环巢湖水文化资源整合与提升“大湖名城”品牌形象路径

INTEGRATION OF CHAOHU LAKE′S WATER CULTURE RESOURCES AND PROMOTION OF THE BRAND IMAGE OF "GREAT LAKE CITY"

合肥市定位为"大湖名城",依托的是环巢湖水文化资源。目前,环巢湖水文化资源还没有充分开发和利用,存在着诸如水环境差、湖泊生态退化;旅游基础设施建设不足;旅游景点缺乏整体规划;品牌旅游产品缺乏;旅游营销手段单一及服务意识不到位等问题。对此,合肥市要打造"大湖名城"的城市品牌形象,需要整治环巢湖流域的环境,整合水文化资源;精心打造旅游产品和水文化品牌项目;加大推介和宣传环巢湖旅游力度等。同时,合肥市还需要利用各种方式来传播其"大湖名城"城市品牌形象。只有如此,合肥市的"大湖名城"城市品牌形象才能真正树立和得以名副其实。

Hefei City is branded as the ＂Great Lake city-＂, relying on the resources of Chaohu Lake＇s water culture. At present, the resources of Chaohu Lake＇s water culture have not been fully developed and used, with problems such as the poor water environment, lake ecological degradation, the lack of tourism infrastrueture construction, the lack of overall planning of tourist attractions, the lack of brand tourism products, simple tourism marketing means and the lack of service awareness. Therefore, to build the ＂Great Lake City＂ brand image, Hefei needs to improve the environment of the Chaohu basin, integrate water cultural resources, pay great attention to developing tourism products and water culture brand projects, and strengthen the promotion of Chaohu tourism. At the same time, Hefei needs to spread its brand image of ＂Great Lake City＂ in various ways. Only in this way can the brand image of ＂Great Lake City＂ be truly established and be worthy of the name.