旅游目的地品牌管理与营销(英文版).ppt
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1、Tourism destination brand management and marketingGroup members:Han Chaohua Jian Xuejian Zhao Miaomiao1The definition of brandA brand is a name,term,symbol,design,or their combination.Its function is to distinguish the product or service from others.For a consumer,brand logo can not only protect the
2、 origin of products,it also can help to protect the benefits of the manufacturers and the consumers.It can also prevent the products or service from being imitated.2The elements of brand1.The public is the center of brand.The public:consumer(direct&indirect consumer);media sources;experts and releva
3、nt mechanism.2.Organization and the products are the carrier of the brand.3.Brand comes from the awareness of the public.3The functions of brand1.Brand has become one of standards and tools of making purchasing decisions for consumers.2.Brand is a kind of symbolic means,to enable consumers to distin
4、guish from the clusters.3.Brand can reduce the risk of purchasing the products.The risk of functionThe risk of bodyThe financial risksThe risk of psychologicalThe risk in time4The differences between tourism destination image and tourism destination brand1.The concept of tourism destination image is
5、 abstract,scattered and vague,and the concept of the tourism destination brand is specific,uniform and bright.2.The information process of the tourism destination image is passive and natural,and the tourism destination brand is created by the initiative development.3.The image of tourism destinatio
6、n is usually reflected by the name of tourism destination,while the brand of tourism destination is reflected by outside its name.5The associations between tourism destination image and tourism destination brand1.Tourism destination brand is the commercial attributes of tourism destination image.2.T
7、ourism destination brand is the tool to establish the tourism destination image.3.Tourism destination brand has its own brand image.Tourism destination brand has complementary relationship with its image.Brand is a commercial operation method to image.6The important significance of tourism destinati
8、on brand buildingFirstly,the tourism destination marketing must make the destination space region be branded.The brand provides a consistent image for the products and services of tourism destination.So that,the destination can be attractive and easily identified,which will increase a lot of value f
9、or tourism destination.7Basic principles of tourism destination brand positioning1.Principle of basic resources2.Principle of regional background3.Principle of competitive advantage4.Principle of construction of system8Tourism destination brand positioning stepsMorrison,an American tourism destinati
10、on marketing scholar,has put forward 5Ds model,a kind of method of operation in tourism image.1.Identification of interest2.Forming differences3.Building images4.Transferring design5.Implementation of commitments9Tourism destination brand positioning stepsAny tourism destination has its own unique p
11、roperties.The key problem is to select the destination attraction attributes,which will be helpful to the decision,formation of competitive and recognition of delivery service.Before branding the destination,brand the tourism attraction first.Select the tourism attraction is generally based on 3 sta
12、ndards,which are competition,uniqueness and recognition.Extract the unique attributes of tourism attraction.10Constructing tourism destination brand-by using the method of value chain analysis1.Identificating value contribution factor(or activity)2.Determining value contribution factor(or activity)s
13、ystem3.The connection and integration of value contribution factor(or activity)11With the brand value as the core,build the tourism destination brand value“chain”systemAccording to if the construction of tourism destination brand has value contribution factors:basic value elements&auxiliary elements
14、The basic value elements identification:1.Tourism attractions2.Tourism products3.Tourism destination4.Tourist facilities5.Tourist service personnel12With the brand value as the core,build the tourism destination brand value“chain”systemauxiliary elements identification:1.Destination government2.Ecol
15、ogical environment3.Residents of tourism destination4.Relevant laws and policies13Tourism destination brand designBrand is a collection of concepts,including brand name and logo.The basic strategy of brand naming:1.Target market strategy2.Consumer experience strategy3.Emotional image positioning4.Se
16、lecting strategy of independent random and descriptive5.Lacalization and globalization strategy146 principles of designing tourism destination1.Simply and eye-catching,easy to remember2.Skillful conception,suggesting the attributes3.Full of meanings,affective emotion4.Aviod duplication,having its ow
17、n style5.Name and product standard can be exchanged coordinately6.Respect the customs,in accordance with the law15Tourism destination brand logoCommunication value of brand logo:1.Brand logo can cause brand association.2.Brand logo can cause the consumers interest and make them have a favorable impr
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- 关 键 词:
- 旅游 目的地 品牌 管理 营销 英文
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