A Study On The Brand Building Of Mountain Spring Tourist Town In Qinglong Manchu Autonomous County

With the rapid development of China's economy and society,the tourist activity has become a necessary choice in modern people's life.Meanwhile,modern social life has entered into the Experience Economy Era,in which people have gradually raised higher and higher requirements on tourism,who not only pursues natural ecological landscape,but also lay emphasis on experiencing the local distinctive food culture and folk culture,pay close attention to the brand image and quality service of the scenic area.And the research in this thesis exactly meets constantly changing travel demands of tourists in the new era.In such a new age with the rapid development of science and technology,the homogenization phenomenon is a common occurrence in both physical products and scenic spots.Nowadays,the size and scale of tourism springs up in China,along with the fierce competition in the tourist market.Therefore,the differentiated tourism product produced by brand building is the distinctly important intangible assets and the most central product competitiveness in the grim market competition.Mountain Spring Tourist Town is located in Qingheyan village,Liangshuihe town,Qinglong County,as an autonomous Manchu county.And it is accompanied by superior natural resources,favorable ecological environment,and various folk cultures.However,on account of the weak brand building,the integral development of Mountain Spring Tourist Town is slow with insufficient market competitiveness.As a result,the brand building of Mountain Spring Tourist Town is an effective way of shaping its tourism image,a significant action to achieve differentiated development,and also the powerful tool to increase brand premium and corporate profitFirstly,the thesis sorts out concepts and theories of the tourist town and its brand building home and abroad.Secondly,it makes an analysis of the main general situation of Mountain Spring Tourist Town,by making research on the development status of it,sorting out the development body,the preliminary and the long-term planning of it,and profoundly elaborate the construction situation of the tourist town and its brand building.And then it finds out existing problems of the brand building of the tourist town,which mainly contains inconspicuous brand effects,insufficient effective supply of tourism product,and unclear brand differentiation strategy.Furthermore,it emphatically analyzes causes of relevant issues,which lies in the lack of integral and scientific planning and design,the deficiency of the advanced concept and system of brand building,and the inadaptation of development body's allocation of human resources to the development of the tourist town.Besides,it is also summarized that influence factors of brand building lie in insufficient excavation of the tourist town resources,imperfection of effective supply system,and policy support needed to be strengthened.In the end,this thesis puts forward some specific recommendations to the brand building of Mountain Spring Tourist Town,including four main aspects:the promotion of brand effects of Mountain Spring Tourist Town,the specification of the target population positioning,the enhancement of effective supply of tourism product,and the implement of brand differentiation strategy.It is hoped that studies on the brand building of Mountain Spring Tourist Town possesses the practical significance and reference value for the brand building of scenic spots with similar elements of natural landscapes,cultural resources,management structure and product supply.