Zhongshan City Tourism Brand To Create And Maintain

Recently, China’s urban tourism brand is constantly emerging, not only have thecultural tourism brand with the foundation of city historical, also have the leisure andsightseeing tourism brand relying on the highlight of natural resources, China’s urbantourism has come to a fierce brand competitive stage. How to build a competitive urbantourism brand in Zhongshan according to their own special resources combined with thetourists’ requirement change, and how to carry on the brand maintenance andmanagement on later stage, to keep the city tourism brand visibility and loyalty, is apractical problem worth studying and solving at present.In this paper, the foundation and maintenance of the city tourism brand inZhongshan is mainly studied through four aspects: Firstly, analysis the presentdevelopment situation of urban tourism brand at home and abroad, this paper drawsome revelations for urban tourism brand construction in Zhongshan; secondly, at thebasis of present urban tourism brand situation analysis and SWOT analysis inZhongshan, through the specific analysis of the strengths, the weaknesses, theopportunities and the threats when building the city tourism brand in Zhongshan, thepaper identifies and establishes the urban tourism brand positioning and the intrinsicvalue of the brand in Zhongshan; thirdly, through importing the urban tourism brandCIS in Zhongshan, it can make the brand known and improve its influence from concept,visual and behavior these three aspects; at last, this paper puts forward some specificsuggestions for the maintenance and management of the urban tourism brand inZhongshan, including some niche targeting suggestions about the whole brandmarketing, the later-period brand management, the brand promotion and such variousaspects.The main outcomes of this paper are as follows:1、Through SWOT analysis tools,this paper has an analysis on the strengths that the comprehensive tourism resourcesZhongshan has owned, the weaknesses of the brand development, the opportunities thatcan develop the brand and the threats that the brand facing, also through the classification and analysis of the tourism data from statistical yearbook, this paperprovides a solid basis for the brand positioning, which from the international aspect itshould be the “Global Chinese People’s Spiritual Home”, from the domestic aspect, itshould be the “hometown of great men, livable Zhongshan”.2、Through the research ofthe tourism brand CIS, this paper provides some specific import methods for improvingthe tourism brand image in Zhongshan.3、This paper has a systemic study on themaintenance and management of the brand after the Zhongshan tourism brand has beenbuilt, and provides some practical suggestions.