武功山旅游品牌的营销与推广策略

Marketing and publicity of Wugong Mountain tourism brand

旅游产品品牌营销已越来越成为旅游景区发展成败的一个决定性因素,成功的品牌推广将为景区带来大量现实和潜在的财富。分析了武功山风景名胜区近些年来在品牌营销方面取得的成绩和存在的问题,从产品依托、品牌规划、品牌推广策略、营销原则等方面,提出了搞好武功山旅游品牌的营销与推广工作的一系列策略。

The marketing of tourism product brand has become a decisive factor of deciding the success or failure of the development of the tourism scenery. The successful publicity of brand will bring a great deal real and potential wealth to the scenery. This paper analyses the achievements and problems in the marketing of brand of Wugong Mountain scenery in recent years and puts forward a series of strategies for the marketing and publicity of Wugong Mountain tourism brand from the perspectives of product dependency, brand planning, brand publicity strategy, marketing principle, etc.