Research On The Application Of Red Tourism Brand IP In Gannan

In recent years,with the substantial increase of per capita disposable income,China has stepped into the era of mass tourism,and tourism and leisure activities have become the normal life of the people.According to the national bureau of statistics data,the tourism market in 2018,red tourism is booming with strong support from the state,Gannan has become one of the domestic red tourism brands for its rich red tourism resources.In order to make Gannan Red Tourism Brand a dark horse in the domestic red tourism market,play to the social,economic and cultural value to the limit.Must be accurate brand positioning,apart from other red tourism brands in differentiated competition.Since 2015,many industries,led by the entertainment industry,have set their sights on the ‘IP+’ field.Each brand in the tourism market also begins to try to use the power of IP to meet the needs of brand personalization and diversification.Throughout the domestic and foreign tourism brand,in addition to global best Disneyland,the IP attempt of the Palace Museum also set a benchmark for domestic tourism brands.However,looking at the domestic red tourism market,no scholars have studied the possibility of building red tourism brand IP,nor the actual results of red tourism brand IP.Therefore,this paper takes Gannan red tourism brand as the background,analyzes the development status of Gannan red tourism brand by literature research and field investigation.After that,the content analysis method is used to understand the implementation steps and operation mode of Disney and the Palace Museum in the process of brand IP.Finally explore the implementation path and target positioning of Gannan red tourism brand IP.By referring to the experience of Disney and the Palace Museum,this paper lists the problems that need to be avoided in the IP transformation of Gannan red tourism brands and puts forward the applicable marketing strategies.As for the future development trend of the scenic area,the introduction of the IP will help promote Gannan red tourism brand new stage.