The Integrated Communication Strategy Research Of County Tourism From The Perspective Of Brand

Tourism industry as the new growth point of county economy development,has gradually been people attention.The significance of county tourism is: it can better drive the optimization of regional industry structure adjustment;Also can better meet people's growing material and cultural needs.At present although some county for the development of tourism has obtained some experience,but there are still many problems.Embodied in the brand positioning,brand awareness is not high,the product homogeneity phenomenon serious,tourism brand communication channel chaotic,poor communication effect and so on.These problems hindered the development of county tourism brand.Based on the integrated marketing theory,brand theory,VALS2 model and China-VALS.Choose development philosophy as the guiding ideology;Select Nanfeng tourism as research object.Analysis tourism integration of the spread of the related literature in China and abroad;Combined with Nanfeng tourism around the brand construct integration communication activity of the status quo,on the research topic selection,induction and summary for argument.These research and analysis indicate that Nanfeng tourism integration to exist in the transmission of the brand consciousness is weak,lack of innovative transmission channel chaotic,the propagation mode closed,lack of practical information.To solve this problems affecting the development of Nanfeng tourism brand,specific solutions are given.Main contents are: the process of county tourism is brand,including brand maintenance,brand integration and brand innovation;In brand integration planning period,the integration methods,shaping the brand image;In the process of brand communication sets up the entire media thinking,constructing a matrix transmission;In brand integration,import the creative thinking,innovative content.By making a practical integrated communication strategy,to enhance the communication effect of county tourism,promote the development of county tourism brand.For the government and relevant departments to formulate long-term development of the county tourism planning,brand development can be achieved,provide ideas and Suggestions.