Research On Tourism Brand Marketing Stragegy Of M Ancient City

In recent years,with the improvement of the domestic economic level,people's income has been continuously improved,and also the requirements for the quality of life have been constantly enhanced with the improvement of life.People are increasingly pursuing a high-quality life.Tourism is an important way to meet this demand.In the corresponding development stage,tourism has gradually become the core development industry of the government.And the government has formulated and promulgated a series of measures,regulations and laws for its development.On September 18,2018,Rizhao municipal party committee and the city government held a promotion meeting on accelerating the implementation of tourism rich city strategy to meet the high-speed railway era,then will launch a new round of "tourism rich city" strategy.The government has made M county the focus of "tourism rich city" strategy.The county is the cultural origins of Rizhao and Southeastern Shandong.M county has greater advantages to combine culture and tourism.As a key project and leading project in the whole city,M ancient city has brought a golden opportunity for the long-term development of M county.By using the method of literature research,field research,comparative analysis,qualitative analysis,this paper analyzes the advantages and disadvantages of M ancient city in the development of tourism,the opportunities and challenges in brand marketing,marketing environment and other aspects of marketing operations.This paper has carried on the rectification and consummation to the M ancient city tourism brand present marketing strategy,Based on the evaluation of brand awareness,reputation and loyalty,the corresponding strategies are formulated from the perspective of brand marketing,which mainly include brand recognition,brand image building,brand positioning and brand promotion.Meanwhile,strategic plans are proposed from the perspective of price and channel selection from the perspective of marketing,from the four aspects of organization,cost,human resources and information service proposed security measures to ensure the feasibility of the marketing plan.Finally,the overall planning for the brand marketing activities of M ancient city is completed,with the purpose ofcreating a competitive tourism brand and gaining a place in the fierce tourism market.Through the analysis,it is found that M county has rich tourism and cultural resources,so it is necessary to build the concept of overall brand marketing.The whole tourism brand of M ancient city and M county lies in: "don't forget about ju".To brand marketing and marketing related concept is introduced into the tourism brand construction process,will integrate the related tourism resources in the county,under the condition of good market cooperation,marketing package,launch classic tourist routes,in power M county "ginkgo city in three thousand and four thousand,five thousand years of culture" tourism brand set up at the same time,and then build M county "cultural city","tourist city" and "ecological city" card,M county cultural tourism products brand charm,will become in junan county construction culture as its soul,supported by business,tourism as the carrier of the city of business combination,Achieve sustainable development.