Study On Tourism Commodities’ Brand Building And Marketing Strategy

Since the reform and opening up, tourism industry as a new comprehensive industry has been rapidly developing. However, as one of six essential elements which including“eating, living, travelling, touring, shopping, entertaining ”, the level of development and structure of tourism shopping is not well balanced. Compared with the developed countries in the world, tourism shopping is a weak link in the development of China’s tourism industry, and it is an urgent problem to be solved in the development of tourism. Tourist commodity is the material object of tourism shopping, tourism commodity’s development is helpful to improve the economic benefits of tourism and its strong correlation to help a region and even a country to create more economic income, has become a new economic growth point. At the same time, it can enhance the image and influence of tourism destination, and further promote the steady development of tourism economy in the region. Therefore,tourism commodity plays an important role in the tourism industry, and the research of tourist commodities is becoming a new focus of the academic circles, the government and the enterprises. At present, the relevant tourism scholars have recognized the important role of tourism commodity, the study of tourism commodity is also increasing, but the research on the brand building of tourism commodity is less.This paper firstly introduces the background and significance of the research,basing on the current research situation of domestic and foreign tourism commodity and brands, then the paper expounds the concept of tourist commodity, while the brand awareness, brand building, brand marketing and other theories were sorted out, and the brand development of tourism commodity has great significance. Secondly, to analyze the development status of tourism commodity’s brand.Then,taking "Xinjiang present" as an example, analyze the present situation of the brand development, the competitive environment and the advantages and disadvantages of brand building.Combined with the questionnaire survey to understand the factors thataffect the tourists’ purchase of tourism commodities and the brand recognition of "Xinjiang present".Using logistic regression analysis by SPSS22.0, and find that the difference of visitors’ personal characteristics, cognitive preference and shopping purpose can bring different understanding ways,purchasing channels and consumption proportions. Finally, from brand positioning, brand design, brand communication and brand maintenance to shape the four aspects of "Xinjiang present".Put forward specific marketing strategy from the following three aspects:First, the integration of communication channels, including media advertising, network communication,travel books, word of mouth;Second,the marketing environment, which is divided into offline marketing and online marketing;Third,the public relations marketing, to play the role of cultural works, the use of the influence of the spokesperson, event marketing and so on.Based on the theoretical and practical development, the author takes “Xinjiang present” as an example to study the brand building of tourism commodity and put forward the marketing strategy, hoping to provide reference for the relevant departments, enterprises, and have referential significance for the brand development of tourism commodity in other regions.