旅游地品牌特征塑造初探——以香格里拉旅游品牌为例

AN STUDY ON MOLDING BRAND IDENTITY OF THE TOURISM DESTINATION--A CASE STUDY OF THE TOURISM BRAND OF SHANGRI-LA

香格里拉是一个公共品牌,是系列旅游产品的组合。香格里拉品牌具有鲜明的特征,其特征通过品牌的个性和定位体现,品牌的个性是通过文化性和奇特性表现,信念性是品牌的定位。具体分析了香格里拉品牌的资源本体的脆弱性、旅游产品开发层次较低、品牌崇信度不确定性和品牌定位不准等问题。最后对香格里拉品牌特征的塑造,提出了建议:树立品牌意识,加强品牌管理;加强品牌定位———突出个性;构筑品牌的保护圈;实现品牌特征的接触点。

Shangri-la, a public-used brand, is the beast of a number of tourism products. The brand of Shangri-la has strong features, which is reflected both by its own characters and the position being fixed. Characters of a brand can be understood as culture and typical content while positioning of a brand focuses on faith in the brand. The paper analyzes the volubility of the resource content of Shangri-la in detail, followed by a disclosure of such problems available in developing Shangri-la as low development level of tourism products, unsteady faith in the brand and inaccurate brand positioning. At the end of the paper, suggestions are made referring to the construction of Shangri-la brand features: to establish a sense of brand importance; to strengthen brand management; to enhance brand positioning especially distinct characters; to set up a protection circle for the brand and to find the connecting points for all features.