Research On Brand Management Strategy Of Chengdu Tourism Culture And Creative Products With "Panda Culture" As Its Core

Nowadays,with the globalization of the world economy,tourism industry is closely related to cultural and creative industries.The cross and integration of the two have created tourism culture and creative industries.Each country or region has its own unique tourism culture,which has become the main factor to attract tourists.Therefore,the development of tourism cultural creative industry is an inevitable trend and important content for a country to develop modern tourism,and the creativity,design and development of related tourism commodities are also very important.The combination of tourism culture and tourism commodity creativity,cultural creativity and tourism commodity gave birth to tourism creative commodity.Creating tourism commodities through cultural creativity can better shape the brand of tourism commodities,promote the development of tourism commodity market and improve the level of tourism shopping consumption.Chengdu's "Panda Culture" tourism creative commodity market and even the whole Chengdu tourism commodity market are still in its infancy.This paper investigates and analyses the current situation of Chengdu's "Panda Culture" tourism creative commodity market and brand development through data collection and questionnaire survey,and analyses the serious homogeneity and the substitution of graphic symbols for text.There are many problems such as uneven connotation,uneven quality,lack of brand awareness,backward promotion means and so on,which are the main reasons for the relatively backward development of Chengdu's tourism literary and creative commodity market.In theory,using G-PEST model,5-Forces model,and SWOT model,this paper makes a thorough analysis of the external environment and competitive environment of the "Panda Culture" tourism creative commodity market and brand in Chengdu,Chengdu,as well as the advantages,disadvantages,opportunities and threats of brand development.In view of the brand development strategy of "Panda Culture" tourism creative commodity in Chengdu,this paper puts forward the brand development strategy.Development goals,positioning,core values,image strategies,communication strategies,cross-border strategies and other multi-dimensional,systematic brand building programs.In terms of brand image strategy,according to the typical image characteristics of giant pandas,the advantages and feasibility of IP strategy for creating tourism and cultural commodity brand of Chengdu "Panda Culture" are described in detail.Finally,combining theory with practice,the strategic plan of this paper is demonstrated through a practical case study.