贵州避暑旅游品牌战略研究
发布时间：2018-09-01 13:42
【摘要】：避暑旅游是世界上历史比较悠久,目前仍然盛行的夏季旅游活动,也是我国的传统型旅游活动。当今全球变暖逆转乏力,人们愈发意识到避暑型气候资源作为一种生态资源、旅游资源显得十分稀缺而珍贵。贵州省位于副热带东亚大陆的季风区内,气候类型属中国亚热带高原季风湿润气候。全省大部分地区气候温和,冬无严寒,夏无酷暑,四季分明,拥有较大的避暑经济发展优势和可观前景。本文选取我国贵州省作为研究对象,对贵州避暑旅游的品牌战略问题进行了系统的分析和研究。 本文以现代品牌战略理论及相关理论为指导,从分析国内外避暑旅游发展态势及竞争环境入手,深入剖析贵州避暑旅游的发展条件及发展现状,结合贵州自身的优势和劣势,提出了贵州实施避暑旅游品牌战略的必要性。在品牌战略构建的过程中,首先对贵州避暑旅游品牌的目标进行设计,将之确定为：面向中南、华南地区的区域性避暑旅游品牌；其次对贵州避暑旅游品牌进行科学定位,将贵州避暑旅游品牌的基本目标市场定位为中南、华南地区,将贵州区域形象定位为避暑天堂、歌舞之乡、美酒之乡、生态之州；再次,重点设计贵州避暑旅游品牌系列产品：避暑登山、避暑漂流、避暑疗养、避暑美食旅游品牌等；在确定了避暑旅游品牌的目标受众后,选择各种宣传方式进行品牌的推广,包括口碑传播、公关推广、广告传播、人员推销、服务策略。本文的最后,为保障贵州避暑旅游品牌战略的顺利实施提出了相应的措施及建议,包括强化避暑品牌意识、优化品牌实施环境、完善避暑基础设施、培养专业旅游人才、加强旅游区域合作、注重整体品牌营销等内容。
[Abstract]:Summer tourism is a traditional tourist activity in our country, which has a long history in the world and is still popular at present. Nowadays, global warming is weak, people are increasingly aware of summer climate resources as a kind of ecological resources, tourism resources are very scarce and precious. Guizhou Province is located in the monsoon region of the subtropical East Asian continent. The climate type is the monsoon humid climate of the subtropical plateau of China. Most areas of the province have mild climate, no cold winter, no heat in summer, four distinct seasons, and great economic development advantages and considerable prospects. In this paper, Guizhou Province is selected as the research object, and the brand strategy of Guizhou summer tourism is systematically analyzed and studied. Under the guidance of modern brand strategy theory and related theories, this paper analyzes the development situation and competitive environment of summer tourism at home and abroad, analyzes the development conditions and current situation of Guizhou summer tourism, and combines the advantages and disadvantages of Guizhou itself. This paper puts forward the necessity of implementing the brand strategy of summer tourism in Guizhou. In the process of brand strategy construction, firstly, the goal of Guizhou summer tourism brand is designed, which is determined as: regional summer tourism brand facing central and southern China, and secondly, scientific positioning of Guizhou summer tourism brand. Positioning the basic target market of Guizhou summer tourism brand as central south and south China, and positioning Guizhou regional image as summer paradise, hometown of singing and dancing, hometown of wine, ecological state; third, Focus on the design of Guizhou summer tourism brand series products: summer climbing, summer drift, summer recuperation, summer food tourism brand, etc. After determining the target audience of summer tourism brand, select various publicity methods to promote the brand, Including word of mouth dissemination, public relations promotion, advertising communication, personnel sales, service strategy. Finally, in order to ensure the smooth implementation of Guizhou summer tourism brand strategy, the paper puts forward the corresponding measures and suggestions, including strengthening the brand awareness of summer vacation, optimizing the brand implementation environment, improving the infrastructure for summer vacation, and training professional tourism talents. Strengthen tourism regional cooperation, focus on the overall brand marketing and other content.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F592.7
[Abstract]:Summer tourism is a traditional tourist activity in our country, which has a long history in the world and is still popular at present. Nowadays, global warming is weak, people are increasingly aware of summer climate resources as a kind of ecological resources, tourism resources are very scarce and precious. Guizhou Province is located in the monsoon region of the subtropical East Asian continent. The climate type is the monsoon humid climate of the subtropical plateau of China. Most areas of the province have mild climate, no cold winter, no heat in summer, four distinct seasons, and great economic development advantages and considerable prospects. In this paper, Guizhou Province is selected as the research object, and the brand strategy of Guizhou summer tourism is systematically analyzed and studied. Under the guidance of modern brand strategy theory and related theories, this paper analyzes the development situation and competitive environment of summer tourism at home and abroad, analyzes the development conditions and current situation of Guizhou summer tourism, and combines the advantages and disadvantages of Guizhou itself. This paper puts forward the necessity of implementing the brand strategy of summer tourism in Guizhou. In the process of brand strategy construction, firstly, the goal of Guizhou summer tourism brand is designed, which is determined as: regional summer tourism brand facing central and southern China, and secondly, scientific positioning of Guizhou summer tourism brand. Positioning the basic target market of Guizhou summer tourism brand as central south and south China, and positioning Guizhou regional image as summer paradise, hometown of singing and dancing, hometown of wine, ecological state; third, Focus on the design of Guizhou summer tourism brand series products: summer climbing, summer drift, summer recuperation, summer food tourism brand, etc. After determining the target audience of summer tourism brand, select various publicity methods to promote the brand, Including word of mouth dissemination, public relations promotion, advertising communication, personnel sales, service strategy. Finally, in order to ensure the smooth implementation of Guizhou summer tourism brand strategy, the paper puts forward the corresponding measures and suggestions, including strengthening the brand awareness of summer vacation, optimizing the brand implementation environment, improving the infrastructure for summer vacation, and training professional tourism talents. Strengthen tourism regional cooperation, focus on the overall brand marketing and other content.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F592.7
【参考文献】
相关期刊论文 前10条
1 赖坤,张鼎灵;“两山一湖”格局下宣城旅游品牌塑造研究[J];安徽师范大学学报(自然科学版);2003年04期
2 张q，
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