摘要
目的在旅游纪念品中引入品牌化的开发策略。方法分析了地方符号和地方旅游纪念品现状,通过构建、完善品牌框架和内容,将地方旅游纪念品进行了品牌化的开发和建设。在品牌化策略的指引下,从创建品牌符号、塑造品牌内涵、创新品牌载体、多元营销推广这4个方面完成旅游纪念品品牌的建立,同时以无锡旅游纪念品品牌建设为例进行了分析。结论通过研究和实践的结合为类似的旅游纪念品开发探索了一条切实可行的路径。
Objective Introduce the development strategy of brand in tourist souvenirs. Methods It analyzed the status quo of local icon and tourist souvenir.By building the framework and content, it improved brand construction and development of local tourism souvenirs.Following the brand strategy, from four aspects of establishing the brand symbol, shaping brand connotation, innovating brand carrier and diversifying marketing promotion, tourist souvenirs brand was built. At the same time, Wuxi tourism souvenirs brand building was analyzed. Conclusion It explored a feasible road for the development of tourist souvenir through the combination between research and practice.
出处
《包装工程》
CAS
CSCD
北大核心
2014年第24期124-128,共5页
Packaging Engineering
关键词
旅游纪念品设计
产品开发
品牌运作
design of tourist souvenir
product development
brand operation
