| The 21st century is the era of brand economy. Market competition is not only the price competition, quality competition or service competition, but also the brand competition. How to succeed in tourism brand competition? Especially for numerous Non-optimal Tourism Region, how to use branding strategy, to overcome their shortcoming, to speed up the tourism development, to eliminate adverse effect, to get out of dilemma, to realize the transformation? It is the content of this study.Taking the Non-optimal Tourism Region theory, branding theory and strategic management theory as guidance, this article analyzes the branding strategy of Non-optimal Tourism Region in theoretical and empirical ways as well.First, through the study of the literature of Non-optimal Tourism Region and destination branding, combined with the practice expierence of tourism branding, the article constructed the conceptual systems and theoretical framework of the strategy on the Non-optimal Tourism Region branding, and puts forward that the Non-optimal Tourism Region branding strategy has four modules:tourism regional branding, tourism industry and company branding, tourism attraction branding, tourism products and service branding, and through five links:the strategic positioning, strategic planning, strategy implementation, strategy evaluation and strategies optimizing.On the basis of the four modules and the five links, the Non-optimal Tourism Region branding strategy model could be built.Secondly, for empirical research on Non-optimal Tourism Region branding strategy, the range of the Non-optimal Tourism Region in Shanghai has been defined from all 18 districts in Shanghai by various evaluation on tourism industry, market, attractions, location and environment.And the analysis of Shanghai tourism branding overall situation, the meaning as well as the situation, the existing problems, and the corresponding countermeasures and suggestions of the Non-optimal Tourism Region branding have all been discussed. |
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