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基于波士顿矩阵分析的文学旅游品牌塑造研究——以淮安市“西游圣地”品牌为例 被引量:1

Research on Literary Tourism Brand Building Based on Boston Matrix Analysis--Taking the“Journey to the West Holy Land”brand in Huai'an City as an Example
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摘要 本文运用波士顿矩阵(SWOT)分析法分析淮安市“西游圣地”旅游品牌的内部与外部环境。“西游圣地”旅游品牌内部优势是地理位置优势、政府支持力度大、形象识别系统设计较好、深度的文化开发。内部劣势是旅游元素简单杂糅、配套基础设施尚未完善。外部机会是营销方式丰富多样、市场优势明显。外部威胁是其他西游品牌和主题乐园的竞争。根据上述因素提出开拓型、争取型、抗争型、保守型4种战略建议。 This article uses the Boston Matrix(SWOT)analysis method to analyze the internal and external environment of the“Journey to the West Holy Land”tourism brand in Huai'an City.The internal advantages of the“Journey to the West Holy Land”tourism brand are geographical location advantage,strong government support,well-designed image recognition system,and deep cultural development.The internal disadvantage is that tourism elements are simply mixed and the supporting infrastructure is not yet perfect.External opportunities include diverse marketing methods and clear market advantages.The external threat is competition from other Westward Journey brands and theme parks.Based on the above factors,four strategic suggestions are proposed:pioneering,striving,resisting,and conservative.
作者 张潮 徐前 王益富 管江悦 ZHANG Chao;XU Qian;WANG Yi-fu;GUAN Jiang-yue(School of Education Sciences,Shanxi Normal University,Shanxi Provincial Experimental Teaching Center for Psychology and Cognitive Behavior,Taiyuan 030032,Shanxi Province;School of Education Science,Huaiyin Normal University,Huai'an,Jiangsu 223001)
出处 《江苏商论》 2024年第3期58-61,70,共5页 Jiangsu Commercial Forum
基金 大学生创新创业训练计划校级项目(201807020XJ) 2023年山西省高等学校决策咨询(智库)研究项目(2023J003) 2023年山西省高等学校一般性教学改革创新立项项目(J20230570)。
关键词 淮安市 西游圣地 旅游品牌形象 SWOT分析 Huai'an City Journey to the West Holy Land Tourism brand image SWOT analysis
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