本文選題：旅游目的地品牌 + 影響因素��； 參考：《燕山大學(xué)》2013年碩士論文

【摘要】：隨著市場競爭的加劇，品牌效應(yīng)已經(jīng)深入到消費(fèi)者心中。品牌不只是識別于其他產(chǎn)品和服務(wù)的標(biāo)識，更是企業(yè)核心價值所在，是提高企業(yè)和組織核心競爭力的關(guān)鍵。旅游目的地的競爭也逐漸從旅游資源和旅游產(chǎn)品的競爭過渡到旅游品牌的競爭，，各大旅游景區(qū)加快了品牌化的進(jìn)程，品牌成為旅游目的地最有力的市場開發(fā)武器。 國內(nèi)對旅游品牌的研究從2000年“旅游品牌”的出現(xiàn)開始，之后對旅游品牌的研究快速增加。國內(nèi)學(xué)者從不同視角對旅游目的地品牌進(jìn)行了研究，研究領(lǐng)域涉及景區(qū)旅游品牌、城市旅游品牌、區(qū)域旅游品牌；研究內(nèi)容涉及品牌的構(gòu)建、營銷、傳播、管理，目的地品牌資產(chǎn)的評估、品牌關(guān)系以及政府在旅游品牌建設(shè)中的作用、目的地品牌競爭力研究等。已有研究對旅游目的地品牌形成后的經(jīng)營與管理較多，而對旅游目的地品牌的形成機(jī)理的研究目前還很少見。 本文首先對相關(guān)理論和概念進(jìn)行了描述與界定；然后從旅游目的地品牌形成影響因素、旅游目的地品牌的形成路徑、旅游目的地品牌的形成模式三個方面來分析旅游目的地品牌的形成機(jī)理。運(yùn)用價值鏈分析方法和熵值法，結(jié)合實(shí)證對旅游目的地品牌的形成影響因素進(jìn)行分析，構(gòu)建旅游目的地品牌形成影響因素模型；從旅游目的地品牌戰(zhàn)略決策路徑、品牌資產(chǎn)形成路徑、品牌成長路徑三個層面對旅游目的地品牌的形成路徑進(jìn)行分析，最后將旅游目的地品牌的形成模式進(jìn)行分類，并提出相應(yīng)對策。
[Abstract]:With the intensification of the market competition, the brand effect has penetrated into the consumer's heart. The brand is not only the identification of other products and services, but also the core value of the enterprise. It is the key to improve the core competitiveness of enterprises and organizations. The competition of tourist destinations has gradually shifted from the competition of tourism resources and tourism products to the tourism brand. The competition has accelerated the process of branding, and the brand has become the most powerful market development weapon for tourism destinations.
The study of tourism brand in China started from the emergence of "tourism brand" in 2000, and the research on tourism brand has increased rapidly. Domestic scholars have studied the tourist destination brand from different perspectives. The research field involves scenic spots, urban tourism brands and regional tourism brands, and the content of the research involves the construction of brand. Marketing, communication, management, destination brand equity evaluation, brand relationship and the role of the government in the construction of tourism brand, the research on the competitiveness of the destination brand, and so on. There have been many research on the management and management of the tourism destination brand, and the research on the formation mechanism of the tourist destination brand is still rare.
This paper first describes and defines the related theories and concepts, and then analyzes the formation mechanism of tourism destination brand from three aspects of the influencing factors of tourism destination brand, the formation path of tourist destination brand and the formation mode of tourist destination brand. The influencing factors of the formation of tourist destination brand are analyzed, and the model of influencing factors of tourism destination brand is constructed. From the strategic decision path of tourist destination brand, the path of brand asset formation, and the three layers of brand growth path, the formation path of tourist destination brand is analyzed. Finally, the formation of tourism destination brand is formed. The model is classified and the corresponding countermeasures are put forward.
【學(xué)位授予單位】：燕山大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F592

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本文編號：2042812