网络用户参与品牌价值共创视域下民族文化旅游品牌的发展策略研究

Research on the Development Strategy of Ethnic Cultural Tourism Brand under the Perspective of Network User Participation in Brand Value Co-creation

在互联网时代,网络用户已经全方位地参与到了民族文化旅游品牌的价值共创之中,因而推动了民族文化品牌经济和网络经济的蓬勃发展民族文化旅游公司应该适应网络用户参与品牌价值共创这一新的潮流,采取充分发挥网络的“连接”力量、紧抓“互动”这个关键点、在“重构”中打造民族文化旅游品牌的价值网、创新民族文化旅游品牌价值共创的机制以及激发网络平台的自增强活力等措施,吸引网络用户积极参与到民族文化旅游品牌的价值共创之中,使民族文化旅游品牌不断增值。

In the Internetage, network users have fully participated in the value co-creation of ethnic cultural tourism brands, which has promoted the vigorous development of ethnic cultural brand economy and network economy. Ethnic cultural tourism companies should adapt to the new trend that network users participate in the co-creation of brand value, and take measures such as taking full advantage of the"connection"power of the network, grasping the key point of "interaction",building the value network of ethnic cultural tourism brand in "reconstruction", innovating the mechanism of co-creation of ethnic cultural tourism brand value, and stimulating the self-strengthening vitality of the network platform, etc. In order to attract network users to actively participate in the value co-creation of ethnic cultural tourism brand, and promote the continuous value-added of ethnic cultural tourism brand.