Yangzhou Shugang - Slender West Lake Scenic Area Brand Building Research

With the rapid development of China's tourism industry, national and local governments invested a great deal of manpower and material resources of the scenic area development and construction of tourism in promoting economic development, the seat of scenic areas will generate substantial social and economic benefits at the same time also meet people get close to nature, appreciation of nature and enjoy the beautiful natural desire. Increasing competition in the tourism market and gradually entered the era of brand competition. However, the current development of scenic spots there are many problems, Waste of resources such as scenic spots and can not make full use of geographical and cultural scenic spots and integrated intensity of mining is not forceful enough, scenic areas to build the foundation of the brand is not strong and so on, in order to effectively address such problems, and better brand building for the late scenic, writer Yangzhou Shugang - Slender West Lake Scenic Area Scenic Area, for example, in the scenic area development of the initial phase of the introduction of brand strategy, and standardized scenic spots in all the process of brand building.In this paper, from the scenic brand positioning, image design, brand communication, brand value evaluation of the four dimensions of Shugang - Slender West Lake Scenic Area to build the brand. For the Shugang - Slender West Lake Scenic Area of the brand-building situation, analyze problems, find out the exact brand positioning, and its brand image design to propose new ideas, and thus the dissemination and promotion of the brand, the last on the start-up judge the value of brands, and continuously improve the brand image for Shugang - Slender West Lake Scenic Area of the brand to provide a system of reference.This paper consists of seven parts: the first chapter traces the development of scenic areas and research status of the existing research results of the sort, for scenic spots related to the brand concept is built on a clear interpretation, and to propose topics of the purpose of this article and research significance. The second chapter of the scenic spots is to build the brand relevant basic theory and research methods of this article for Shugang - Slender West Lake Scenic Area and provide a theoretical basis for brand building. He inspected tourist satisfaction theory and the theory of brand strategy, theory, and CIS. The third chapter focuses on analysis of Shugang - Slender West Lake Scenic Area of geographic location and geographical scope.In recent years, its planning and construction of six major made a detailed exposition, and the Shugang - Slender West Lake Scenic Area of the research results of the sort. The fourth chapter is Shugang - Slender West Lake Scenic Area of the overall evaluation of tourism resources to explore the current Shugang - Slender West Lake Scenic Area of the institutional status quo, and an analysis of its customer base to market conditions. Chapter V analysis and summary of Shugang - Slender West Lake Scenic Area to build the brand of investigation and interviews, discussion of the Shugang - Slender West Lake Scenic Area to build the brand problems,And Analysis of factors affecting brand building, in order to provide a strong basis for building a strategy. Chapter VI of brand positioning, image design, brand communication, assess the four dimensions of brand value to build a Shugang - Slender West Lake Scenic Area of the brand building strategy for the path. Chapter VII discusses the Shugang - Slender West Lake Scenic Area of the brand building strategic thinking, the development of their brand direction and objectives.