本文選題：城市旅游品牌 + 品牌構建��； 參考：《電子科技大學》2012年碩士論文

【摘要】：目前，中國的城市旅游品牌不斷涌現，既有以城市歷史底蘊為基礎的文化旅游品牌，也有依靠城市自然資源為亮點的休閑觀光旅游品牌，中國的城市旅游已經進入到一個品牌化的激烈競爭階段。中山市如何根據自身的城市特色資源，結合旅游者的需求變化構建有競爭力的城市旅游品牌，，以及如何進行后期的品牌維護和管理，保持城市旅游品牌的知名度和忠誠度，是當前值得研究和解決的實踐問題。 本文對中山市城市旅游品牌的創(chuàng)與維護主要通過四方面進行：一是分析國內外城市旅游品牌發(fā)展的現狀，得出一些對中山市城市旅游品牌構建的啟示；二是以中山市城市旅游品牌的現狀分析和SWOT分析為基礎，通過中山市城市旅游品牌構建的優(yōu)勢、劣勢、機遇和挑戰(zhàn)四方面的具體分析，識別和確立中山市城市旅游品牌的定位及品牌的內在價值；三是通過中山市城市旅游品牌CIS的導入，從理念、視覺和行為三個方面提高中山市城市旅游品牌的識別力和影響力；四是對中山市城市旅游品牌的維護和管理提出一些具體的建議，包括品牌的整體營銷，品牌的后期管理，品牌的提升等各方面提出有針對性的建議。 本篇論文的主要研究成果體現在：1、以SWOT為分析工具，全面地對中山市擁有的旅游資源優(yōu)勢、目前旅游品牌發(fā)展的劣勢、旅游品牌發(fā)展的機遇及面臨的威脅進行了分析，并通過歷年的旅游統計年鑒數據進行整理分析，為得出中山市在國際視角上的城市品牌定位為“全球華人的精神家園”，在國內視角上的城市品牌定位為“偉人故里，宜居中山”這一結論提供了堅實的基礎；2、通過旅游品牌CIS的研究，為中山市旅游品牌形象的提升提供了具體的導入方法；3、對中山市旅游品牌構建后的維護和管理進行了系統的研究，并提供了切合實際的建議。
[Abstract]:At present, China's urban tourism brands are constantly emerging, not only cultural tourism brands based on the historical details of cities, but also leisure and sightseeing tourism brands that rely on urban natural resources as bright spots. China's urban tourism has entered a brand of fierce competition. How to build competitive city tourism brand according to its own city characteristic resources and the change of tourist's demand, and how to carry on the brand maintenance and management in the later period to maintain the city tourism brand's popularity and loyalty, It is a practical problem worth studying and solving at present. In this paper, the creation and maintenance of urban tourism brands in Zhongshan City are mainly carried out in four aspects: firstly, the current situation of the development of urban tourism brands at home and abroad is analyzed, and some inspirations to the construction of urban tourism brands in Zhongshan City are obtained; Secondly, based on the current situation analysis and SWOT analysis of the urban tourism brand in Zhongshan City, through the specific analysis of the advantages, disadvantages, opportunities and challenges of the construction of the urban tourism brand in Zhongshan City, Identify and establish the positioning and intrinsic value of Zhongshan city tourism brand; third, through the introduction of Zhongshan city tourism brand CIS, improve the recognition and influence of Zhongshan city tourism brand from three aspects: idea, vision and behavior; Fourth, it puts forward some specific suggestions on the maintenance and management of Zhongshan city tourism brand, including the overall marketing of the brand, the late management of the brand, the promotion of the brand and so on. The main research results of this paper are reflected in: 1. With SWOT as an analysis tool, the paper comprehensively analyzes the advantages of tourism resources, the disadvantages of the development of tourism brands, the opportunities and threats to the development of tourism brands in Zhongshan City. And through the statistical yearbook data of tourism over the years, in order to draw the conclusion that the city brand of Zhongshan city is "the spiritual homeland of the global Chinese" in the international perspective, the city brand position of the domestic perspective is "the hometown of the great man". The conclusion of "livable in Zhongshan" provides a solid foundation for the study of tourism brand CIS. This paper provides a concrete introduction method for the promotion of the tourism brand image in Zhongshan City, and makes a systematic study on the maintenance and management of the tourism brand construction in Zhongshan City, and provides some practical suggestions.
【學位授予單位】：電子科技大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F592.7

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