生态位理论视角下区域城市旅游品牌系统构建研究——以山东省会都市圈为例

发布时间：2018-04-29 14:19

本文选题：生态位 + 生态位重叠　；参考：《旅游学刊》2013年09期

【摘要】：区域合作旨在建立关联紧密、具有结构强度的城市合作体系,提高区域整体吸引力和竞争力,形成共同抵御风险的机制。传统的城市发展聚焦于内部资源配置,忽略外部资源的引入和整合,从而引发区域间壁垒高筑,阻碍区域合作体系的建立。因此,如何借助城市品牌联合构建区域合作机制成为当前的热点。目前的区域合作研究大多以定性分析为主,品牌合作体系主要建立在历史经验判断以及阶段性市场表现的基础上,缺乏对品牌内部结构的剖析。鉴于此,文章以旅游品牌系统构建为切入点,引入生态位理论的数理研究方法,定量分析区域内各城市旅游品牌发展现状以及相互间竞争态势,并明晰品牌合作机制和发展策略。文章选取山东省会都市圈城市旅游品牌体系作为实证研究对象,着眼于区域城市旅游品牌体系内部生态系统的分析,设计了城市品牌生态位强度评价的指标体系,测算品牌间生态重叠度和生态位强度,明确单体旅游品牌的竞争力及其主要竞争对手,提炼出品牌体系中承担关键种作用的城市旅游品牌,梳理单体品牌在体系中的地位,并重构层次分明的区域城市旅游品牌合作体系,最后提出了泛化与特化、错位竞争、扩充与强化以及和谐共生的品牌竞争策略,并指出各种策略组合的适用条件。
[Abstract]:The aim of regional cooperation is to establish a close and structurally strong urban cooperation system, to improve the overall attractiveness and competitiveness of the region, and to form a mechanism to resist risks together. Traditional urban development focuses on the allocation of internal resources, neglecting the introduction and integration of external resources, which leads to high barriers between regions and hinders the establishment of regional cooperation system. Therefore, how to build a regional cooperation mechanism with the help of urban brands has become a hot spot. At present, the research of regional cooperation is mainly based on qualitative analysis, and the brand cooperation system is mainly based on the historical experience judgment and the stage market performance, and lacks the analysis of the internal structure of the brand. In view of this, the paper takes the construction of tourism brand system as the breakthrough point, introduces the mathematical research method of niche theory, and quantitatively analyzes the present situation of tourism brand development and the competition situation among different cities in the region. And clear brand cooperation mechanism and development strategy. This paper selects the urban tourism brand system of Shandong provincial capital metropolitan area as the empirical research object, focuses on the analysis of the ecosystem inside the regional urban tourism brand system, and designs the index system of the urban brand niche strength evaluation. Measuring the ecological overlap degree and niche intensity among brands, defining the competitiveness of individual tourism brands and their main competitors, refining the urban tourism brands that play a key role in the brand system, and combing the position of individual brands in the system. At last, the author puts forward the brand competition strategies of generalization and specialization, dislocation competition, expansion and strengthening, and harmonious symbiosis, and points out the applicable conditions of all kinds of strategy combinations.
【作者单位】：山东大学管理学院;大连理工大学管理与经济学部;
【基金】：国家自然科学基金(71272121) 教育部人文社会科学研究项目(10YJC630309) 山东大学自主创新基金项目(IFW10024)资助~~
【分类号】：F592.7

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