The Brand Building Research Of Li Cheng Group's Polar Ocean World Program

As the market cost transparency, technology sharing, service similarity, the same way of marketing, the brand is gradually becoming the commanding height of the market. Tourism industry, an increasingly competitive industry, brand building has become more and more important. How to build a Tourism Services brand has turned into the primary problem need to solve by the company.As a Leading enterprise of Polar Ocean World tourism industry, LiCheng Group urgently needs to build its tourism brand. Via the clear position of tourism brand, the tourists can feel the tourism projects, so that form a stable consumer group.The Paper is based on the theories of marketing, combined with the actual situation of LiCheng Group of brand-building, using analysis methods of integrating theory with practice, started from the problem of LiCheng Group Polar Sea World brand-building project, analyzing the status of the tourism industry, affecting factors and several aspects of future trends, researched the brand position and building of LiCheng Group Polar Sea World brand-building project Systematically, determined brand position of LiCheng Group Polar Sea World brand-building project, bring brand culture, brand extension, brand communication and brand management strategies suitable for the corporate brand development, so as to enhance market competitiveness.This study will help LiCheng Group understand the advantages and disadvantages in all aspects, can be based on market demand and its own conditions, to study and design brand planning and implementation which appropriate to their characteristics of Polar Sea World project.