Marketing Strategy Zhangjiajie Tourism Brand Internationally Renowned Creation

With the globalization of economic, the development of the global information,the world of transportation and communication more convenient, so that the world isbecoming a "global village". The tertiary industry as part of the national economy,though started late, but has gradually become one of the most important industries.Tourism as the tertiary industry, with environmental protection, green, benefit, hasbecome one of the most important national development plan, is currently the world’sfastest growing industry, known as the "sunrise industry forever". Zhang jia jie is westof Hunan, a prefecture-level city and scenic area, has the rich local customs andpractices and beautiful natural scenery, tourism industry as the pillar industry, hasattracted a lot of attention, based on the pursuit of greater and more long-termdevelopment. Create a famous tourism brand was first introduced in Zhang jiajiescenic area in1995, the development in recent years has been the industry recognition,has won the world characteristic charm city200, China’s most influential city,overseas Chinese prime tourist destination, the first national5A grade tourism area,national civilized scenic area, Hunan "Cultural Province" a number of advanced cityreputation,"Zhang jiajie landform" has also been recognized by the internationalacademic community. After the declaration of the world natural heritage Zhang jiajiescenic area, through a series of event marketing, make its international reputation wasgreatly improved, tourist source countries also increased from25to48. But at thesame time, the Zhang jiajie tourism brand is still natural heritage protection is weak,the service is not humane, clothing, food, housing, is still not perfect, promotion andother issues to be language and service personnel quality, will become the restrictionfactors of the brand development, and even damage factor. This paper focus on thefuture, committed to the creation of Zhang jiajie international tourism brand, from thefive aspects of innovative products, prices, channels, public relations and businessmodel put forward specific measures to create the international famous brand,proposed by the study to achieve value-added and long brand far development.