【摘要】：21世紀(jì)是世界各城市的發(fā)展和競爭的世紀(jì)。越南改革開放以來,全國各大城市也開始走向世界,走進(jìn)這個發(fā)展及競爭的大時代。隨著世界旅游業(yè)的蓬勃發(fā)展和各旅游地之間的激烈競爭,作為越南旅游發(fā)展規(guī)劃中的重點發(fā)展旅游地,胡志明市擁有巨多的機遇,同時也面對很多挑戰(zhàn)。如今,世界各旅游地都紛紛為自己量身打造各種品牌,胡志明市若不想被淘汰,就必須沿著品牌化的方向發(fā)展。因此,為胡志明市進(jìn)行旅游地品牌建設(shè),是可以突出城市優(yōu)勢并提高自身競爭力的重要和最有效策略之一,是一個很值得深入研究的問題。 本論文對旅游地品牌的相關(guān)概念和研究進(jìn)行闡述,作為論文的理論基礎(chǔ)。接著通過運用層次分析法(AHP)對胡志明市旅游地做出評價,并對其品牌現(xiàn)狀進(jìn)行調(diào)研分析,從而徹底了解胡志明市目前的狀況包括其優(yōu)勢及問題所在。依據(jù)胡志明市高價值的歷史文化資源,結(jié)合城市的實際情況,為城市做出“歷史之城、文化之都、休閑之旅”的定位目標(biāo),然后運用CIS理論實現(xiàn)品牌識別系統(tǒng)的設(shè)計包括理念、行為、視覺三方面,最后提出人員促銷、公關(guān)活動、政府營銷、廣告宣傳、事件促銷、網(wǎng)絡(luò)宣傳六種傳播推廣方案。 本論文為胡志明市提出旅游地品牌建設(shè)的方案和策略,具有針對性和實踐性。希望借此能夠促進(jìn)胡志明市在經(jīng)營旅游業(yè)的過程中對品牌理論應(yīng)用的重視,同時也對打造胡志明市旅游地品牌的實施過程中具有一定的參考價值和借鑒意義,能夠幫助提升胡志明市的旅游形象和競爭力。
[Abstract]:The 21st century is the century of development and competition of every city in the world. Since the reform and opening to the outside world, the major cities in Vietnam have entered this era of development and competition. With the vigorous development of the world tourism industry and the fierce competition among the tourist destinations, Ho Chi Minh City, as a key tourist destination in the tourism development planning of Vietnam, has a lot of opportunities and challenges at the same time. Nowadays, every tourist destination around the world has built various brands for itself. If Ho Chi Minh City does not want to be eliminated, it must develop in the direction of branding. Therefore, the construction of tourist destination brand for Ho Chi Minh City is one of the most important and effective strategies which can highlight the advantages of the city and improve its own competitiveness. This paper describes the concept and research of tourism destination brand as the theoretical basis of the paper. Then through the use of Analytic hierarchy process (AHP) to evaluate the tourist destination of Ho Chi Minh City, and to investigate and analyze its brand status, so as to thoroughly understand the current situation of Ho Chi Minh City, including its advantages and problems. According to the high value historical and cultural resources of Ho Chi Minh City and the actual situation of the city, this paper makes the positioning target of "the historical city, the cultural capital, the leisure trip" for the city, and then uses CIS theory to realize the design of the brand identification system including the idea. Finally, the author puts forward six kinds of communication and promotion schemes, such as personnel promotion, public relations activities, government marketing, advertising, event promotion and network propaganda. This paper puts forward the plan and strategy of brand construction of tourist destination in Ho Chi Minh City, which has pertinence and practicality. It is hoped that this will promote Ho Chi Minh City to attach importance to the application of brand theory in the process of operating tourism industry, and at the same time, it will also have certain reference value and significance in the process of building the brand of Ho Chi Minh City tourism destination. Can help improve the tourism image and competitiveness of Ho Chi Minh City.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F593.33

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