本文關(guān)鍵詞： 旅游行業(yè) 品牌建設(shè) 品牌定位　出處：《大連理工大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 隨著市場成本透明、技術(shù)共享、服務(wù)趨同、市場營銷手段高度克隆,品牌正逐步成為市場爭奪者的制高點(diǎn)。在競爭日益激烈的旅游行業(yè),企業(yè)的品牌建設(shè)也日顯重要。如如何打造旅游服務(wù)業(yè)品牌,成為企業(yè)首要需要解決的棘手問題。 作為極地海洋世界旅游項(xiàng)目業(yè)的航母級企業(yè),歷城集團(tuán)迫切需要打造其旅游品牌。通過明確的旅游品牌定位,使旅游者深刻感受旅游項(xiàng)目,從而形成穩(wěn)定的消費(fèi)群體,為企業(yè)創(chuàng)造更大的經(jīng)濟(jì)效益。 本文依據(jù)市場營銷學(xué)等理論跨架,結(jié)合歷城集團(tuán)品牌建設(shè)的實(shí)際情況,運(yùn)用理論聯(lián)系實(shí)際的分析方法,從解決歷城集團(tuán)極地海洋世界項(xiàng)目品牌建設(shè)存在的問題入手,由項(xiàng)目環(huán)境分析、項(xiàng)目市場決策分析,對該集團(tuán)極地海洋世界項(xiàng)目的品牌定位、品牌建設(shè)進(jìn)行系統(tǒng)的研究,確定歷城集團(tuán)極地海洋世界項(xiàng)目的品牌定位,提出適合該企業(yè)品牌發(fā)展的品牌建設(shè)策略,并進(jìn)步提出品牌管理策略,從而提升市場競爭力。 本研究有助于歷城集團(tuán)認(rèn)清本企業(yè)品牌建設(shè)各方面所存在的問題,能夠根據(jù)市場需求及自身情況,研究和制定適合其極地海洋世界項(xiàng)目特點(diǎn)和條件的具有戰(zhàn)略性的品牌規(guī)劃和實(shí)施對策。
[Abstract]:With transparent market costs, technology sharing, convergence of services, highly cloned marketing tools, brand names are gradually becoming the commanding heights of market contenders. Brand building of enterprises is also becoming more and more important, such as how to build the brand of tourism service industry, which becomes the thorny problem that enterprises need to solve. As a carrier class enterprise in the polar ocean world tourism industry, Licheng Group urgently needs to build its tourism brand. Through a clear positioning of the tourism brand, tourists can feel the tourism projects deeply, thus forming a stable consumer group. For the enterprise to create greater economic benefits. According to the theory of marketing, combining with the actual situation of the brand construction of Licheng Group, this paper applies the analytical method of combining theory with practice, starting with solving the problems existing in the brand construction of the polar ocean world project of Licheng Group. From the project environment analysis, the project market decision analysis, carries on the systematic research to this group polar ocean world project brand positioning, the brand construction, determines the Licheng group polar sea world project brand position, The brand construction strategy suitable for the brand development of the enterprise is put forward, and the brand management strategy is advanced to enhance the market competitiveness. This study is helpful for Licheng Group to recognize the problems existing in all aspects of brand construction, and to be able to meet the market needs and their own conditions. To study and formulate strategic brand planning and implementation countermeasures suitable for the characteristics and conditions of the Polar Ocean World Project.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F592;F273.2

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