The Brand Strategy Research On DY International Aromatic Rural Tourism Theme Park

With the rapid development of society and economy, people’s pressure of work and life is increasing. They are desperately seeking the quiet life, so rural eco-leisure tourism emerges. De Yang Shot Screw Mountain International Aromatic Rural Tourism Theme Park is generated in this context. It is located in De Yang Shot Screw Mountain Forest Park which has beautiful environment and surrounded Cypress trees. It laid a solid foundation for the aromatic theme park. But the DY theme park is still in the developed stage, strategic positioning, brand building, business strategy is not clear, so the project is restricted. Therefore it is necessary to study the brand strategy and create more value for consumers, local government and local people.Based on early development of DY theme park, this paper first analyzes the strategy development of the brand in a comprehensive and systematic manner, develops the brand strategy positioning of the theme park, which is to build Chinese "Chanel" and Chinese "Provence". Then, this paper designs the brand strategy from the park planning, business strategy, image design, operations management, brand asset management and other aspects of the DY theme park. Finally, this paper provides advice on strategy implementation from business analysis, brand communication, customer experience, brand awareness and other aspects, and raises specific measures to improve brand awareness and reputation. These can effectively protect the overall development of brand building and promotion of DY theme park.