论文样本湖北中医药university的管理.docVIP

附件4 走品牌文化建设和营销路线 ——以平遥古城旅游开发为视角 【摘要】：近些年古城的开发迅速发展，要想把古城的开发做大做好，必须致力于加强品牌化建设与营销，形成自己的品牌。本文以平遥古城为例，从文化角度探讨历史古城品牌发展的机制和对策。古城品牌的建设与营销，涉及到品牌意识、品牌定位、资源整合以及营销策略等几个方面。主要从品牌建设和品牌营销两个方面探讨古城的开发策略，从而解决旅游“瓶颈”，形成紧密旅游网络，提高产品文化品格，加快旅游国际进程，建设旅游国际强县品牌。 【关键词】：品牌文化 品牌营销 平遥古城 Abstract：In recent years，the city develops rapidly.In order to develop the ancient city, it is necessary to create their own brands with the brand building and marketing. Taking the historic town of Pingyao as an example, the article discusses the brand development mechanism and strategies of historic towns from the culture and economic aspects.The brand building and marketing about the ancient city’s culture, related to brand awareness and brand positioning, resource integration, and marketing strategies, and other aspects. In this paper, to the ancient city of Pingyao to discuss tourism development as an example, mainly from the brand culture of peace-building were two aspects of cultural marketing. So relive tourism’s “bottleneck”,form a tourism network,improve product culture charater,and turn out a mass of attractive internationalized products in order to promote pingyao Ancient City tourism industey internationalized and make pingyao a brand tourism country. Key Words：Brand Culture Brand Marketing The ancient city of Pingyao 目 录 文献综述………………………………………………………………………………1 一、平遥古城旅游现状………………………………………………………………2 二、品牌文化建设……………………………………………………………………3 （一）树立品牌意识…………………………………………………………………4 （二）明确品牌定位…………………………………………………………………4 （三）整合开发品牌资源……………………………………………………………5 1、整合古城的硬件资源…………………………………………………………… 5 2、整合古城的文化资源…………………………………………………………… 7 三、品牌文化营销………………………………………………………………… 10 （一）挖掘古城品牌文化资源 ……………………………………………………10 1、挖掘名人资源，赋予古城灵魂…………………………………………………10 2、利用老字号建立连锁店，以点带面，宣传古文化……………………………11 3、局部再现历史原型………………………………………………………………11 4、创建影视基地……………………………………………………………………12 5、吃穿住行各个方面全面发展…………………………………………………… 12 （二）整合古城品牌营销策略………………………………………………………13 1、 强化立体传播意识,加强多途径传播手………………………………………13 2、 进行整合营销传播，以点带面…………………………………………………16