“三次售卖”理论视域下我国冰雪旅游产业品牌塑造路径研究

Research on the Brand Building Path of Winter Sports Tourism Industry in China from the Perspective of Triple Sales Theory

运用文献资料法和逻辑分析法,基于“三次售卖”理论,探讨我国冰雪旅游产业品牌塑造的相关理论与实践问题。通过售卖内容、售卖受众以及售卖品牌3个层层递进的环节,依次形成注意力经济、影响力经济和回头经济,从而使冰雪旅游产业品牌实现从价值塑造到价值整合与放大再到价值延伸的深度推进。指出,我国冰雪旅游产业品牌塑造的三次售卖环节分别存在产品同质性突出,吸引力不足;目标受众不明确,潜在广告投放市场欠挖掘;品牌带动效应滞后,产业链延伸开发不足等问题。据此相应提出,内容生产上要形成品牌意识,打造差异化冰雪旅游产品;媒介策略上要细分市场产品类型,精准对接传媒产业;产业同盟上要依托品牌资源,构建完备的产业价值链。

Using the methods of literature and logical analysis,based on Triple Sales Theory,this paper discusses the relevant theoretical and practical problems of brand building of China’s winter sports tourism industry.Attention economy,influence economy and return economy are formed in turn by three progressive links of sales content,sales audience and sales brand to realize the in-depth promotion of winter sports tourism industry from value shaping to value integration and amplification,and then to value extension.It is pointed out that the triple sales links of brand building of China’s winter sports tourism industry have prominent product homogeneity and insufficient attraction;The target audience is not clear,and the potential advertising market is not excavated;The brand driving effect lags behind,and the extension and development of the industrial chain is insufficient.Accordingly,it is proposed to form brand awareness in content production and create differentiated winter sports tourism products;In terms of media strategy,we should subdivide the market product types and accurately connect the media industry;In terms of industrial alliance,we should rely on brand resources to build a complete industrial value chain.