【摘要】：避暑旅游是世界上歷史比較悠久,目前仍然盛行的夏季旅游活動,也是我國的傳統(tǒng)型旅游活動。當(dāng)今全球變暖逆轉(zhuǎn)乏力,人們愈發(fā)意識到避暑型氣候資源作為一種生態(tài)資源、旅游資源顯得十分稀缺而珍貴。貴州省位于副熱帶東亞大陸的季風(fēng)區(qū)內(nèi),氣候類型屬中國亞熱帶高原季風(fēng)濕潤氣候。全省大部分地區(qū)氣候溫和,冬無嚴(yán)寒,夏無酷暑,四季分明,擁有較大的避暑經(jīng)濟(jì)發(fā)展優(yōu)勢和可觀前景。本文選取我國貴州省作為研究對象,對貴州避暑旅游的品牌戰(zhàn)略問題進(jìn)行了系統(tǒng)的分析和研究。 本文以現(xiàn)代品牌戰(zhàn)略理論及相關(guān)理論為指導(dǎo),從分析國內(nèi)外避暑旅游發(fā)展態(tài)勢及競爭環(huán)境入手,深入剖析貴州避暑旅游的發(fā)展條件及發(fā)展現(xiàn)狀,結(jié)合貴州自身的優(yōu)勢和劣勢,提出了貴州實施避暑旅游品牌戰(zhàn)略的必要性。在品牌戰(zhàn)略構(gòu)建的過程中,首先對貴州避暑旅游品牌的目標(biāo)進(jìn)行設(shè)計,將之確定為：面向中南、華南地區(qū)的區(qū)域性避暑旅游品牌；其次對貴州避暑旅游品牌進(jìn)行科學(xué)定位,將貴州避暑旅游品牌的基本目標(biāo)市場定位為中南、華南地區(qū),將貴州區(qū)域形象定位為避暑天堂、歌舞之鄉(xiāng)、美酒之鄉(xiāng)、生態(tài)之州；再次,重點設(shè)計貴州避暑旅游品牌系列產(chǎn)品：避暑登山、避暑漂流、避暑療養(yǎng)、避暑美食旅游品牌等；在確定了避暑旅游品牌的目標(biāo)受眾后,選擇各種宣傳方式進(jìn)行品牌的推廣,包括口碑傳播、公關(guān)推廣、廣告?zhèn)鞑�、人員推銷、服務(wù)策略。本文的最后,為保障貴州避暑旅游品牌戰(zhàn)略的順利實施提出了相應(yīng)的措施及建議,包括強(qiáng)化避暑品牌意識、優(yōu)化品牌實施環(huán)境、完善避暑基礎(chǔ)設(shè)施、培養(yǎng)專業(yè)旅游人才、加強(qiáng)旅游區(qū)域合作、注重整體品牌營銷等內(nèi)容。
[Abstract]:Summer tourism is a traditional tourist activity in our country, which has a long history in the world and is still popular at present. Nowadays, global warming is weak, people are increasingly aware of summer climate resources as a kind of ecological resources, tourism resources are very scarce and precious. Guizhou Province is located in the monsoon region of the subtropical East Asian continent. The climate type is the monsoon humid climate of the subtropical plateau of China. Most areas of the province have mild climate, no cold winter, no heat in summer, four distinct seasons, and great economic development advantages and considerable prospects. In this paper, Guizhou Province is selected as the research object, and the brand strategy of Guizhou summer tourism is systematically analyzed and studied. Under the guidance of modern brand strategy theory and related theories, this paper analyzes the development situation and competitive environment of summer tourism at home and abroad, analyzes the development conditions and current situation of Guizhou summer tourism, and combines the advantages and disadvantages of Guizhou itself. This paper puts forward the necessity of implementing the brand strategy of summer tourism in Guizhou. In the process of brand strategy construction, firstly, the goal of Guizhou summer tourism brand is designed, which is determined as: regional summer tourism brand facing central and southern China, and secondly, scientific positioning of Guizhou summer tourism brand. Positioning the basic target market of Guizhou summer tourism brand as central south and south China, and positioning Guizhou regional image as summer paradise, hometown of singing and dancing, hometown of wine, ecological state; third, Focus on the design of Guizhou summer tourism brand series products: summer climbing, summer drift, summer recuperation, summer food tourism brand, etc. After determining the target audience of summer tourism brand, select various publicity methods to promote the brand, Including word of mouth dissemination, public relations promotion, advertising communication, personnel sales, service strategy. Finally, in order to ensure the smooth implementation of Guizhou summer tourism brand strategy, the paper puts forward the corresponding measures and suggestions, including strengthening the brand awareness of summer vacation, optimizing the brand implementation environment, improving the infrastructure for summer vacation, and training professional tourism talents. Strengthen tourism regional cooperation, focus on the overall brand marketing and other content.
【學(xué)位授予單位】：暨南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F592.7

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相關(guān)期刊論文 前10條

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本文編號：2217385