西盟县勐梭龙潭景区的品牌营销策略研究.docVIP

西盟县勐梭龙潭景区的品牌营销策略研究 摘 要 根据马斯洛需求理论，当人们的生活水平得到提高时就不再满足于单纯的物质消费，而是追求更高级的精神消费，于是旅游越来越受到重视。在国民收入不断增加的时代大背景下，旅游业迎来了发展的大好时机，旅游业产值在国民生产总值的比重也不断提高。本文以西盟县勐梭龙潭景区为研究对象，通过实地考察，访谈和查阅大量的文献资料，发现景区经济效益不是很好，知名度不是很高，品牌的打造不是很成功，概括出景区品牌建设的缺失是制约景区发展的瓶颈，提出景区要把品牌建设放在至关重要的位置，努力创建景区独特的品牌文化。 关键词：旅游；品牌；勐梭龙潭 The Discussion and the Research in Brand Marketing Strategy to Mengsuo Longtan Scenic Spot in Ximeng County Abstract: According to the theory of Abraham H. Maslow’s demand, while peoples living standards improve, they no longer satisfy with simple material consumption but pursue senior spiritual consumption, thereupon tourism is attracted more attention. Under the background of times that national income continuously increases, tourism ushers in the golden opportunity of development, and tourism output value in the proportion of GNP improves continuously. This thesis based on Mengsuo Longtan scenic spot in Ximeng county as the research object. By way of fieldwork, interview and consulting a large number of literature material, I find that economic benefits of scenic spot is not very good, popularity is not very well, creating brand is not very successful. Sum up that the lack of creating brand to scenic spot is the bottleneck of restricting the development of scenic area. This thesis puts forward proposals that the creating band of scenic spots should put in vital position and make great efforts to create the unique culture of scenic spot. Key Words: Tourism; Brand; Mengsuo Longtan 目 录 引言 1 一、西盟勐梭龙潭景区旅游现状分析 2 （一）宏观环境分析（PEST分析法） 2 1.政治法律(political and legal)环境分析： 2 2.经济（economic）环境分析： 2 3.社会文化（social-cultural）环境分析： 3 4.科学技术（technological）环境分析： 3 （二）微观环境分析 4 1.自身优势 4 2.周边竞争者情况分析 5 二、西盟勐梭龙潭景区旅游存在的不足 5 （一）景区形象模糊 5 （二）景区开发利用缺乏深度 6 （三）市场宣传与促销意识淡薄 6 三、景区品牌营销策划 7 （一）品牌营销对旅游业的意义 7 （二）勐梭龙潭景区品牌营销策划 9 1.事件营销是品牌策划成功的重要手段 9 2.广告是品牌策划成功的重要保证 10 3.公关活动是品牌策划成功的必要措施 11 4.口碑营销是推动品牌策划成功的无形之手 12 5.进行旅游纪念品营销，设计独特的标识（LOGO） 12 6.CS战略是品牌策划长久成功的有力保障 13 结语 14 参考文献： 15 致 谢 16 引言 西盟佤族自治县位于云南省普洱市西部，是世界佤族文化保护区，中国仅有的