黑龙江省冰雪旅游景区品牌传播策略研究

Research on Brand Communication Strategy of Snow and Ice Tourism Scenic Spot in Heilongjiang Province

中国旅游业的市场化程度不断提高,旅游景区的竞争也越来越表现为景区品牌化的竞争。黑龙江冰雪旅游景区存在城市品牌传播滞后、旅游景区品牌传播滞后和无差异、旅游景区市场区域协作较少等问题。黑龙江省冰雪旅游景区品牌应采用提高城市景区的品牌内涵、科学合理的品牌传播定位和区域合作整合传播发展等传播策略。

the degree of marketization of China＇s tourism industry is constantly improving, and the competition in tourist attractions is becoming more and more competitive. There are some problems in heilongjiang snow and ice tourism scenic spot, such as the lag of the city brand communication, the lag of the brand communication of the tourist attraction and the lack of cooperation in the market area of the tourism scenic spot. The brand of snow and ice tourism scenic spot in heilongjiang province should adopt the communication strategy of improving the brand connotation of the city scenic spot, the scientific and reasonable brand communication positioning and the regional cooperation and communication development.