摘要
【目的/意义】通过设计省域乡村旅游品牌化发展方案,为应对激烈的市场竞争、实现产业高质量发展,助推乡村全面振兴提供参考。【方法/过程】以品牌化理论为指导,分析陕西省乡村旅游品牌定位,设计乡村旅游品牌标志,提出品牌传播策略。【结果/结论】分析认为,陕西省乡村旅游应定位于“三秦乡村游——三秦人家”;并据此设计了能诠释品牌定位、凸显陕西人文历史底蕴和青山绿水家园特色、契合旅游者需求的乡村旅游品牌标志,提出了构建立体品牌传播体系、建设大数据品牌控制体系、完善品牌体系内部协调机制的具体策略。
【Objective/Meaning】Through the design of the provincial rural tourism branding development plan,it provides a reference for coping with the fierce market competition,realizing the high-quality development of the industry,and boosting the overall revitalization of rural areas.【Methods/Procedures】Under the guidance of branding theory,the brand positioning of rural tourism in Shaanxi Province was analyzed,and the brand logo of rural tourism was designed.Then,the strategies for brand communication were put forward.【Results/Conclusions】The analysis showed that the rural tourism in Shaanxi Province should be positioned as“Sanqin Rural Tourism-Sanqin homes”,and the brand logo of rural tourism should be designed to interpret the brand positioning,highlight the cultural and historical heritage of Shaanxi Province and the characteristics of green hills and clear waters,and meet the needs of tourists.Last,the specific strategies were put forward including constructing the three-dimensional brand communication system,building the big data brand control system and improving the internal coordination mechanism of brand system.
作者
刘笑明
张容
LIU Xiao-ming;ZHANG Rong(School of Economics and Management,Xi’an Shiyou University,Xi’an,Shaanxi 710065,China)
出处
《台湾农业探索》
2021年第6期36-40,共5页
Taiwan Agricultural Research
基金
陕西省软科学研究计划项目(2017KRM201)
陕西省社会科学基金项目(2017S027)。
关键词
品牌化
乡村旅游
陕西省
branding
rural tourism
Shaanxi Province
