基于色彩营销视角的海南旅游企业品牌软实力提升研究

Research on the Improvement of Brand Soft Power of Hainan Tourism Enterprises based on Color Marketing Perspective

随着大众旅游时代的到来,旅游品牌同质化日益加剧,如何增强海南旅游企业品牌软实力,成为海南旅游企业亟待考虑的问题。色彩营销是海南旅游企业品牌个性建设的有利渠道,也是与旅游消费者沟通的有效桥梁,能更有效地反映应品牌文化价值,重视色彩营销在品牌个性建设中的作用,从而使色彩营销很好地助力品牌软实力的提升。

With the advent of the mass tourism era, the “homogeneity” of tourism brands has intensified. How to enhance the soft power of Hainan tourism enterprises has become an urgent issue for Hainan tourism-related enterprises. Through this project research, the awareness of color marketing of Hainan tourism enterprises will be strengthened. Color marketing is a favorable weapon for Hainan tourism enterprises in the process of brand personality construction, and is also an effective bridge for communication with tourism consumers, and can more effectively reflect the brand cultural value. Therefore, Hainan tourism enterprises must pay attention to the role of color marketing in brand personality construction. So that color marketing is a good help to enhance the brand’s soft power.