A Study On The Reposition Strategy Of Tourism Brand In Liukeng Scenic Spot In Le'an County Of Jiangxi Province

In the background of “The tourism industry decisive battle one trillion”,the tourism market competition in Jiangxi province is becoming more and more hot,and the consumption behavior of tourists is becoming more and more diversified.Many tourist attractions have begun to use branding technology to create new images of tourist attractions.This phenomenon has attracted the attention of the academic circles,and the brand positioning and promotion of scenic spots have become the focus of research.Liukeng scenic spot is one that has a potential of great development.At first,the culture tourism,which is an important form of Liukeng scenery,is very famous for winning the first prize of "the historic old village".In recent years,the natural landscape tourism has become a new member of Liukeng scenery.It is famous for the "Millennium camphor forest".With the tendency of tourism branding today,the tourism positioning of Liukeng scenic spot,being the most renowned tourism card of Le'an County,which is in Fuzhou city of Jiangxi province,has become utmost important.In the preparation of the cultural tourism overall planning of Liukeng 2014 Version,the initial positioning of Liukeng?s brand is noted.But there are still some obstacles needed to be overcome with the background of the domestic tourism being a united system.For example,the brand culture is still needed to be innovated.Now the position of brand is unclear and the image of brand is old.In this paper,Liukeng scenic spot is the research object and the analysis is for the tourism resources,development status,market and brand management of the current situation,which is in order to discuss the necessity of re-positioning tourism brands.Then taking a conclusion of effective strategy about liukeng scenic spots tourism brand re-positioning.To investigate the necessity of tourism brand re-positioning,the analysis for its brand influence factors is the prerequisite.With the collection and collation of documents and archives,Liukeng scenic spots? brand name,brand logo,brand slogan,which are three main influence factors,the connotation of the brand,and the brand positioning are analyzed.The analysis of the changes of market demand,market competition and function expansion,the clear brand re-positioning is imperative and urgent eventually.Furthermore,according to the actual situation,the author puts forward three strategies of establishing brand positioning CIS system,improving the form of tourism brand communication and strengthening the maintenance of tourism brand.