山东半岛蓝色旅游业发展路径探讨:基于集群品牌的视角

Research on blue tourism industry development path of Shandong Peninsula based on the angle of the cluster brand

文章在分析蓝色旅游业和集群品牌内涵和特性的基础上,阐述了集群品牌对产业发展的作用机理。将营销理论中的品牌思想引入集群发展过程中,从集群品牌视角发展半岛蓝色旅游业,以获得差异化竞争优势。此外,将品牌思想和文化思想有机融合,促使半岛从蓝色旅游经济圈向蓝色旅游文化圈过渡,培育具有蓝色文化内涵的蓝色旅游业。

Based on the analysis of the connotation and characteristics of blue tourism and cluster brand, this paper elaborates the mechanism of cluster brand to the industry development. And we introduce the brand idea of marketing theory into the development process of cluster and develop Shandong Peninsula＇s blue tourism from the perspective of cluster brand to obtain the different competitive advantages. In addition, we blend brand ideas with culture ideology to promote Peninsula to transit from blue tourism economic circle to the blue tourism cultural circle, and cultivate blue tourism industry with blue culture connotation.