泛长株潭地区旅游景区品牌建设探析

On the Brand Building of Tourist Attractions in "Pan Chang-Zhu-Tan" Area

旅游景区的品牌建设势在必行。泛长株潭地区几个大型旅游景区在品牌建设方面积累了一定的经验,但存在景区品牌建设缺乏整体规划,景区品牌形象不够鲜明,景区品牌定位模糊,景区品牌营销策划缺乏创意等问题。可以从品牌意识、品牌定位、品牌形象、品牌传播等角度,去谋划泛长株潭地区旅游景区品牌建设的有效对策。

The brand building of tourist attractions is imperative.Some experience of brand building have been accumulated in several major tourist attractions in ＂Pan-Chang-Zhu-Tan＂ area,but there still exists such problems as lacking overall planning in the brand buiding,brand image being not distinctive enough,brand orientation being vague and lacking creativity in marketing planning.To solve these problems,we must put forward the brand building strategies of tourist attractions in＂Pan Chang-Zhu-Tan＂area from the perspectives of brand awareness,brand orientation,brand image,brand communications.