Yunnan Tourism Brand Of Cultural Marketing Research

Since the physical civilization has developed to a relative high level, people pay more attention to the satisfaction of individuality and mentality. In tourism industry, the competition of products lies in their "specialized, individualized and excelsior" cultural brand strategy. According to the new trend in world tourism industry, the cultural meaning of tourism product has become more and more important. For this background, tourism cultural marketing formed as a brand new mode for tourism marketing. On the principle of the Cultural Marketing, the paper attempts to relate the performing industry with the tourism industry, and creates some innovative marketing way to produce more value for tourism product.This study focus on cultural tourism brand marketing. First of all, argument the importance and necessity of tourism cultural marketing from a view of the unity of historical and logical. Through further study of the development of tourist, demand of tourists and the tourism performing products, as well as the internal logic of the three, analysis the survey of tourists, analysis the impact of the performing arts on tourism industry in Yunnan Province from a wider view to guide the specific operation of the cultural marketing. Finally, to make recommendations of tourism brand cultural performing marketing combined with evidence case.This research ground-breaking put forward the idea of "Cultural marketing of tourism brand", that is, on the basis of perfect tourism cultural experience, pursuing the maximum value of the tourism product and the top satisfactory of tourists at the same time. The ultimate goal is to create the harmonious, perfect and unique culture performing arts programs for local tourism brand.The main framework of the paper consists six chapters:First chapter is introduction. Introduce the background of the topics, domestic and international research, the purpose and significance of the research, the main content and basic methods.The second chapter introduces the concept and identity of brand, introduce the related theories of culture marketing, such as the 4P marketing theory,4C marketing theory and 4R marketing theory, and so on, and then elaborated the basic content on tourism brand cultural marketing.The third chapter introduce the status of the tourism industry and the performing arts of tourism in Yunnan province and then analyze the impact of performing arts of tourism on the tourism industry.Chapterâ…£, research on tourism brand cultural marketing in Yunnan, first of all, make a brief review for the development of "Yunnan Image", and then, analysis and evaluate the pulling effect of" Yunnan Image "to the tourism industry from a macro view. Finally, research the survey of tourists, analysis of the tourism performing arts industry's appeal to tourists.Chapterâ…¤, proposed strategies and recommendations of tourism brand cultural marketing in Yunnan province.Chapterâ…¥, the conclusions and outlook.