少林寺品牌营销研究-旅游管理专业论文.docxVIP

摘要摘 摘要 摘 要 对于旅游业而言，目的地正成为最大的品牌缔造者，目的地品牌塑造被认 为是一种强有效的营销工具，但国内外己有研究对旅游目的地形象本身关注较 多，而对旅游目的地定位和品牌营销关注较少，且大部分带有探索性质。由于 河南省的旅游发展面临的挑战、旅游立省战略的提出以及少林寺品牌危机与机 遇并存等因素，客观上要求研究少林寺品牌营销。因此，研究少林寺品牌营销， 不仅有利于进一步挖掘少林寺品牌的内涵和提升少林寺的品牌价值，而且能为 其他景区开发和文化资源产业化提供借鉴。 本研究紧紧围绕少林寺品牌营销展开。首先，介绍了品牌整合理论、品牌 营销和品牌延伸等相关理论：其次，分析了少林寺的历史文化和自然景观以及 少林寺品牌在商业化过程中成功经验和存在的问题；再次，分析了少林寺品牌 的内涵，并从少林寺的品牌优势、竞争状况、和旅游市场的认知三个方面对少 林寺品牌资产要素进行分析，指出少林寺品牌应定位于禅宗祖庭，并重点提出 了构建少林寺品牌资产整合与创新方案，提出了少林寺品牌整合营销传播策略； 最后，针对少林寺品牌营销实施提出了一些建议。 本研究创新点在于从品牌整合和体验营销的角度对少林寺品牌资源进行了 整合与创新，从Web2．0营销的角度对少林寺品牌整合传播进行研究，主张采用 Web2．0营销与传统营销相结合，注重Web2．0营销。 关键词：少林寺品牌营销整合传播 网络营销 AbstractAbstract Abstract Abstract Tour destination is now becoming the most paramount brand maker for tourism． Thus，the molding of tour destination brand is considered as a powerful marketing mode．However,at present,much attention of this study home and abroad is focused on the establishment of the destination image instead of the position of tour destination and the brand marketing strategy．The inspiring strategy of‘boosting the economy of Henan province by promoting the tourism’’contributes much to the possibility of the promotion of Shaolin Temple．The factors that the underdevelopment stage of Henan’S tourism economy and the coexistence of challenges and opportunities for Shaolin Temple also call for the further effort in the study of the brand marketing of Shaolin temple，which is sure to bc beneficial not only to the dig into the connotation of Shaollin temple and the promotion of the brand value of it,but also to the model reference from other destinations． The paper mainly focuses on the brand marketing of Shaolin temple．Firstly,the paper introduces the theories about brand integration,brand martkcting and brand extension．Secondly,the paper introduces the historical culture resources and its natural resources of Shaolin temple，and analyzes the commercial SUCCESS and the problems of the brand of Shaolin temple．Thirdly,the Paper analyzes the connotation of Shaolin temple．Again，th