某湿地公园品牌生态化管理研究.doc

摘要：随着社会经济的发展和人们生活水平的提高，人们的消费能力不断增强，在满足物质生活需求的同时开始注重精神生活，对旅游的需求也越来越大，旅游市场不断壮大。因此，旅游成为各大城市的热点，各个国家和地区都纷纷加大旅游开发力度，积极开展营销活动争夺旅游市场。本文针对溱湖湿地公园的品牌生态分析，有助于溱湖湿地公园更好地进行品牌管理以增强景区竞争力。

　　　本研究主要运用了定性研究和定量分析相结合的方法，对溱湖湿地公园品牌管理化策略进行探讨，通过本文研究得出以下结论：①溱湖湿地公园所面临的旅游市场竞争十分激烈，起步较晚；②通过对溱湖景区有利因素与不利因素的分析可得知，从品牌生态的各个层面提出了策略，以扩大知名度，抢占旅游市场，取得长期的生存和稳定的发展；③溱湖湿地公园的策略是基于景区品牌生态的营销策略体系；④为保证品牌策略的顺利执行，很重要的一点就是要明确品牌生态观念，要有专人负责工作和监督。景区首先要在观念上明确品牌工程是景区整体营销工作核心部分。其次要明确，因为目前品牌管理遇到了很多宏观微观的障碍，结合景区的具体情况，把品牌树立作为景区可持续发展的首要工作。

关键词 湿地旅游；溱湖；品牌生态；品牌生态化管理

Abstract：With the development of social economy and the improvement of people's living standard, people's consumption ability strengthens unceasingly, at the same time to meet the demand of material life and spiritual life of the start, tourism demand is also growing, the growing tourism market. Therefore, tourism has become the focus of each big city, the various countries and regions have increased efforts to develop tourism, and actively carry out the marketing activities for the tourism market. In this paper, according to the analysis of brand ecological wetland park Qin Lake Wetland Park, contribute to Qin Lake better brand management to enhance the competitiveness of the scenic spots.

　　　The main topic of the use of the qualitative research and quantitative analysis unifies, carries on the discussion to the Wetland Park Qin Lake brand management strategy, this paper draws the following conclusion: Wetland Park Qin Lake facing the tourism market competition is very intense, late Qin Lake Scenic Area; By analyzing the favorable and adverse factors can be learned, and puts forward some strategies from the aspects of brand ecological, to expand the visibility, seize the tourism market, obtains the long-term survival and steady development; Qin Lake Wetland Park is the strategy system of marketing strategy based on ecological scenic spot brand; In order to ensure the smooth implementation of brand strategy, it is very important to clear brand ecology the concept, to have the person responsible for the work and supervision. Scenic area should first clear brand project in the concept of scenic spot is the core part of overall marketing work. Next to clear, because the current brand management encountered many obstacles to the macroscopic and microscopic, combining with concrete situation of scenic spot, the brand building as a priority area of sustainable development.

Keywords  wetland tourism; Qin Lake; brand ecology; brand management 

　　　本文的研究意义在于：①从理论意义上来说，通过对品牌生态化管理的研究使品牌生态理论得到进一步丰富，也为该理论今后的发展打下基础。另外加强对溱湖湿地公园的品牌生态学研究，有助于提高其知名度和市场竞争力，促进溱湖湿地公园的良好发展和旅游业的整体进步。此外，对旅游景区的品牌生态理论的研究可以拓展到各行各业的品牌生态化管理中去，从而使品牌生态理论得到升华。②从实践意义上来看，首先，可以加深人们对品牌生态的认识和了解。其次，品牌生态化管理能够改变旅游业者的经营思路，对旅游业的良性发展都有着重要意义，对溱湖湿地公园的品牌生态研究，还可以为溱湖湿地公园具体工作的开展提供参考。总之，对溱湖湿地公园的品牌生态研究不仅可以改善其经营思路，完善溱湖湿地公园的管理体系，还可以为其营销活动的开展提供理论和方法支持。