A Research On Changsha Juzizhou Island Scenic Area Brand Image Designing

Competition in tourism industry is becoming increasingly fierce. So the main issue facing all the tourism operators is how to gain an advantage in the market. There is no doubt that creating brand, building brand as well as improving brand are going to be the vital solution to handle this issue. That is to say, only by owning an advantage in brand could a scenic spot remain invincible. So on the basis of this point, this paper will make a deep analysis of it in the form of case research. Changsha Juzizhou Island has a special physiognomy and a long history. And it is the landmark scenery in Changsha, at the same time, it is also the major tourism attraction in Changsha. In 2012, Yuelu Mountain and Juzizhou Island were combined to be promoted to 5A scenic spot. Besides, the young Juzizhou Island is the outcome of the collision of history culture and modern ideology. Specifically, it represents the feature of the landscape of the intertexture of the old and new, and it also leads the future development of the city. So we can see that if we choose the Juzizhou Island brand image to research, there will be not only academic value in theory but also some useful advice for its development in practical aspects. In addition, it is also typical, which can provide potential inspiration for other similar scenic spots.Based on case study, this research focus on the understanding of Juzizhou Island scenic spots, classfying the inner landscape types, analysing scenic area management capability, summarizing cultural environment characteristics, discussing traffic environment, studying statistical analysis of scenic brand survey, in-depth analysis of the Juzizhou Island brand status and brand development problems. Thhrough the CI design, brand image implementation safeguard measures is proposed. According to the research, at present, Juzizhou Island brand is coexist with challenge and opportunity. Features in the natural landscape and cultural landscape digging depth is not enough, publicity in cultural landscape and background knowledge is not enough, which is far behind Yuelu Academy. Since the poor publicity, the attraction to visitors to is neither the historical attractions such as Tiantai, nor the natural garden scenery, but the fireworks, which does not belong to natural scenery also do not belong to historical and cultural landscape of Juzizhou Island, indicating that the characteristics of the brand promotion is too small. Internal and external traffic condions, shopping environment should be improved. Brand image appears deviation, lacking shape deviation and unified planning. Through brand research, the brand image of Juzizhou Island is clear. Through the collection and analysis of survey data, the target group of Juzizhou Island is the visitors of the provincial family units. The special topography of Juzizhou Island, the Statue of Mao Zedong in Youth, Fireworks make toursists feel the beautiful scenery and historical culture, forming the spectacular characteristics of Juzizhou Island. And through the brand image design, as well as the MI、BI、VI design, image design can be formed, and puts forward and the implementing guarantee scheme, so that the brand strategy can be carried out...