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贵州旅游业品牌营销研究

文档名称:贵州旅游业品牌营销研究
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文档名称:贵州旅游业品牌营销研究
文档关注次数:1272
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文档大小:1584KB
上传者:小刀
添加时间:2019/05/13
内容摘要:
贵州大学
硕士学位论文
贵州旅游业品牌营销研究
姓名:董飞
申请学位级别:硕士
专业:工商管理
指导教师:林岚涛
20061101
摘要
拥有丰富旅游资源的贵州旅游业这几年的发展态势虽然良好,但
仍然落后于周边省份,如何尽快摆脱这种局面,快速发展贵州旅游业
是贵州旅游业亟需解决的一项重要课题。品牌营销,可以迅速提高贵
州旅游业的知名度与美誉度,在国内外树立良好的社会形象,从而助
推贵州旅游业的发展,把贵州旅游业做大做强,提升其市场竞争力。
本文首先叙述了品牌和品牌营销以及品脾营销的特征,使读者了
解品牌及品牌营销的概念以及对品牌营销战略的架构有所认识,继而
介绍了我国旅游目前的现状和贵州旅游品牌营绡的现状及存在的一
系列问题。涉及到贵州旅游品牌资产管理落后、品牌建设缺乏整体性
及缺乏文化内涵支持等方面,指出实施品牌营销是发展贵州旅游业的
必然选择,它有利于提高贵州旅游业的整体形象,创造知名旅游品牌
有利于贵州旅游业参与激烈的市场竞争;促进旅游产品的销售,提高
旅游整体效益;论文重点分析了贵州旅游业实施品牌营销的路径选
择。指出要重视市场调硏,注意顾客的新需求,进行精准定位;加
强品牌建设,打造旅游精品和特色;强化旅游服务质量,加强品牌广
告宣传整体形象;开发新的旅游资源,加大基础设施建设,改善旅游
环境;大力发展贵州旅游电子商务,积极开展网络营销。文章最后指
出了贵州旅游在品牌营销实施过程中应该注意的问题。要避免品牌定
位脱离实际、品牌营销手段过于单一;积极实行绿色营销,避免环境
污染;避免景点开发投资比例不合理、产品重复建设多的问题。
关键词:贵州旅游业,品牌,品牌营销,品牌定位
Abstract
Recently, Guizhou's tourism with plentiful resources is not sati
-sfied which lags behind other provinces. How to get rid of this situation
and develope fast is an important task for guizhous tourism. Brand
marketing can improve its temptation and honors, and set up good social
image which is helpful to guizhou tourism's development, and make it become
big and strong, promote its marketing competition.
Firstly, this text describes the brand and brand marketing with it's
characteristics, makes the reader learn the necessary concept and the
knownalege to the structure of the brand marketing strategy, then introduc
the current present condition of Guizhou's tourism, and a series of problem
that exsits in Guizhoun tourism's brand marketing relating to the brand
property management of Guizhous tourisms falling behind, brand
developments lacking the integeration and lack of culture content support
etc. outstanding of the market present condition. The chapter concretely
analyzes Guizhou province traveling market. The fourth part points out
carrying out the brand marketing is necessary to develop Guizhous
tourism, which is beneficial to the whole image of it, create well-known
traveling brand; participate in the vigorous merket competition The
brand marketing strategy can promote the sale of travelling products
increase economic performance in the whole; it also can speed up the
business enterprise to improve service quantity; stable the customer
relations, educating the loyality of brand. The fifth part analyzes the
choice of path of how to put brand marketing into practice for Guizhous
tourism. Which points out to value the market investigation, notice the
new need of the customer, proceed the precise fixed position; Enhance
brand developments, create the travelling exquisite article with the
special features. It should enhance the traveling service quantity
publicizee the whole image by the brand advertises, set up the whole
travelling product idea; Develop the new travelling resources, enlarge
foundation facilities developments, improve the travelling environment
prolong the life cycle of the travelling brand. It also should develop
strongly the electronic commerce of Guizhou,s tourism, positively open
the network marketing. Finally, the paper points out the problem of
carrying out brand marketing in Guizhou,s tourism. Which should avoid the
brand fixed position escapeing from reality. It also avoid the brand
marketin
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