“互联网+”背景下的四川古镇旅游品牌塑造对策研究

Research on Tourism Brand Building in Sichuan Ancienti Towns under The Background of“Internet+”

四川古镇数量位居全国前列,古镇旅游资源丰富,特别是近几年古镇旅游进入高速发展时期。但四川古镇存在市场定位不清晰、缺乏品牌形象的整体推广等问题,影响了四川古镇旅游品牌的知名度和美誉度。结合“互联网+”的时代背景,提出建立品牌塑造联盟、找准品牌定位等措施,以期帮助四川古镇进一步提升旅游品牌价值。

The number of ancient towns in Sichuan ranks first in China,and Sichuan is rich in ancient town tourism resources. Especially in recent years,ancient towns have entered a period of rapid development in tourism.However,we slso find a lot of problems:unclear market positioning,lack of overall promotion of brand image and so on.These problems affect the popularity and reputation of tourism brands in ancient towns of sichuan.Combined with the background of“Internet+”,this paper will put forward some suggestions:establishing brand building alliance,identifying the brand positioning,etc.It is also hope to help the ancient towns in sichuan improve their tourism brands.