Research On The Branding Path Of Xujiaya Aviation Sports Town In Shandong Province

With the release of the National Aviation Sports Industry Development Plan,the aviation sports industry has ushered in a rare development opportunity.In the list of the first batch of sports featured towns announced by the State Sports General Administration,the Xujiaya Aviation Sports Town in Feixian County,Shandong Province is the only sports town named after the “aviation movement”.In order to highlight the aviation sports characteristics of the Xujiaya aviation sports town,enhance the market competitiveness and influence of the town,grasp the opportunity of the development of the sports industry to occupy the favorable position of the market,and identify the development direction of the future town.The branding will become Xujiaya Airlines.The path of the sports town must pass.At present,the Xujiaya aviation sports town is in the initial stage of development,the brand value is weak,and the market influence and competitiveness are low.However,the related branding theory and practice research and brand development are still in their infancy.Therefore,the theoretical research and practical research on the branding of Xujiaya Aviation Sports Town has become the primary issue at present.This paper takes the brand path of Xujiaya Aviation Sports Town as the research object,and uses the literature data method to review,sort,collect and analyze the related ideas of brand building.Through the field research and questionnaire research methods,the status quo and market development of Xujiaya air sports town brand construction were investigated in detail,and questionnaires were designed for tourists during the inspection process.Questionnaires were issued by means of occasional sampling to conduct tourists.Basic situation survey and tourists’ satisfaction evaluation of the town,using SPSS2.0 software to analyze the collected data,to find out the shortcomings of the current Xujiaya aviation sports town branding.Interviews with town managers and 20 visitors were interviewed on relevant issues to understand the development of the town.The aim is to enhance the influence of the Xujiaya aviation sports town in Shandong Province and promote the healthy development of the town,providing practical examples for other aviation sports towns in Shandong Province.At the same time,it also promotes the diversification of the local economy,enhances the economic income level of local residents,and helps the government implement and implement the poverty alleviation policy.The study draws the following conclusions:(1)The aviation sports town is a unique aviation sports culture connotation built to help the new urbanization and healthy China construction,promote poverty alleviation and work,and is characterized by aviation sports.It combines local resources,environment and cultural characteristics to integrate tourism.Culture,leisure,education and other multi-functional space areas,aviation sports industry platform.(2)The branding of Xujiaya Aviation Sports Town in Shandong Province is characterized by aviation sports and abundant natural resources.It mainly focuses on aviation sports education and aviation flight experience,and develops other functions to promote aviation sports.The development of the industry has become an important platform for promoting local poverty alleviation work as the ultimate development goal.(3)The branding of Xujiaya Aviation Sports Town should start from five aspects: brand positioning,brand carrier,brand communication,brand experience of tourists and brand maintenance.(4)The branding research of Xujiaya Aviation Sports Town is still in its infancy,and there are problems such as incomplete brand positioning,imperfect brand carrier,unsatisfactory brand communication effect,various aspects of brand experience to be improved,and brand maintenance system is not perfect.(5)The branding of Xujiaya Aviation Sports Town should follow the principles of sustainable development,people-oriented principles,market-led principles and brand characteristics.(6)The brand building of Xujiaya Aviation Sports Town aims to build a regional aviation industry demonstration base and promote the platform for poverty alleviation;the independent brand logo,novel propaganda slogan,image symbol,etc.Use the mass media,brand cooperation promotion,town festival activities and other methods to spread the brand of the town;aviation flight experience,convenient town internal traffic,elegant natural environment,flight play security protection,special merchandise shopping Ways to shape brand experience content;brand maintenance through enhanced supervision,trademark registration,brand crisis management system and brand extension.(7)The Xujiaya Aviation Sports Town can protect the brand of the town through a series of safeguards such as policy guarantee,resource guarantee,information security,talent guarantee and institutional cooperation guarantee.