洪泽湖湿地品牌生态位策略研究.doc

摘要:随着经济的发展和人们生活质量的提高，生态旅游愈加受游客们的欢迎，随之而来的竞争环境也更加地激烈。面对这样的竞争环境，如何制定出正确的研究策略具有着重要的意义。本文是利用品牌生态位理论，对洪泽湖湿地品牌生态位进行各个维度分析，有助于促进洪泽湖湿地更好地理解品牌优势与不足，制定合理的品牌生态位策略。

　　　本课题主要是对洪泽湖湿地的情况进行具体的探讨，最终提出了关于湿地品牌生态位策略的一些建议。通过本文的研究，得出以下结论：(1)洪泽湖湿地旅游景区刚开发不久，面临着激烈的竞争环境，还存在很多的不足，比如投入资金不足，管理不善，品牌知名度不高等；(2)通过本文对洪泽湖湿地品牌生态位维度分析，可以看出洪泽湖湿地的优势生态位包括自然生态、旅游模式等。一般生态位包括社会环境、旅游企业。劣势生态位包括地方政府、品牌发展等；(3)对洪泽湖湿地处在优势生态位的维度因素，应该采取生态位优化策略；(4)对洪泽湖湿地处在一般生态位的维度因素，应该采取生态位提升策略；(5)对洪泽湖湿地处在劣势生态位的维度因素，应该采取生态位改进策略。

关键词  洪泽湖湿地；品牌生态位；品牌生态位维度；品牌生态位策略

Abstract:With economic development and the improvement of people's quality of life, ecotourism is increasingly welcomed by visitors, followed by the competitive environment more intense. The face of such a competitive environment, how to work out the right strategy has important significance. This article is the use of brand nichetheory, closely analysis of the Hongze Lake Wetland brand nichedimension, It’s helpful for the Hongze Lake Wetland better understanding of the strengths,  weaknesses, and to develop a reasonable brand nichestrategy.

　　　The main subject of specific discussion of the Hongze Lake Wetland, eventually I put forward some suggestions about the the wetlands brand nichestrategy. Through this research, the following conclusions: 1) the Hongze Lake Wetland tourist attractions newly developed soon, facing intense competitive environment, there are still many deficiencies, such as lack of investment, mismanagement, brand awareness is not high; 2) Through the analysis of the Hongze Lake Wetland’s brand nichedimension, we can see the Hongze Lake Wetland advantage of niche including the natural ecology, and the tour patterns, the general niche includes the social environment,and the tour enterprises. The weak niche ,includes the local government and the brand development, etc.; 3) For the Hongze Lake is located in the advantage niche dimensions should be taken the optimization strategy. 4) For the Hongze Lake is located in the general niche dimension should be taken to enhance the strategy; 5) For the Hongze Lake is located in the disadvantage niche dimension should be taken the niche improvement strategy. 

Keywords  Hongze lake wetland  Brand niche  Brand niche dimension  Brand niche strategy