重庆市黔江区旅游品牌体系构建探析——渝东南少数民族地区旅游品牌开发个案研究

The Analyzing of Qianjiang Distrct’s Tourism Brand System——The Analyzing of Isolated Case for the Tourism Brand-Exploiting Strategy of the Southeast Zone of Chongqing

品牌核心价值在根本上决定了品牌体系的独特性、识别性、不可复制性和吸引力。黔江旅游品牌开发首先要从品牌核心价值开始,确定具有前瞻性的价值主张后,才能着手构建品牌体系框架。黔江区旅游品牌开发过程必须遵循一定的顺序,即以核心价值为品牌原点来打造品牌体系,实现从内到外、上下一致的开发过程。以此开发过程所取得的经验和做法,为渝东南少数民族地区旅游品牌化建设提供有益的借鉴和引导。

Brand Core Values foundationally make distincitiveness, identification,unduplication and attractiveness of the brand system. To form Qianjiang＇s tourism brand system,the first step is to refine the brand core values. The forming process of the tourism brand system must follow the same sequence. The process centers around the core values. Then the unified and per- fect brand system will be formed. On the bases ,the experience and practices will supply the southeast part of Chongqing for strong guide.