文档介绍：摘 要
本文的研究目的是论证西安市旅游品牌营销策略,品牌营销的过程就是品牌定位、品牌构建、品牌传播与品牌维护的过程,本文在西安市旅游品牌评价的基础上,从这 4 个方面对提出了品牌营销策略。针对课题的特点,本文采用定性与定量相结合、理论与实践相结合的方法进行论证。
首先,阐述选题背景和研究意义,综述国内外学者在旅游品牌方面的研究现状,阐述旅游地品牌的内涵与特征,以及本文所要采用的相关论。
其次,分析了西安市旅游发展现状,对西安市旅游地概况、客源市场以及旅游业发展的优势与劣势进行了分析。西安市有着优越的地理位置和区位条件,旅游资源丰富,尤其是历史文化价值较高的人文旅游资源,但是也存在着人文旅游资源开发利用率较低、旅游产品单一、开发落后的劣势。
再次,建立旅游目的地品牌评价结构体系,依据旅游品牌内涵和特征, 从知名度、信誉度、市场竞争力和发挥潜力四方面 16 个指标建立旅游品牌二层评价体系。采用层次分析法作为主要评价方法,采用模糊评价模型对西安市目前旅游品牌的现状进行评价,得出目前西安市旅游品牌发展处于良好水平的结论。
最后,提出西安市旅游品牌营销策略。从品牌定位、品牌构建、品牌传播和品牌维护四方面提出旅游品牌营销策略。提出了西安市旅游品牌日常的促销活动以及整合营销传播策略,同时对西安市旅游品牌的维护提出一些意见。
关键词旅游目的地品牌;品牌评价;品牌营销;策略;西安市
Abstract
This paper studies argument is the purpose of the Xi'an tourism brand marketing strategy, the process of brand marketing is brand positioning, brand building, munication and brand maintenance of the process, this article
on the basis of the Xi'an tourism brand evaluation,supply the brand marketing
strategy from this aspect of the proposed 4. For the characteristics of the subject, this paper, qualitative and quantitative analysis, theory and practice to demonstrate the method.
Firstly, the background and research on topics of significance, Summary of domestic and foreign scholars in the tourism brand of research on tourism brand to the content and features to be used in this article, as well as relevant theory.
Secondly, the analysis of the development of tourism in Xi'an, Xi'an tourism profile, as well as the development of tourism source markets and the strengths and weaknesses are analyzed. Xi'an has a strategic location and location, rich in tourism resources, especially high value of historical and cultural tourism resources in the humanities, but there is a tourism human resources development, low utilization, a single tourism products, development of backward disadvantage.
Thirdly, Establishment of a tourism destination brand evaluation structure system, based on the contents and characteristics of the tourism brand, reputation, reputation, market potential