张家界森林旅游产品品牌定位研究

On Brand Orientation of Zhangjiajie Forest Tourism Products

张家界具有得天独厚的自然与人文资源优势,森林旅游在产品开发与品牌个性塑造过程中,却存在着森林旅游基础设施薄弱、旅游规划水平和服务质量不高等问题。应对张家界森林旅游产品品牌个性环境进行分析,对相应的森林旅游产品品牌进行市场定位,进行广告设计与营销宣传,将有利于森林旅游地与旅游产品品个性的塑造与成长。

Zhangjiajie takes the exceptional advantages on natural and cultural resources. In the process of product development and brand establishment, there are some problems in forest tourism, such as infi＇astrueture, tourism program and service quality weak and inferior. Hence, it needs to analyze the individual environment and orient the market position on the brand of Zhangjiajie forest tourism product through advertising design and marketing propaganda to improve the formation and development of forest tourism resource and products.