德宏旅游形象定位、塑造与市场营销

Study on the Orientation of Tourism Image,Modeling and Marketing——A Case Study of Dehong in Yunnan

文章在分析德宏文脉和地脉的基础上,结合云南周边地区旅游形象的定位,提出了德宏——滇西之"宝地"的德宏旅游主体形象定位,再从促销形象的构建、宣传口号的设计、视觉符号系统的创造、特色旅游产品的打造和优质服务与高效管理的保证等几个方面论述了德宏主体旅游形象的塑造。进而论述利用媒体广告策略、公共关系策略和宣传口号策略进行旅游主体形象的传播,以及细分、定位旅游目标市场和加强旅游形象宣传等市场营销策略。对德宏旅游主体形象的定位,不仅对德宏的旅游资源具有概括性,而且突出了德宏旅游的特色,强调了与周边地区旅游形象的异质性,对德宏旅游的发展具有重要的参考价值。

Considering the orientation of tourism images in surrounding cities, the tourism image of Dehong is put forward in this paper on the basis of its contextual and geographical analysis. The tourism image of Dehong is then discussed from such aspects as establishment of promotion images, planning of slogans, creating of CI, VI, unique tourism products, high - quality tourism service and efficient management. The paper further explains such strategies as advertisements, public relations, propagandistic slogans and market orientation and diversification. The paper, which not only sums up tourism resources in Dehong, but also stresses its local traits and heterogeneity with surrounding cities, is considered to be referentially significant to the development of Dehong tourism.