Beijing, Shanghai, and Weihai, Dalian. The small and medium-sized cities are eager to build a successful city brand and occupy a favorable position in the increasingly fierce city competition. However, the research on the theory of urban brand is still in the immature stage, there is no systematic theoretical framework, the understanding of the city tourism brand is blurred, and the city tourism products exist in the process of molding. Brand positioning is divorced from reality, blind ahead, lack of brand personality, lack of overall urban tourism planning, difficulties in planning implementation, maintenance of tourism brands, and inadequate management.
As a public product, urban tourism brand has the characteristics of uniqueness, uniqueness, comprehensiveness, culture, marketability, and uncertainty of life cycle. Only understanding these features will promote the concept of "commonality" to the concept of "individuality", and promote the concept of "intuition perception" to the concept of "cultural essence", and excavate the city on the basis of the "Commonness" of the city. "Cultural personality", highlighting the "service personality" of the city, focusing on the core value of the city to meet the deep psychological needs of the tourists, can be committed to the molding of the city tourism brand. From the trend of the development of the city tourism competition as the starting point of the brand competition, the city government of our country plays a role in shaping the city tourism brand. As an irreplaceable role, the city government plays an important role in raising funds, building tourism infrastructure, creating a good tourist environment and introducing and cultivating excellent tourism talents in the process of brand building.
The molding of urban tourism brand is a continuous process. On the one hand, the city government can guide the correct positioning of the city tourism brand, improve the effectiveness of the expansion of the city tourism brand, keep the high efficiency in the process of molding the brand, and provide a good legal protection for the brand molding. On the other hand, the city government plays an active role. At the same time, there are also some misunderstandings and problems, such as the blurring of the target in the city tourism brand positioning, the repetition of the urban positioning, the government is more ambitious in the formulation of tourism planning, the simple emphasis on brand publicity, the neglect of the urban integrated marketing, the unclear property rights of public products lead to "public land". In the maintenance and management of the following tourist brands, the crisis management consciousness of government public relations is not strong, the protection of the tourism resources is not strong, and the tourism laws and regulations are not perfect, the non standard behavior of the individual operators has caused danger to other enterprises, individuals and the public. These negative effects have affected the competitiveness of the city, It hinders the development of the city.
On the one hand, on the one hand, the government must have its administrative goal from its own special functions and status, such as guaranteeing the basic stability of the society, maintaining the good image of the ruling people, and so on. These administrative targets weaken the goal of the maximization of the social interests of the city tourism brand, and the administrative factors lead to the invalid allocation of tourism resources. On the other hand, the function of urban government in China is lagging behind in the development of tourism industry, which can not meet the requirements of the market economy. The reform of the related tourism management institutions and the establishment of management system are slow, lack of unity of functions and authoritative macro regulation and control departments. These reasons lead to the negative effect of government behavior in the molding of urban tourism brands. Use.
In order to create a distinctive city tourism brand and gain advantages in the competition, the city government must take measures to avoid the "misunderstanding" in the molding of urban tourism brand on the basis of the profound analysis of the above reasons and avoid the emergence of these problems. It is necessary to use scientific system in the molding of city tourism brand according to the city characteristics. Methods to carry out accurate brand positioning, formulate a systematic tourism planning, provide tourism infrastructure, provide support for human, material and resources, spread widely the city tourism brand, from the visual design of the city logo to the government public relations, and carry out the comprehensive promotion and publicity of the city tourist brand, and implement the integrated brand. Marketing, strengthening brand maintenance and management, building its own strong advantage brand, perfecting tourism information detection system, formulating sound policies and laws, and conducting effective industry management.
In a word, the molding of the city tourism brand is a complex system engineering. It requires the city government to seek truth from facts and adapt to local conditions in the process of building the city tourism brand, to explore the reasons for the problems of government behavior, to seek the way to deal with it, to minimize the negative effect of government behavior, and to be realistic. It will play a positive role in promoting the shaping of urban tourism brand and enhance the competitiveness of cities.

【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F592

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