哈爾濱城市旅游品牌定位研究
發(fā)布時(shí)間：2018-10-08 18:24
【摘要】：隨著社會(huì)的發(fā)展，旅游業(yè)在城市經(jīng)濟(jì)發(fā)展中的產(chǎn)業(yè)地位和經(jīng)濟(jì)作用逐漸加強(qiáng)，對(duì)城市經(jīng)濟(jì)的拉動(dòng)、社會(huì)就業(yè)的帶動(dòng)以及對(duì)文化與環(huán)境的促進(jìn)作用日益顯現(xiàn)。在競(jìng)爭(zhēng)日益激烈的旅游市場(chǎng)上，越來(lái)越多的城市采用品牌化技術(shù)來(lái)塑造城市旅游業(yè)，城市旅游品牌的確定和推廣已成為旅游管理研究的熱點(diǎn)。越來(lái)越多的學(xué)者、專家開始關(guān)注城市旅游品牌問(wèn)題，并致力于將品牌理論融合到城市旅游的發(fā)展和建設(shè)中。 哈爾濱是一個(gè)具有發(fā)展?jié)摿Φ穆糜纬鞘�，冰雪旅游具有�?guó)際性的知名度，其他旅游形式也在國(guó)內(nèi)有一定聲望。作為中國(guó)20大旅游城市之一，在旅游業(yè)趨于品牌化的今天，哈爾濱的城市旅游品牌定位顯得尤為重要。本文以哈爾濱為研究對(duì)象，運(yùn)用定性和定量的方法比較哈爾濱的現(xiàn)有旅游資源和其他城市的旅游資源，旨在探討哈爾濱城市旅游資源的獨(dú)特之處，并在此基礎(chǔ)之上對(duì)哈爾濱的城市旅游品牌進(jìn)行定位。 影響因素的搜集與確定是品牌定位的基礎(chǔ)工作，本文通過(guò)對(duì)文獻(xiàn)的搜集與整理，提出了諸多影響城市旅游品牌定位的因素。為簡(jiǎn)潔、準(zhǔn)確的對(duì)城市旅游品牌進(jìn)行定位，本研究利用因子分析法對(duì)提出的影響因素進(jìn)行降維，并最終確定五個(gè)屬性，分別為地理環(huán)境因素、城市旅游自然資源因素、經(jīng)濟(jì)發(fā)展因素、革命民族特色因素和景區(qū)與朝代特色因素。在提出影響城市旅游品牌定位的因素之后，運(yùn)用多維尺度分析法對(duì)十三個(gè)樣本城市進(jìn)行分析，利用知覺(jué)圖將哈爾濱的旅游資源與其他城市相比較，同時(shí)運(yùn)用定性分析的方法確定哈爾濱城市旅游品牌定位為“歐域夏都，，酷爽冰城”。并采用CIS理論提出哈爾濱城市旅游品牌定位的推廣策略。
[Abstract]:With the development of society, the industrial status and economic role of tourism in the development of urban economy are gradually strengthened, the pull on urban economy, the promotion of social employment and the promotion of culture and environment are becoming increasingly apparent. In the increasingly competitive tourism market, more and more cities use brand technology to shape urban tourism, and the determination and promotion of urban tourism brand has become the focus of tourism management research. More and more scholars and experts begin to pay attention to the problem of urban tourism brand and devote themselves to the integration of brand theory into the development and construction of urban tourism. Harbin is a tourist city with development potential, ice and snow tourism has international popularity, other tourism forms also have a certain reputation in China. As one of the 20 largest tourist cities in China, Harbin's urban tourism brand positioning is especially important in today's tourism industry. This article takes Harbin as the research object, uses the qualitative and quantitative method to compare the existing tourism resources of Harbin with the tourism resources of other cities, in order to explore the unique features of the urban tourism resources of Harbin. And on this basis to Harbin's urban tourism brand positioning. The collection and determination of influencing factors is the basic work of brand positioning. Through the collection and collation of literature, this paper puts forward many factors that affect the positioning of urban tourism brand. In order to locate the urban tourism brand succinctly and accurately, this study uses the factor analysis method to reduce the dimension of the proposed factors, and finally determines the five attributes, namely, the geographical environment factor, the urban tourism natural resource factor. Economic development factor, revolutionary national characteristic factor and scenic spot and dynasty characteristic factor. After putting forward the factors that influence the positioning of urban tourism brand, the multi-dimensional scale analysis method is used to analyze 13 sample cities, and the tourism resources of Harbin are compared with other cities by using perceptual map. At the same time, the method of qualitative analysis is used to determine Harbin city tourism brand positioning as "Europe summer capital, cool ice city". The promotion strategy of Harbin urban tourism brand positioning is put forward by using CIS theory.
【學(xué)位授予單位】：哈爾濱理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F592.7
本文編號(hào)：2257807
[Abstract]:With the development of society, the industrial status and economic role of tourism in the development of urban economy are gradually strengthened, the pull on urban economy, the promotion of social employment and the promotion of culture and environment are becoming increasingly apparent. In the increasingly competitive tourism market, more and more cities use brand technology to shape urban tourism, and the determination and promotion of urban tourism brand has become the focus of tourism management research. More and more scholars and experts begin to pay attention to the problem of urban tourism brand and devote themselves to the integration of brand theory into the development and construction of urban tourism. Harbin is a tourist city with development potential, ice and snow tourism has international popularity, other tourism forms also have a certain reputation in China. As one of the 20 largest tourist cities in China, Harbin's urban tourism brand positioning is especially important in today's tourism industry. This article takes Harbin as the research object, uses the qualitative and quantitative method to compare the existing tourism resources of Harbin with the tourism resources of other cities, in order to explore the unique features of the urban tourism resources of Harbin. And on this basis to Harbin's urban tourism brand positioning. The collection and determination of influencing factors is the basic work of brand positioning. Through the collection and collation of literature, this paper puts forward many factors that affect the positioning of urban tourism brand. In order to locate the urban tourism brand succinctly and accurately, this study uses the factor analysis method to reduce the dimension of the proposed factors, and finally determines the five attributes, namely, the geographical environment factor, the urban tourism natural resource factor. Economic development factor, revolutionary national characteristic factor and scenic spot and dynasty characteristic factor. After putting forward the factors that influence the positioning of urban tourism brand, the multi-dimensional scale analysis method is used to analyze 13 sample cities, and the tourism resources of Harbin are compared with other cities by using perceptual map. At the same time, the method of qualitative analysis is used to determine Harbin city tourism brand positioning as "Europe summer capital, cool ice city". The promotion strategy of Harbin urban tourism brand positioning is put forward by using CIS theory.
【學(xué)位授予單位】：哈爾濱理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F592.7
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