Research On Brand Extension's Mechanism And Application Of Tourist Attractions

This research belongs to the conflict of theory and practical study by the use of brand extension strategies to address the conflict between the issues of tourism earnings growth and limited resources. This paper uses brand economics and analysis tools for economic analysis of the brand extension, or brand extension is introduced to the elements of the framework of Brand Economic Analysis, an extension of the conditions to resolve the issue.Existing theories don't solve the problem of scenics'growing profits. This paper first proposed the use of brand extension to solve this problem. At the same time, the paper first set up model of brand extension based on emotional preference by using paradigm of economic analysis and analysed the conditions of brand extension and influencing factors from the consumer preferences and market access problems.John·Toffler referred in his book named Fourth wave that: revolution in the service industry is the third wave of human society, Information Revolution is the fourth, entertainment and tourism are the fifth. In 30 years of reform and opening up, China's tourism industry has been sustained, rapid and healthy development, Tourism has become a focal point for China's economic and social development of key industries and new economic growth points.Earnings stability and a lasting increase of tourist attractions are the need of access to operating income for tourism enterprises, access to all levels of government revenue to protect the region's economic development, and the normal functioning of the whole area of sustainable tourism development. Earnings' growing of tourist attractions is restricted by the resources of space and time. It is a major practical problem and urgent policy challenge how to overcome the conflict between the scenic profit growth and limited resources.How to break the Constraint condition of Limited resources? This article will be palced on the scenic spot outside the end-result on product innovation development in different of viewpoint of previous studies. In other words, there is no destruction of resources, and then solve the profit growth and limited resources to resolve their conflicts.How to make the consumers buy products outside tourist attractions? Brand is the goal of the reasons customers buy without hesitation. Brand extension strategy is the effective means to solve the problem.Products by the tourist attractions within the scenic area extends to outside. From the consumer's emotional behavior analysis, this paper puts emotional category for the brand extension is to address the growth of tourism earnings and effective measures. Tourism brand extension will have to use the brand in markets outside the area of other products or services, breakthrough in the area of the original space and time constraints, fight for greater market potential users and groups under the conditions of the area within the existing level of prices and the number of tourists have remained unchanged, diversified channels to promote profit, solve the problem of profit growth of area effectively.Focal point of this paper is brand extension to solve growing profitable of tourist attractions that is using brand economics, analysing brand extension conditions, setting up brand extension model, and being applied to practice. Paper is divided into three major parts: to define the concept of basic theory and analysis, the economic model of brand extension and application of the model of reality.First, this paper analyzes consumer sentiment and tourist behavior on the basis to define the related concepts and the basic assumptions of the rational economic man, the same as the initial endowment and preferences of emotional interests in material interests under the same conditions. The study found that, human emotion is an important choice factor. Emotion with a level of flexibility and time is reality. It needs a material and emotional stimulation. Emotion can be extended indefinitely. As one of a basic human emotion, happiness is the psychological satisfaction of the subjective form of expression. Happiness is the individual from the material and spiritual interests of the interests of the consumer and among them, the satisfaction of the state and greater than zero.Successful brands meet consumers' point of "Happiness". The development of modern society led to greater preference for emotional Happiness, tourism more strongly motivated. Tourism consumers act to make a choice at the dual role of tourism thrust and tourist attractions rally.Tourist attractions' products and categories meeting the interests of consumer sentiment to its tourism between the motivations close to the degree is an important factor on consumer decision-making tourism.Second, after clarifying the decision-making in tourism and consumer behavior of the mechanism of emotion, emotional impact on consumers has become a key factor in selection because homogenization in the product market were serious.This article will introduce emotional factors Cobb - Douglas utility function and analyse from two point of views of the qualitative model and mathematical model. Qualitative model shows that material brand can not be an extension. Mathematical model is divided into the mechanism of emotional index models and economic model. Emotional index model reveals the mechanism of emotional category index and emotional capacity and the relationship between a function of time; Economic model. The economic model referred that sentiment index is a brand extension of the key to the success of the conditions from the perspective of both consumers and manufacturers of brand extension of the mechanism based on emotion preferred brand extension of the economic model on the basis of the sort of brand extension of the success or failure of a large number of cases. Then the paper will introduce a competition mechanism to build the dynamic model of brand extension and analyse brand Extension and emotional factors affect existing manufacturers and new entrants into the competition between manufacturers and profitability.Following the model of brand extension of the static analysis and dynamic analysis sentiment index on the role of brand extension of the basic conclusions:One is that the index of sentiment enough in the same conditions affects consumer preferences, companies depend on the success of the brand extension of the brand manufacturers and other products of the same brand of emotional relationship between the index;Two is that under the same conditions in terms of price, brand from the role of the mother brand in the consumer sentiment index and the consumer market a new category of emotional acceptance.After that, this paper makes a questionnaire survey based on brand extension of the qualitative analysis and mathematical model. It validates the importance of the feelings of consumers in the choice and the basis of emotion of brand extension. And it also analyses the extension of the brand of "soft" and "hard" cases, the path and strategy.Finally, the paper explains the extension of the brand-model used to solve practical problems. In this paper, the model to solve problems includes two major parts. They are tourism and the Olympic brand extension strategy for the economic models to address these realities because of limited space and time-sensitive and lead to profitability hampered by the problem. First this paper gives tourist attractions a re-classification, and select Baotu Spring which is quite representative in China's tourist attractions as an example. On the basis of the analysis of tourism development on the status about Baotu Spring, this paper uses brand extension strategies to look for brand extension of the software from the view c of consumer psychology, culture, individuality and creativity, to look for hardware from the view of category positioning, image design, marketing feelings, and gives specific strategies for brand extension of the path and the organizations for Baotu Spring. This paper analyses the characteristics of after the issue of the Olympic Games and the importance of brand extension in the Olympic economy in the post-Olympic issue, and gives specific strategies and recommendations after the Olympic Games in Beijing.