桂林七星景区品牌营销研究

发布时间：2018-05-19 03:24

本文选题：七星景区 + 品牌定位　；参考：《广西大学》2012年硕士论文

【摘要】：我国旅游业的发展已经进入了国际竞争时代,对于旅游业的大发展,原有的管理体制和思维方式已经不能适应新的形势,这就对旅游目的地管理和运作水平提出了更高的要求。在激烈的市场竞争中,各旅游目的地和旅游企业也纷纷运用各种形式各种手段进行宣传促销,但热闹过后,市场竞争从粗放日趋走向专业,以“品牌”为核心的一系列深层次问题逐步突显,品牌成为旅游目的地和所有相关产业的核心竞争力已经成为大多数旅游目的地和旅游企业的共识。桂林作为久负盛名的老牌旅游目的地,资源优势明显,但长期的“吃老本”状态已经让许多后起之秀超赶,桂林的旅游企业必须用适应发展的新观念,打造新的名牌形象,以新的姿态在参与市场竞争。本文以桂林七星景区为例,用较为系统的市场营销理论对其品牌营销做研究。从国内及桂林旅游发展现状调查分析入手,分析了七星景区品牌营销的外部环境,梳理、整合了七星景区的内部资源价值,然后归纳了七星景区的品牌核心价值,对七星景区的品牌进行战略定位,从而进行BTS及CIS设计研究,再以设计数据为基础研究七星景区品牌的整合传播及价值提升,提出桂林七星景区品牌的保护及战略实施保障。本文的结论是：用系统的方法梳理景区资源,提炼其核心价值,定位、设计其品牌,进行品牌整合传播,提升其品牌价值,保护品牌是可行的,以期望对其他旅游景区类企业有借鉴意义。
[Abstract]:The development of China's tourism industry has entered the era of international competition. For the great development of tourism industry, the original management system and mode of thinking can no longer adapt to the new situation, which puts forward higher requirements for the management and operation level of tourism destination. In the fierce market competition, various tourist destinations and tourism enterprises also use various forms and various means to promote and promote, but after the excitement, the market competition is moving from extensive to professional day by day. "Brand" as the core of a series of deep-seated problems gradually highlighted, brand as a tourism destination and all related industries core competitiveness has become the consensus of most tourism destinations and tourism enterprises. As a well-known tourist destination, Guilin has obvious advantages in resources, but the long-term state of "feeding on the old" has led many up-and-coming talents to catch up. Guilin's tourism enterprises must use the new concept of adapting to development to create a new image of famous brands. Take a new stance in participating in market competition. This paper takes Guilin Seven Star Scenic spot as an example to study its brand marketing with more systematic marketing theory. Starting with the investigation and analysis of domestic and Guilin tourism development situation, this paper analyzes the external environment of brand marketing in Qixing Scenic spot, combs and integrates the internal resource value of Qixing Scenic spot, and then sums up the core brand value of Qixing Scenic spot. On the basis of the design data, this paper studies the integration, dissemination and value promotion of the seven-star scenic spot brand, and puts forward the protection and strategic implementation of the seven-star scenic spot brand in Guilin. The conclusion of this paper is: it is feasible to comb the resources of scenic spot, refine its core value, position, design its brand, carry on brand conformity and spread, promote its brand value and protect brand by systematic method. In order to expect to other tourist attractions type enterprises have reference significance.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F592.7

【参考文献】