摘要
品牌定位是旅游目的地实施品牌战略的前提和基础。民族地区虽然经济社会发展相对落后,但在人口、自然环境、文化、民族个性等方面都具有自身的特点。对于身处其中的旅游目的地而言,品牌定位要立足于目的地的资源状况,以市场需求为导向,找出目的地拥有且符合市场潜在消费者需求的资源。在此基础上,结合竞争性目的地的定位,进一步找出目的地具有竞争性优势的资源之所在,以此作为定位的基点,并确定相应的定位策略和方法。在品牌定位中,要重视通过文化差异来塑造旅游目的地的品牌个性,提高旅游目的地的品牌竞争力和可持续发展能力。
Brand positioning is the premise and foundation of the brand strategy of tourism destination. The economic and social de- velopment in ethnic minority areas is comparatively backward, but it has its own characteristics such as population, nature environment, culture, national characteristics and so on. For the tourism destination in undeveloped ethnic minority areas, brand positioning should be based on the resources of destination, oriented by market demand, to find out the resources for the tourism destination matching with the needs of the market potential consumers. On this basis, in the combination with the location of competitive destination, it is necessary to further explore the resources with competitive advantages, as a basis point for positioning, to determine the corresponding positioning strategy and method. In brand positioning, it is im- portant for us to mould brand personality of tourism destination by cultural differences and improve brand competitiveness and sustainable development ability of the tourism destination.
出处
《企业经济》
北大核心
2016年第5期37-40,共4页
Enterprise Economy
基金
国家社会科学基金项目“大型节事活动举办后中国旅游形象演变机理及和谐发展战略研究”(项目编号:12CGL057)
关键词
民族地区
旅游目的地
品牌定位
路径
ethnic minority areas
tourism destination
brand positioning
paths
