广西古镇旅游品牌推广研究——以黄姚古镇为例

Research on the Tourism Brand Promotion of Guangxi Ancient Towns——Taking Huangyao Ancient Town as an Example

广西不少旅游品牌面临着品牌推广难的问题。贺州黄姚古镇是中国“四大古镇”之一,但目前品牌影响力有待提升。调查发现,黄姚古镇品牌推广存在官网主题不够突出、推广方式选择不当、品牌推广策划缺乏创意等问题。本文提出了广告与名人推广、网络推广、影视推广等品牌推广策略。本文通过有效地开展黄姚古镇品牌推广,提升其品牌知名度和吸引力,以期给黄姚古镇带来经济效益和社会效益。

Many tourism brands in Guangxi are facing the problem of difficult brand promotion.Huangyao Ancient Town of Hezhou is one of the“four great ancient towns”in China,but its brand influence needs to be improved.It is found that the brand promotion of Huangyao Ancient Town has many problems,for example,the theme of the official website is not prominent enough;the promotion method is not properly chosen;the brand promotion planning lacks creativity.This article proposes strategies for brand promotion such as advertising and celebrity promotion,network promotion,film promotion,etc.With the effective implementation of the brand promotion of Huangyao Ancient Town,the brand fame and attractiveness of Huangyao Ancient Town will be enhanced,so economic and social benefits will be brought to Huangyao Ancient Town.