中山市城市旅游品牌的创建与维护

发布时间：2018-05-18 18:50

本文选题：城市旅游品牌 + 品牌构建　；参考：《电子科技大学》2012年硕士论文

【摘要】：目前，中国的城市旅游品牌不断涌现，既有以城市历史底蕴为基础的文化旅游品牌，也有依靠城市自然资源为亮点的休闲观光旅游品牌，中国的城市旅游已经进入到一个品牌化的激烈竞争阶段。中山市如何根据自身的城市特色资源，结合旅游者的需求变化构建有竞争力的城市旅游品牌，，以及如何进行后期的品牌维护和管理，保持城市旅游品牌的知名度和忠诚度，是当前值得研究和解决的实践问题。本文对中山市城市旅游品牌的创与维护主要通过四方面进行：一是分析国内外城市旅游品牌发展的现状，得出一些对中山市城市旅游品牌构建的启示；二是以中山市城市旅游品牌的现状分析和SWOT分析为基础，通过中山市城市旅游品牌构建的优势、劣势、机遇和挑战四方面的具体分析，识别和确立中山市城市旅游品牌的定位及品牌的内在价值；三是通过中山市城市旅游品牌CIS的导入，从理念、视觉和行为三个方面提高中山市城市旅游品牌的识别力和影响力；四是对中山市城市旅游品牌的维护和管理提出一些具体的建议，包括品牌的整体营销，品牌的后期管理，品牌的提升等各方面提出有针对性的建议。本篇论文的主要研究成果体现在：1、以SWOT为分析工具，全面地对中山市拥有的旅游资源优势、目前旅游品牌发展的劣势、旅游品牌发展的机遇及面临的威胁进行了分析，并通过历年的旅游统计年鉴数据进行整理分析，为得出中山市在国际视角上的城市品牌定位为“全球华人的精神家园”，在国内视角上的城市品牌定位为“伟人故里，宜居中山”这一结论提供了坚实的基础；2、通过旅游品牌CIS的研究，为中山市旅游品牌形象的提升提供了具体的导入方法；3、对中山市旅游品牌构建后的维护和管理进行了系统的研究，并提供了切合实际的建议。
[Abstract]:At present, China's urban tourism brands are constantly emerging, not only cultural tourism brands based on the historical details of cities, but also leisure and sightseeing tourism brands that rely on urban natural resources as bright spots. China's urban tourism has entered a brand of fierce competition. How to build competitive city tourism brand according to its own city characteristic resources and the change of tourist's demand, and how to carry on the brand maintenance and management in the later period to maintain the city tourism brand's popularity and loyalty, It is a practical problem worth studying and solving at present. In this paper, the creation and maintenance of urban tourism brands in Zhongshan City are mainly carried out in four aspects: firstly, the current situation of the development of urban tourism brands at home and abroad is analyzed, and some inspirations to the construction of urban tourism brands in Zhongshan City are obtained; Secondly, based on the current situation analysis and SWOT analysis of the urban tourism brand in Zhongshan City, through the specific analysis of the advantages, disadvantages, opportunities and challenges of the construction of the urban tourism brand in Zhongshan City, Identify and establish the positioning and intrinsic value of Zhongshan city tourism brand; third, through the introduction of Zhongshan city tourism brand CIS, improve the recognition and influence of Zhongshan city tourism brand from three aspects: idea, vision and behavior; Fourth, it puts forward some specific suggestions on the maintenance and management of Zhongshan city tourism brand, including the overall marketing of the brand, the late management of the brand, the promotion of the brand and so on. The main research results of this paper are reflected in: 1. With SWOT as an analysis tool, the paper comprehensively analyzes the advantages of tourism resources, the disadvantages of the development of tourism brands, the opportunities and threats to the development of tourism brands in Zhongshan City. And through the statistical yearbook data of tourism over the years, in order to draw the conclusion that the city brand of Zhongshan city is "the spiritual homeland of the global Chinese" in the international perspective, the city brand position of the domestic perspective is "the hometown of the great man". The conclusion of "livable in Zhongshan" provides a solid foundation for the study of tourism brand CIS. This paper provides a concrete introduction method for the promotion of the tourism brand image in Zhongshan City, and makes a systematic study on the maintenance and management of the tourism brand construction in Zhongshan City, and provides some practical suggestions.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7

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