本文選題：旅游演藝 + 生態(tài)位��； 參考：《中國(guó)海洋大學(xué)》2013年碩士論文

【摘要】：中國(guó)經(jīng)過(guò)改革開放三十多年的發(fā)展，在經(jīng)濟(jì)、文化、科技等領(lǐng)域都得到了迅猛發(fā)展，尤其旅游業(yè)從上世紀(jì)末的起步摸索階段發(fā)展至今取得了令人矚目的成就。伴隨經(jīng)濟(jì)迅速進(jìn)步的同時(shí)人們的生活水平和生活品質(zhì)也在持續(xù)提高，在滿足基本生存需求之后更多的開始追求精神文化生活的品質(zhì)，，這體現(xiàn)在旅游業(yè)內(nèi)就是近幾年文化旅游和體驗(yàn)旅游迅速發(fā)展和壯大，促使旅游產(chǎn)業(yè)加快轉(zhuǎn)型升級(jí)的腳步。旅游演藝作為文化旅游的典型代表類型同時(shí)又擁有體驗(yàn)旅游和休閑旅游的特點(diǎn)，成為旅游業(yè)發(fā)展的新趨勢(shì)；旅游演藝能夠滿足旅游者追求文化體驗(yàn)的需求，是旅游市場(chǎng)應(yīng)運(yùn)而生的旅游項(xiàng)目，符合社會(huì)經(jīng)濟(jì)發(fā)展的規(guī)律，具有巨大的發(fā)展?jié)摿Α?國(guó)內(nèi)旅游演藝是由2004年在桂林公演的山水實(shí)景演出《印象劉三姐》形成先發(fā)帶動(dòng)效應(yīng)，《印象劉三姐》的成功為后來(lái)各地開發(fā)具有地方文化特色的各種類型的旅游演藝項(xiàng)目，爭(zhēng)相打造本土旅游演藝精品項(xiàng)目，豐富了旅游者在旅游目的地的旅游形式和內(nèi)容，順應(yīng)了新時(shí)期旅游者的需求，為中國(guó)旅游市場(chǎng)注入了新生活力，改變了過(guò)去“白天看廟，晚上睡覺”的旅游形式，促進(jìn)旅游經(jīng)濟(jì)的持續(xù)發(fā)展。 本文運(yùn)用生態(tài)位理論以品牌為切入點(diǎn)對(duì)旅游演藝活動(dòng)進(jìn)行分析研究，分別從品牌生態(tài)位的寬度、重疊度和狀態(tài)評(píng)價(jià)三個(gè)維度，以“印象”系列的旅游演藝項(xiàng)目作為實(shí)證對(duì)象，對(duì)其中的六個(gè)項(xiàng)目進(jìn)行測(cè)評(píng)，經(jīng)過(guò)深入分析研究得出目前“印象”系列各個(gè)項(xiàng)目的品牌生態(tài)位狀態(tài)，根據(jù)得出的結(jié)論分析旅游演藝品牌生態(tài)位格局，提出相應(yīng)的策略和建議。 文章主要分為七個(gè)部分，第一章為引言主要介紹了研究背景、研究目的和研究的意義；第二章是旅游演藝、生態(tài)位、品牌學(xué)和品牌生態(tài)位的相關(guān)研究綜述；第三章是旅游演藝品牌發(fā)展的階段狀況；第四章主要分別闡述了旅游演藝品牌生態(tài)位區(qū)域和個(gè)體寬度、重疊度和狀態(tài)評(píng)價(jià)的測(cè)評(píng)方法；第五章在之前的基礎(chǔ)上將“印象”系列作為實(shí)證研究，搜集和整理相關(guān)指標(biāo)數(shù)據(jù)，選用合適的品牌生態(tài)位測(cè)評(píng)方法，得出結(jié)果；第六章針對(duì)分析結(jié)果提出解決旅游演藝品牌存在問(wèn)題的策略和建議；第七章是結(jié)論總結(jié)，對(duì)本文的研究成果和不足之處進(jìn)行總結(jié)。 本文的主要研究結(jié)論包括以下幾方面： 國(guó)內(nèi)旅游演藝品牌發(fā)展不成熟，沒(méi)有形成一套行之有效的品牌運(yùn)營(yíng)模式，不能形成強(qiáng)有力的品牌競(jìng)爭(zhēng)力，缺乏足夠的創(chuàng)新能力和擴(kuò)張能力；旅游演藝品牌對(duì)資源的依賴性很強(qiáng)，生態(tài)位寬度較窄，同類型旅游演藝項(xiàng)目之間存在復(fù)制性，造成品牌生態(tài)位的重疊度高，阻礙了旅游演藝品牌的成長(zhǎng)；目前，國(guó)內(nèi)各類型的旅游演藝項(xiàng)目百花齊放，發(fā)展迅速，得到政府和社會(huì)各界越來(lái)越多的重視，尤其學(xué)術(shù)界對(duì)其研究更加的深入和成熟；本文通過(guò)研究旅游演藝品牌生態(tài)位的狀態(tài)，將現(xiàn)階段旅游演藝品牌發(fā)展的現(xiàn)狀量化，有利于旅游演藝品牌化的持續(xù)發(fā)展和品牌模式的創(chuàng)建提供借鑒，同時(shí)可以為旅游演藝企業(yè)測(cè)量本品牌市場(chǎng)競(jìng)爭(zhēng)力提供借鑒。
[Abstract]:After more than 30 years of reform and opening - up , China has been developing rapidly in the fields of economy , culture , science and technology , especially the development of tourism from the beginning of last century .
The tourist art can meet the needs of tourists ' pursuit of cultural experience , and it is the tourism project that the tourist market is born , which accords with the law of social and economic development , and has great potential for development .

