胡志明市旅游地品牌建设研究
发布时间：2018-12-06 14:01
【摘要】：21世纪是世界各城市的发展和竞争的世纪。越南改革开放以来,全国各大城市也开始走向世界,走进这个发展及竞争的大时代。随着世界旅游业的蓬勃发展和各旅游地之间的激烈竞争,作为越南旅游发展规划中的重点发展旅游地,胡志明市拥有巨多的机遇,同时也面对很多挑战。如今,世界各旅游地都纷纷为自己量身打造各种品牌,胡志明市若不想被淘汰,就必须沿着品牌化的方向发展。因此,为胡志明市进行旅游地品牌建设,是可以突出城市优势并提高自身竞争力的重要和最有效策略之一,是一个很值得深入研究的问题。 本论文对旅游地品牌的相关概念和研究进行阐述,作为论文的理论基础。接着通过运用层次分析法(AHP)对胡志明市旅游地做出评价,并对其品牌现状进行调研分析,从而彻底了解胡志明市目前的状况包括其优势及问题所在。依据胡志明市高价值的历史文化资源,结合城市的实际情况,为城市做出“历史之城、文化之都、休闲之旅”的定位目标,然后运用CIS理论实现品牌识别系统的设计包括理念、行为、视觉三方面,最后提出人员促销、公关活动、政府营销、广告宣传、事件促销、网络宣传六种传播推广方案。 本论文为胡志明市提出旅游地品牌建设的方案和策略,具有针对性和实践性。希望借此能够促进胡志明市在经营旅游业的过程中对品牌理论应用的重视,同时也对打造胡志明市旅游地品牌的实施过程中具有一定的参考价值和借鉴意义,能够帮助提升胡志明市的旅游形象和竞争力。
[Abstract]:The 21st century is the century of development and competition of every city in the world. Since the reform and opening to the outside world, the major cities in Vietnam have entered this era of development and competition. With the vigorous development of the world tourism industry and the fierce competition among the tourist destinations, Ho Chi Minh City, as a key tourist destination in the tourism development planning of Vietnam, has a lot of opportunities and challenges at the same time. Nowadays, every tourist destination around the world has built various brands for itself. If Ho Chi Minh City does not want to be eliminated, it must develop in the direction of branding. Therefore, the construction of tourist destination brand for Ho Chi Minh City is one of the most important and effective strategies which can highlight the advantages of the city and improve its own competitiveness. This paper describes the concept and research of tourism destination brand as the theoretical basis of the paper. Then through the use of Analytic hierarchy process (AHP) to evaluate the tourist destination of Ho Chi Minh City, and to investigate and analyze its brand status, so as to thoroughly understand the current situation of Ho Chi Minh City, including its advantages and problems. According to the high value historical and cultural resources of Ho Chi Minh City and the actual situation of the city, this paper makes the positioning target of "the historical city, the cultural capital, the leisure trip" for the city, and then uses CIS theory to realize the design of the brand identification system including the idea. Finally, the author puts forward six kinds of communication and promotion schemes, such as personnel promotion, public relations activities, government marketing, advertising, event promotion and network propaganda. This paper puts forward the plan and strategy of brand construction of tourist destination in Ho Chi Minh City, which has pertinence and practicality. It is hoped that this will promote Ho Chi Minh City to attach importance to the application of brand theory in the process of operating tourism industry, and at the same time, it will also have certain reference value and significance in the process of building the brand of Ho Chi Minh City tourism destination. Can help improve the tourism image and competitiveness of Ho Chi Minh City.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F593.33
本文编号：2366140
[Abstract]:The 21st century is the century of development and competition of every city in the world. Since the reform and opening to the outside world, the major cities in Vietnam have entered this era of development and competition. With the vigorous development of the world tourism industry and the fierce competition among the tourist destinations, Ho Chi Minh City, as a key tourist destination in the tourism development planning of Vietnam, has a lot of opportunities and challenges at the same time. Nowadays, every tourist destination around the world has built various brands for itself. If Ho Chi Minh City does not want to be eliminated, it must develop in the direction of branding. Therefore, the construction of tourist destination brand for Ho Chi Minh City is one of the most important and effective strategies which can highlight the advantages of the city and improve its own competitiveness. This paper describes the concept and research of tourism destination brand as the theoretical basis of the paper. Then through the use of Analytic hierarchy process (AHP) to evaluate the tourist destination of Ho Chi Minh City, and to investigate and analyze its brand status, so as to thoroughly understand the current situation of Ho Chi Minh City, including its advantages and problems. According to the high value historical and cultural resources of Ho Chi Minh City and the actual situation of the city, this paper makes the positioning target of "the historical city, the cultural capital, the leisure trip" for the city, and then uses CIS theory to realize the design of the brand identification system including the idea. Finally, the author puts forward six kinds of communication and promotion schemes, such as personnel promotion, public relations activities, government marketing, advertising, event promotion and network propaganda. This paper puts forward the plan and strategy of brand construction of tourist destination in Ho Chi Minh City, which has pertinence and practicality. It is hoped that this will promote Ho Chi Minh City to attach importance to the application of brand theory in the process of operating tourism industry, and at the same time, it will also have certain reference value and significance in the process of building the brand of Ho Chi Minh City tourism destination. Can help improve the tourism image and competitiveness of Ho Chi Minh City.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F593.33
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