青海特色旅游论文.doc

论文题目：青海旅游业发展中的品牌策略研究 专 业：市场营销 摘要 文章通过对青海旅游业品牌发展中存在的问题分析，认为青海旅游业应该在充分认识自身旅游品牌发展存在的品牌意识薄弱，旅游品牌基础不牢固，品牌的打造与宣传力度不足，品牌定位不准确等问题的基础上。从品牌的理念入手,了解青海旅游业发展的现状及存在的主要问题，根据旅游业的需求特点及青海旅游业未来发展趋势,从旅游产品品牌和旅游企业品牌两个角度针对产品的质量、特色、文化内涵、可持续发展和企业的品牌定位、品牌形象塑造、品牌延伸等具体方面寻求改进的措施，实现青海旅游业品牌化。从而更大的发挥旅游业的先导产业性,扩大青海知名度、提高开放度 ,带动青海经济的发展以及第三产业的发展,推动第一、二产业的优化革新,促进产业结构的调整。 关键词:青海，旅游业，品牌，策略 Title : Qinghai tourism development of brand strategy study Major : Marketing Name : Ma Fuyuan Signature: Supervisor : Gong Minli Signature: Abstract Based on the Qinghai tourism brand in the development, Qinghai that the tourism industry should fully recognize their own tourism brand development for the foundation. From the concept of brand start to address the development of tourism in Qinghai brand awareness, and the tourism infrastructure is not strong brands, Brand Building and inadequate publicity and brand positioning is not accurate. from simple resource elements of competition into brand competition strategies, to conduct brand building and brand innovation. According to tourists and the demand characteristics of the Qinghai tourism industry in the future development trends, Brand products from the tourism and travel business perspective against two brand product quality, characteristics and cultural connotation, Sustainable development and corporate brand positioning, brand image-building, brand extension, and other specific aspects of the search for improvement measures. Pilot achieve tourism industry, expanded Qinghai visibility and openness, spur economic front activities to stimulate the development of the tertiary industry, promoting the first, two industries, in innovation, promote the readjustment of the industrial structure. Keywords : Qinghai, tourism, branding, strategy 目录 摘要 1 1绪论 5 2品牌策略的基本理念 6 2.1 品牌的涵义 6 2.2 品牌策略的基本内容 7 2.2.1 品牌负责人决策 7 2.2.2 品牌质量策略 7 2.2.3 家族品牌策略 7 2.2.4 品牌扩展策略 8 2.2.5 多品牌策略 8 2.2.6 品牌归属战略 8 3青海旅游业发展的概况及主要问题 10 3.1发展青海旅游业在