旅游景区品牌战略研究.doc

摘要:21世纪的前进与发展，标志着人类步入了一个崭新的发展时代。在信息快速传播的今天，品牌已成为企业的核心竞争力，是企业最宝贵无形资产。品牌战略是市场经济中竞争的产物，成为许多企业纷纷运用的竞争利器。随着经济的发展中，我国旅游业经历了从产生到不断成熟的阶段，起步晚但发展迅速。我国旅游景区在品牌创建和经营的过程中，取得了一定的成绩。但是，在创建和经营的过程中也存在着相应的问题。面对旅游景区品牌意识薄弱、产品质量和基础设施不够完善、品牌定位和品牌形象不足等现状，景区品牌战略已成为旅游景区发展的关键。

　　　本文以品牌为切入点，分析了旅游业现状、旅游景区品牌现状，明确在品牌创建和经营过程中存在的问题。以市场营销学为理论基础，针对存在的问题提出对应的品牌战略对策以及给出五点建议。

关键词：旅游景区  市场营销  品牌战略

ABSTRACT:Progress and development of the 21st century, marking mankind entered a new era of development. Rapid dissemination of information today, the brand has become the core competitiveness of enterprises, is the most valuable intangible assets. Brand strategy is the product of a market economy competition, many companies have applied to become a competitive weapon. With economic development, China's tourism industry has gone from generation to continue to mature stage, started late but rapid development. Tourist attractions in our brand creation and management process, and achieved certain results. However, in the process of creating and operating the corresponding problem also exists. The face of weak brand awareness tourist attractions, product quality and inadequate infrastructure, lack of brand positioning and brand image status quo, scenic tourist attractions brand strategy has become the key to development.

    In this paper, the brand as a starting point to analyze the current situation of tourism, tourist attractions brand status, specifically in the process of brand building and operating problems. To marketing as the theoretical basis for the problems put forward corresponding countermeasures and brand strategy gives two suggestions.

Keywords: Tourist attractions ；Marketing ；Brand Strategy

　　　在经济全球化的今天,我国旅游市场得到了空前的发展，特别是自改革开放以来旅游业处在不断发展和成熟的阶段，呈现出高速发展的态势，旅游业国际、国内市场份额持续增长。随着我国产业结构和经营体制的调整和转变，我国旅游业也相继进入了品牌经营时代。面对新的环境，我国旅游业在高速发展的背后也存在着相应的问题。在旅游景区品牌创建和经营的过程中，旅游景区品牌意识薄弱、品牌培育环境基础不牢、产品质量和基础设施不够完善等阻碍了旅游景区品牌竞争的发展。面对旅游景区品牌经营时代的到来，顺应潮流是我国旅游景区的唯一选择。面对竞争品牌的挑战，只有发挥自己的优势，加强品牌战略，迎流而上。因此品牌战略已成为不可或缺的。