Can you tell me how to build a tourism brand?

1, market analysis

Market analysis is the first step for us to build a tourism brand. The method is to make an in-depth study on the market situation, local history and culture, folk customs and resource conditions of tourist source areas, and summarize and refine the analysis results to prepare for brand positioning.

position

Brand positioning is a key step and difficulty in the process of brand building. On the basis of market analysis, the theme positioning of specific tourist destinations is refined by using positioning methods.

The main positioning methods are as follows:

1) comparative positioning method:

Attachment positioning is a method of "borrowing light" positioning. It uses the market influence of famous scenic spots to highlight and elevate itself, such as treating Sanya as "Hawaii in the East" and Xiaolangdi Reservoir as "Qiandao Lake in the North".

2) Psychological reverse orientation

Psychological reverse positioning is to break the general thinking mode of consumers and shape the market image in an unconventional way with opposite content and form. For example, Lvlin Mountain Scenic Area in Linzhou City, Henan Province has conquered the market with its unique landscape of "watching ice piles on the mountains in summer and peach blossoms in the valleys in winter".

3) Segmentation of market positioning

Slit market positioning means that tourist attractions (spots) do not have obvious characteristics and advantages, but use corners of the tourist market forgotten by other tourist attractions (spots) to shape the market image of their own tourism products. For example, in the Marketing Plan of Deyang City from 2004 to 2007, we transformed the original Sichuan Entertainment City into a fairy tale paradise, that is, we positioned the market in the children's market and launched it in the form of a unique fairy tale theme park.

4) Change the market positioning

Changing market positioning is an uncertain positioning method. Mainly aimed at the changed or simply changed tourism market. When the market changes, the characteristic orientation of scenic spots (spots) will also change.

5) Difference, * * * life orientation method-Liuzhou case study: Guilin with mountains and rivers and Liuzhou with amorous feelings.

Because Guilin and Liuzhou are close to each other, the theme orientation of Liuzhou tourism is bound to have different characteristics and complementary interaction with Guilin's landscape theme orientation.

Liuzhou is adjacent to Guilin, the leading brand of Guangxi tourism, and belongs to the tourism economic zone in northern Guangxi. "The main and sub-centers of tourism development in northern Guangxi" take Guilin as the center and Liuzhou as the sub-center; Guilin's tourism ranks first in the world, and Liuzhou's tourism style is outstanding. Both of them can highlight their own tourism characteristics and form their own regional tourism links. They complement each other and form a network, thus building a tourism system in northern Guangxi.

The core competitiveness of tourism resources in Guilin and Liuzhou is obviously different. Guilin's unique tourism resources are natural landscapes, and Guilin is synonymous with China's beautiful landscapes. Lijiang River and Yangshuo arouse tourists' psychological demands to understand the natural landscape and relax, giving them visual feelings and spiritual peace. Liuzhou, on the other hand, must rely on its own characteristics of resource elements different from Guilin to make a fuss. This is bound to emphasize the key theme of custom, based on the basic point of custom.

Through the previous analysis, we already know that the most unique resource of Liuzhou tourism is customs, among which the original ecological lifestyle and rich folk customs of the four ethnic groups are unique: Sanjiang Dong architectural art (famous brand Chengyang Yufeng Bridge, Batuan Yufeng Bridge, caravan drum tower), big songs (multi-voice chorus art), festival folk customs and Dong villages are beautiful, with unique charm of fresh and original ecology; The beautiful scenery of 10,000 mu of colorful azaleas and the world-famous Yao customs in Jinxiu Shengtangshan (Dayaoshan), the beautiful scenery of Rongshui Yuanbaoshan (Damiaoshan) and the original ecological Miao village customs, the water scenery of Beijiang River and the Miao village customs in Goutan, and the touching legend of immortal singing and Zhuang people's duet are all unique ethnic customs, which are more competitive than those in surrounding areas and not as good as those in Guilin.

The city of Liuzhou has more humanistic connotations, advanced modern industry, profound ancient humanistic culture, unique pot-shaped city lines, vivid folk song art culture, elegant stone appreciation culture and peculiar coffin culture, which form a unique urban landscape of Liuzhou. Visitors in Liuzhou can enjoy the mental experience of humanistic interaction that Guilin can't fully provide. All these fundamentally determine that Liuzhou will complement and compete with Guilin by paying more attention to the integration of humanistic elements and modern elements. The formation of its competitiveness is obvious. This complementary competition is not only conducive to the synchronous development of the two cities, but also an inevitable process of Liuzhou tourism development.

In view of the strong influence of Guilin tourism brand, Liuzhou must rely on Guilin to develop the tourism market and sell it with Guilin. Only with the help of Guilin landscape brand, the unfavorable surrounding geographical conditions can be turned into friends that can be relied on and utilized. Driven by well-known brands, the popularity of Liuzhou tourism can be improved as soon as possible, and the brand image of Liuzhou style tourism can be enhanced.

Based on this, Liuzhou will give full play to its own customs, take customs as the source of experience, take the promotion of physical and mental integration as the basic appeal point, build a compound product system with customs as the core and interactive experience as the leading factor, and promote Liuzhou to develop into an experiential and humanistic interactive leisure tourism destination. By digging deep into the unique selling points, and making these unique selling point products purposefully, and realizing the differentiated positioning with Guilin tourism, Liuzhou can complement each other's advantages and compete healthily, and become a network in the tourism system in northern Guangxi. * * * will be honored.

3. Product upgrading and building and urban landscape construction.

3. 1 product promotion and creation

After brand positioning, upgrading and building the original products is also an important link in the process of brand building. Taking Deyang tourism integrated marketing plan planned by our company from 2004 to 2007 as an example, based on the analysis of Deyang market environment and resource environment, we determined the theme orientation of "masculine leisure capital" in the core area of the city. Around this positioning, we injected products into the original stone carving art park, and added interactive and experiential art performances such as human sculpture, graffiti wall, street visual art and street dance to meet young tourists. On the other hand, aiming at the children's market, we launched the idea of Fairy Tale Paradise, and made use of the original European architecture of Sichuan Entertainment City to create a children's entertainment city with fairy tales as the theme background, which greatly improved the appeal of the products to children and tourists. The above are just two of the six product promotion schemes in the planning text. Through this case, we can see that a series of such product promotion enriches the brand connotation, which not only solves the problem that the scenic spot has no theme before planning, but also improves the brand appeal in the form of products.

3.2 Urban Style (Landscape) Architecture

It is also an important work in the process of brand building to build urban landscape around the positioning of tourist destinations. The creation of urban landscape is like the creation of stage background and atmosphere, and the creation of urban landscape that fits the theme positioning will better contrast the theme we have created. Take the Jingdezhen project in Jiangxi Province planned by our company as an example. The theme is "China Millennium Porcelain Capital". Around this theme, we planned and implemented the urban ceramic decoration project on urban landscape transformation: decorating the city with 65,438+000 pieces of ceramic sculptures, strengthening the quantity and quality of urban ceramic sculptures, making them serialized and standardized, and combining artistry, interest and story to become a real urban landscape. Starting from the "+"intersection of the street, it gradually extends to both sides of the road until the park and the community. Every street has a theme, and every group of sculptures has a story. Through the magnetization project, the construction of urban landscape highlights the theme orientation of "China Millennium Porcelain Capital".