A Study On Tourism Industrial Cluster Brand Of Cultivation And Management

In recent years, with rapid development, Shanghai tourism industry Cluster has played a pivotal role in Shanghai's economic development. However there are also varies of problems which hinder the formation of tourism industry cluster. The brand-building of Shanghai's existing tourism industry cluster is not only lack of overall plan in, but also lack of proactive planning position, brand development and brand management. Shanghai tourism industry development and management will be specifically discussed in this paper, and this will provide important practical guide for upgrade of Shanghai's tourism industry.This paper is divided into five parts. Chapter one:introduction. It mainly introduces the significance of this research, research methodology, research content, and literature review. Chapter two:relevant theory background. This chapter reviews industrial cluster theory, tourism industry cluster theory, and theory of industrial brand clusters. The third chapter defines the concept of tourism industry cluster, builds the Shanghai Tourism Industry-level structure diagram and analyzes the reason, conditions, characteristics and advantages of tourism cluster formation. Then use contribute to verify the location quotient to determine the existence of Shanghai Tourism Industry precondition the existence of industrial clustering, and use CAD model to calculate concentration degree of Shanghai tourism industry cluster. The results showed that Shanghai Tourism Industry has formed and begun to take shape, but the brand of Shanghai Tourism Industry has not yet formed. Chapter four elects the Shanghai Tourism Industry cluster growth factors, and analyze the evolutionary path of Shanghai tourism industry cluster brand to find out the principal part of Shanghai Tourism Industry cultivation. Chapter five analyzes the existence of Shanghai Tourism Industry cluster brand and the brand outside the brand to avoid the need for sustainable development, so there is the need for management. Tourism industry cluster in Shanghai in order to implement a dynamic brand management must know the state of growth, the growth of the brand it is essential measure. Shanghai tourism industry cluster through the issue of brand management, exposure management of the main uncertainties and management are not standardized, and proposes a set of corresponding countermeasures. Chapter six:suggestions and prospects. This chapter is a summary, furthermore, puts forward follow-up study.