Study On Management Problems Of Product Brand Of Forest Tourism

Along with the 21 century's coming, a brand era of global economy has been arrivingalready. In the meantime, China's forestry is facing with a change from traditional style tomorden one. The new forestry is adapting to the idea of sustainable economy and society. Itis a result of the utilizition of multi-function of forest resources. Forest tourism is one of theeffective styles to change the forestry resources to the benefits of ecological, society andeconomy, which it comforms to the coordinating demand of ecological environment andsociety economy. China's forest tourism rose from the end of 80s'of the 20 century. Thoughdeveloping rapidly, it has many problems in the field of brand management of the foresttourism products.The developing history of the forest tourism abroad has been more than one hundred years,which it has being in the situation of standard management. While china's development hasonly over twenty years, from which the first country park of Zhangjiajie Forest Park has beenestablished. The unbalance distribution of the forest resources in the nation-wide that has beendeveloped has causing an unbalance developing of tourism products. The main styles ofdevelopment are the forest park, nature reserve and sceneries, among them which the forestpark is the most popular one. Most of the forest parks have been established on the base of thestate-operated forestry centers. At present, the development of forest tourism products has beenformed many different styles and sorts, such as the classifications according to the traits of theforest resources, functions of products and demands of market. However, most of the tourismproducts are still in the situation of 'product whitout brand', as well as even those of 'productswith brand' are being with these problems such as unexact positioning, blurred image of brand,singular means of brand marketing, unfavorable protection of brand image, etc.. Therefore, themain problems of brand management of forest tourism products are the establishment,dissemination and the maintaining of the brand, which the first two ones are the mostprominant, so they have beocme the main topic of the research paper.The paper has established the framework of those theories of sustainable development,brand establishment, brand marketing through the analysis of the theroical bases of relativereaearches. It is very important for the forestry construction, the fully uitilition of forestresources, the participant of the market compitiotion to develop forest tourism. At the same,it has pointed out that the basic ways to establish and disseminate brand, which are the refiningof the culture connotation, promoting the nucleus values, exactly positioning against the targetmarket, as well as disseminating, molding brand and maintain brand image.The paper has taken an exaple of Zhangjiajie Forest Park in order to analyse the main problems of the brand position and dissemination with the start of the explain of brand traits, inwhich it has revealed the effective ways of molding the brand personalities. On the one hand,on the basis of the analysis of the developing environment of superiorities, inferiorities,opportunities and challenges, it has indicated that the main superiorities are the nature andculture resources, the main inferiorities are the infrastructure and the qualities of tourismservices. They are the main influence factors of the travler's satisfaction index and thepersonalities of brand image. It is the important premise of brand marketing and disseminatingto fully master the traits of the tourism market, and exactly fix the position of brand inaccordance with the nucleus value.On the other hand, the paper has indicated that it is suggest take relevant measures ofbrand marketing and disseminatng according to the traits of life circle of the destination offorest tourism. It is the basic ensurrance to enhance the traveler's satisfaction index andloyalty index, to make use of the public praise, to perfect the facilities and qualities of tourismservice, establish the system of tourism complains, and to deal with the opinions and complains,etc.. In addition, it has brought up the models of the recogonition of brand image, mechanismof brand communication and brand marketing, with the analysis of recogonition, planning anddisseminatng. It has also revealed that the remarkable economy effect of brand disseminationto the areas of the destination of forest tourism. It has promoted the development of tourismindustry in the area of forest tourism are as well as the development of the economy of thatarea, with the sustainable carrying out of the activities of brand marketing and disseminating.In a word, it needs to unceasingly make the base of further structural reformimg of theeconomy system, building up and healthying the relevant laws and rules, renewing theconsume ideas of tourism, and erecting the notions of brand management in order to reinforceservice control, to build up the brand image in step, to enhance the nucleus value and theabilities of competition, to strengthen the propagation of brand image, ect.. Therefore, a vividand characteristic brand image of tourism will be made. With the continuously opening up ofthe tourism market, the long-term goal of management and industrial strategy will beaccomplished as well.