Study On Branding Operation Of X Culture Tourism Company

Theme park as a new tourist destination,the domestic has been introduced from abroad were nearly 30 years,from a new bud,landing boom has experienced rapid development,now has entered the mature period of ebb tide,with the rapid development of social economy,the general improvement of living standards and consumption idea change,tourism consumption has occupies a large part of residents' consumption,tourism consumption demand increase at the same time,the people's service demands more and more is also high,and the increasingly fierce competition in the tourism industry,product homogeneity makes many traditional theme park only through a price war for shrinking market,and successful large-scale theme park has passed build enterprise brand,cultivating enterprise culture,improving the quality of service differentiation strategy to promote their own core competitiveness,attracted numerous brand loyalists,occupying a large amount of market share and obtain the good enterprise benefit.It has been proved that the brand is one of the best weapons of the enterprise,and the brand management is the trend of the development of modern theme park enterprises.It is the most advantageous way to deal with the current internal and external form of the "X culture" tourism corporation,which is to deal with its current internal and external form,and first of all,it has to deal with the challenges of the market in the theme parks,the product homogenization and the demand of the clients,and the second is that the problems of internal management,the lack of cohesion,the lack of service,and the waste ofresources need to be solved.And brand management namely operators to unification of standards,to the enterprise's internal and external,the reshaping of the material and spirit,the enterprise from the scattered in the form of integration of cohesion,at the same time by the commodity name,trademark,meaning,ideas,such as difference with its peers,determine the independent style of enterprise,internal and external combination,improve the recognition of consumers and purchase rate,viscosity increasing consumption,improve enterprise efficiencyIn this paper,based on relevant theories of brand management,first of all,the internal and external environment of theme park tour company X with PEST method were analyzed,and concluded that X brigade company facing opportunities and challenges,determine the evolvability of the industry,through the internal operating conditions of article X dragon especially brand in the business operations of the research analysis,draw X article dragon to ignore brand in business activities,and a series of problems.Based on deep analysis of these problems,and then based on the relevant theory of brand,the brand of concise shape,brand promotion,brand management development to brand maintenance and evaluation of several aspects made the detailed brand operation programs,and that is of great concern to put forward the thought of brand development and continuity of development,requiring companies to vision in the brand operation,from the strategic target of enterprise,to make a long-term consideration,every step of the work in the brand positioning stage is not only to consider the current customers and markets,but also consider the future brand expand and elastic,in addition,also want to pay more attention to the social responsibility of the enterprise brand management,integrated a variety of elements to make the development of the theme park road,article X dragon distribution network number,geographical distribution,the characteristics of consumer groups are widely,the theme park location and mass consumption,high quality service of parent-child family theme park,and add elements ofscience education.On the design of the concrete scheme,this paper made the brand pattern choice,brand positioning,brand recognition system design,brand communication,brand development,brand maintenance and evaluation etc.Put forward concrete feasible scheme,and attaches great importance to the enterprise internal management ability and service level of ascension,in the end,this article through the administrative organization system,human resources,technology and enterprise culture safeguard measures are put forward,in order to solve the problems faced in the brand operation programs,security scheme of landing.Based on a series of studies of brand management,brand building is introduced into the enterprise management activity,and put forward the brand management of the new argument,although there are in a small scale enterprises,the scope of the problem of inadequate depth and breadth,but also provides a new theoretical perspectives for the theme park business activities and field guide,hope for other theme park brand construction and operation has a certain reference value.