本文選題：湘西旅游品牌　切入點：品牌資產(chǎn)　出處：《吉首大學(xué)》2008年碩士論文

【摘要】： 湘西地區(qū)具有豐富的旅游資源,并已開發(fā)了系列旅游景點,初步形成了以鳳凰和古丈為核心的兩個旅游區(qū)。但是,作為整體的“湘西”旅游品牌卻并沒有很好的建立起來,其品牌的核心價值構(gòu)建還遠(yuǎn)遠(yuǎn)滯后于其所擁有的自然稟賦資源,湘西在國內(nèi)外的旅游感召力和吸引力仍較為薄弱。整個湘西區(qū)域內(nèi)的系列旅游區(qū)各自為陣,缺乏統(tǒng)一的品牌靈魂的統(tǒng)攝,缺乏以“湘西”為宏觀品牌的整合后的競爭力,“湘西”旅游品牌的核心價值構(gòu)建和整合也顯得十分凌亂。這涉及到兩個相關(guān)的問題,即,第一,作為統(tǒng)一品牌的“湘西”,其品牌的核心價值應(yīng)該由什么樣的理念和邏輯來支撐和構(gòu)成;第二,如何在這個理念和邏輯的統(tǒng)攝下,把分散的系列旅游品牌進(jìn)行有效整合和邏輯構(gòu)建,使之共同擎起“湘西”這個統(tǒng)一品牌,從而打造出能顯著提升其在國內(nèi)外的競爭力的品牌競爭戰(zhàn)略。 本文針對這兩個問題,深入結(jié)合旅游品牌的文化價值的研究理論、品牌營銷理論、品牌核心價值理論、競爭理論等研究成果,進(jìn)行探討,力圖構(gòu)建出發(fā)觴于湘西地域“文脈”的旅游品牌核心價值體系,并試圖提出“酉水風(fēng)光帶”框架下的古鎮(zhèn)戰(zhàn)略、“吉鳳風(fēng)光帶”框架下的苗寨戰(zhàn)略、深度旅游模式框架下的桃花源戰(zhàn)略、基于地域文化的品牌意象戰(zhàn)略以及巫儺文化戰(zhàn)略等,從而使湘西地區(qū)旅游品牌成為真正具有較強(qiáng)競爭力的優(yōu)勢品牌,為政府制定政策提供決策依據(jù)。 本文的創(chuàng)新之處在于先從宏觀上整合和打造湘西旅游品牌資產(chǎn)及其核心價值理念體系,然后在此基礎(chǔ)上提出能幫助提升其品牌競爭力的品牌競爭戰(zhàn)略。
[Abstract]:Xiangxi is rich in tourism resources and has developed a series of tourist attractions, initially forming two tourist areas with Phoenix and Guzhang as the core. However, as a whole, the "Xiangxi" tourist brand has not been well established. The core value of the brand is still lagging far behind the natural endowment resources, and the attraction and attraction of the tourism in the west of Hunan are still relatively weak. Lack of unified brand soul, lack of competitiveness after integration of "Xiangxi" as macro brand, construction and integration of core value of "Xiangxi" tourism brand is also very disorderly, which involves two related problems, namely, first, As a unified brand of "Xiangxi", the core value of its brand should be supported and constituted by what kind of idea and logic; second, how to control this idea and logic, The scattered series of tourism brands are effectively integrated and logically constructed, so that they can jointly hold up the unified brand of "Xiangxi" so as to create a brand competitive strategy that can significantly enhance its competitiveness at home and abroad. Aiming at these two problems, this paper deeply combines the research results of cultural value of tourism brand, brand marketing theory, brand core value theory, competition theory and so on. This paper tries to construct the core value system of tourism brand, which originated from the "cultural context" in western Hunan, and tries to put forward the strategy of ancient town under the framework of "Youshui scenery belt" and the strategy of Miaozhai under the frame of "Jifeng scenery belt". The Taohuayuan strategy, the brand image strategy based on the regional culture and the Wunuo culture strategy under the framework of the deep tourism mode make the tourism brand in the west of Hunan become a truly competitive advantage brand. To provide a basis for the government to make policy decisions. The innovation of this paper is to integrate and build Xiangxi tourism brand equity and its core value concept system from the macro perspective, and then put forward the brand competition strategy which can help to enhance its brand competitiveness.
【學(xué)位授予單位】：吉首大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F592.7

【引證文獻(xiàn)】

中國碩士學(xué)位論文全文數(shù)據(jù)庫 前2條

1 滕攀;湘西南路陽戲研究[D];陜西師范大學(xué);2011年

2 蔡琴;湖南環(huán)洞庭湖區(qū)域旅游資源整合研究[D];華東師范大學(xué);2010年

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本文編號：1661806