A Study Of Brand Construction And Developing Strategies Of ZhaLong Nature Reserve

A brand means the integration of culture, spirit, material and behavior. The connotation of brand has penetrated into every field of society and it doesn't only refer to a concept but a philosophy of management and a management system of efficiency. With our national government attaching great importance to environmental protection, the construction of ecologically civilized society has been placed on the agenda. The nature reserve plays a key role in the construction of ecological civilization and the development of nature reserve is one mark representing the level of modernization. However, the construction and management of our current nature reserve remains many problems which need to be solved. Under this background, it has practical and theoretical significance to apply the management concept, idea and operating methods into the management of the nature reserve.At the beginning of this thesis, the basic theories of the science of brand are introduced. Through analyzing the relationship between the construction of brand and the management of nature reserve, the connotation, function and rules, and principles and procedures of the construction of brand of nature reserve have been concluded. This thesis takes Zhalong national nature reserve as the subject of empirical study to discuss the question of how to construct and develop the brand of Zhalong nature reserve with the methods of integrating theory with empirical results; qualitative analysis with quantitative analysis based on statistics and system analysis; SWOT analysis; the comprehensive assessment of fuzzy mathematics; geographic information and computer-aided analysis; and questionnaire and interview. The elements of resources, the advantage and disadvantage, the opportunity and challenge of construction of Zhalong national nature reserve, the orientation of the brand, the comprehensive assessment of fuzzy mathematics of strategy of brand orientation, the diffusion of brand and the design of information of brand management is analyzed in the interior and exterior context respectively. The brand construction of Zhalong national nature reserve is a generic terms for every effort scientifically and systematically shaping and maintaining the brand of Zhalong nature reserve. It is actually a whole marketing strategy centered on organizing the brand, different from other marketing strategies such as one focusing on profit or market share. It takes the management of brand as the most important task and the jumping-off point.There are four viewpoints in this thesis. 1. Combined the basic theories of the science of brand with the theories of the management of nature reserve, the correlative definitions of the brand construction of nature reserve are defined and discussed. 2. The principles and procedures of the brand construction for a general nature reserve is set up and the brand construction of Zhalong national nature reserve is designed and programmed creatively from the empirical study of Zhalong national nature reserve by using the theory of CIS. 3. The brand of Zhalong national nature reserve is oriented by using the theories of the brand model of triangle orientation and the brand orientation strategy of comprehensive assessment of fuzzy mathematics. 4. In the brand management of Zhalong national nature reserve, the brand management information system of Zhalong national nature reserve is designed, according to the factors that influences the brand, so as to offer a platform for practical operation by making use of the theory of geographical information system and computer-aided technology.This study will give the guidance to the brand construction of Zhalong national nature reserve and meanwhile be valuable as reference for the brand construction of other nature reserves.