The domestic tourism development is made by Liu Sanjie , a famous scenic spot in Guilin in 2004 . The success of Sister Liu is to develop various kinds of tourist art projects with local cultural characteristics in various parts of the country . The tourism form and content of tourists in the tourist destination are enriched , and the tourism forms of the tourists in the new period are enriched , and the tourism form of " temple and night sleep " in the past is changed to promote the sustainable development of the tourism economy .

This paper uses niche theory to analyze the tourism performance by taking the brand as the entry point , and evaluates the six items from three dimensions : width , overlap degree and state evaluation of the brand niche , and makes a deep analysis on the brand niche status of each item of the " Impression " series . According to the conclusion , the ecological niche pattern of tourism entertainers is analyzed , and the corresponding strategies and suggestions are put forward .

The article is divided into seven parts , the first chapter introduces the research background , the research purpose and the significance of the research .
The second chapter is a review of tourism performance , niche , brand and brand niche ;
The third chapter is the stage of the development of tourism entertainers .
The fourth chapter mainly expounds the evaluation methods of the niche region and individual width , overlap degree and state evaluation of the tourism entertainer brand , respectively .
In the fifth chapter , the " Impression " series is used as an empirical research to collect and collate relevant index data , and the appropriate brand niche evaluation method is selected to obtain the results ;
The sixth chapter puts forward the strategies and suggestions to solve the problem of tourism performance brand .
The seventh chapter summarizes the conclusion and summarizes the research achievements and shortcomings .

The main conclusions of this paper include the following aspects :

The development of domestic tourism industry brand is not mature , does not form a set of effective brand operation mode , cannot form a strong brand competitiveness , lacks enough innovation ability and expansion ability ;
Tourism entertainers have strong dependence on resources , narrow niche breadth and replication between the same type of tourism performance projects , resulting in high overlap of brand niche , which hinders the growth of tourism entertainers .
At present , all kinds of tourism performance projects in China have been expanded and developed rapidly , so as to get more and more attention from the government and the community , especially in the academic circle , the research is more thorough and mature ;
Through the study of the status of the niche of tourism entertainers , the present situation of the development of tourism entertainers is quantified , which is beneficial to the sustainable development of tourism development and the creation of brand model , and can provide reference for the tourism industry enterprises to measure the market competitiveness of the brand .

【學(xué)位授予單位】：中國(guó)海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F592.6

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