發(fā)布時間：2018-04-26 01:30

  本文選題：謀道鎮(zhèn) + 旅游綜合體　； 參考：《重慶理工大學(xué)》2014年碩士論文

【摘要】：隨著生產(chǎn)力水平的發(fā)展，我國經(jīng)濟得以快速可持續(xù)發(fā)展，旅游產(chǎn)業(yè)伴隨著經(jīng)濟水平的提高而得以快速發(fā)展，旅游綜合體從體量化逐漸向品牌化，多元化進行發(fā)展。人們對于旅游的品牌化追求也越來越高，旅游房地產(chǎn)也跟著成長起來，各種各樣的旅游綜合體品牌脫穎而出，旅游綜合體品牌化經(jīng)營為未來發(fā)展的趨勢，也將成為人們度假、生活的新去處。旅游綜合體品牌化也是我國旅游業(yè)發(fā)展成熟的產(chǎn)物。 本文從旅游綜合體和品牌價值鏈開發(fā)的相關(guān)概念和研究成果著手，通過梳理國內(nèi)外旅游市場的發(fā)展歷程，，歸納總結(jié)了適應(yīng)旅游市場新需求新變化的一個新型旅游業(yè)態(tài)—旅游綜合體。在此基礎(chǔ)上，并嘗試結(jié)合“TOLD”的開發(fā)模式，也就是旅游導(dǎo)向型的土地利用的開發(fā)模式，這個模式通過旅游開發(fā)使這個地方土地價值迅速提升，從而帶動經(jīng)濟發(fā)展。本文以旅游綜合體品牌價值鏈的發(fā)展做研究，并以湖北省利川市謀道鎮(zhèn)為例，這一特殊地理位置和獨特的資源稟賦，為旅游綜合體品牌價值鏈建成提供了平臺和基礎(chǔ)，本文旅游綜合體品牌價值鏈的新的角度研究品牌價值鏈，豐富了營銷學(xué)品牌價值鏈的理論和方法。 本文從以下四個部分對本文經(jīng)行分析和提煉，最后歸納總結(jié)出豐富旅游綜合體品牌價值鏈的理論和方法。 第一部分：品牌價值鏈與旅游綜合體相關(guān)理論。這部分對品牌價值鏈和旅游綜合體概念進行了分析與關(guān)聯(lián)。 第二部分：分析了品牌旅游綜合體的品牌價值鏈的構(gòu)成與開發(fā)。根據(jù)旅游綜合體品牌價值鏈的構(gòu)成、開發(fā)路徑、利益分配進行梳理，為構(gòu)建和諧的旅游綜合體品牌價值鏈提出了方案。 第三部分：根據(jù)利川謀道鎮(zhèn)的天然資源及地理環(huán)境，提出其品牌價值鏈的品牌定位與開發(fā)策略。通過空間布局及功能分區(qū)的建設(shè)來使整個旅游綜合體體現(xiàn)出品牌價值鏈效益，結(jié)合“TOLD”模式讓土地資源得到最大效益，進一步延伸品牌價值鏈的各種效應(yīng)。 第四部分：提出優(yōu)化和適應(yīng)旅游綜合體的品牌價值鏈的發(fā)展模式。提出適應(yīng)利川謀道鎮(zhèn)的“謀道”品牌價值鏈發(fā)展的思路，并對以后未來的發(fā)展進行展望。
[Abstract]:With the development of productive forces, the economy of our country can develop rapidly and sustainably, the tourism industry develops rapidly with the improvement of economic level, and the tourism complex is gradually developed from volume quantization to brand and diversification. People's pursuit of tourism branding is also getting higher and higher, tourism real estate is also growing up, various tourism complex brands stand out, tourism complex brand management will become a trend of future development, and it will also become a holiday for people. A new place to live. The brand of tourism complex is also a mature product of tourism development in China. This paper starts with the related concepts and research results of tourism complex and brand value chain development, through combing the development course of domestic and foreign tourism market. This paper summarizes a new type of tourism form-tourism complex which adapts to the new demand of tourism market. On this basis, this paper tries to combine the development mode of "TOLD", that is, the tourism-oriented land use development model, which promotes the local land value rapidly through the tourism development, thus promotes the economic development. This paper studies the development of tourism complex brand value chain, and takes Mudao Town, Lichuan City, Hubei Province as an example. This special geographical location and unique resource endowment provide a platform and foundation for the establishment of tourism complex brand value chain. This paper studies brand value chain from a new perspective of tourism complex brand value chain, which enriches the theory and method of marketing brand value chain. This paper analyzes and refines this article from the following four parts, and finally summarizes the theory and method of rich tourism complex brand value chain. The first part: the theory of brand value chain and tourism complex. This part analyzes the concept of brand value chain and tourism complex. The second part: the composition and development of brand value chain of brand tourism complex. According to the composition, development path and benefit distribution of the brand value chain of tourism complex, this paper puts forward a scheme for constructing a harmonious brand value chain of tourism complex. The third part: according to the natural resources and geographical environment of Mudao Town, this paper puts forward the brand positioning and development strategy of its brand value chain. Through the construction of spatial layout and functional zoning, the whole tourism complex can embody the benefit of brand value chain, combine "TOLD" mode to make land resources get the maximum benefit, and further extend all kinds of effects of brand value chain. The fourth part: put forward the development mode of brand value chain to optimize and adapt to tourism complex. This paper puts forward the idea of "Mou Dao" brand value chain development in Lichuan Mudao Town, and looks forward to the future development.
【學(xué)位授予單位】：重慶理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F592.6;F273.2

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