Then go to Ms. Wu Jing, the chairman of Hubei Lv Wen Group, and sign "I am Chu Kuang from Leyou Hubei".

"Hubei Travel" is the abbreviation of an enterprise with obvious regional concept. Strictly speaking, it is not a tourism brand or tourism consumption brand with real market significance. Not only the brand positioning and brand proposition are unclear, but also the brand tension is not enough to shoulder the heavy responsibility of strategic transformation of Hubei Lv Wen Group.

The current situation of "Hubei Travel" is also obvious. The image product has two skins, and the image does not guide the product well. The product does not support the brand image well, and it is even more difficult to attract tourists to cope with the spread of the Internet. "E-Tour" stands for Lv Wen, Hubei Province, and can only be used as the abbreviation of enterprises. As a producer or investor, it is a powerful endorsement of brands and products. It is conceivable that if you sit in a row with other provinces and cities in China, such as Hunan, Shaanxi, Yunnan, Henan and Jiangxi, no one will suddenly come out, which directly makes people feel very confused.

Therefore, it is particularly important for Hubei Lv Wen Group, which shoulders the heavy responsibility of transformation in the new period, to reshape its brand.

In the past ten years, Hubei Lv Wen Group has strengthened its enterprise strength and obtained basic resources by relying on factor aggregation and policy advantages. In the next decade, we should focus on category innovation and brand empowerment technology, gain a large number of Chufen communities, strengthen the strength of the group and win strategic resources.

Because I am Chu Kuang not only has obvious communication, emotional tension, appeal and picture sense, but also has obvious brand recognition and Jingchu cultural characteristics; Not only has it created the top-level design of Jingchu Lv Wen brand with distinctive personality and new era concept and values, but it can also guide all products and services in Lv Wen, and support the brand image with product value and service promotion; Not only has it created a new category and new model of "young tourism" with Internet thinking, but it also attaches more importance to the comprehensive kinetic energy of "new infrastructure for cultural tourism" of brand architecture+tourism architecture+digital architecture, so that post-8090 s people can enjoy a beautiful cultural tourism life.

According to the data of "Tour Hubei" platform at the beginning of the year, there are 420 A-level scenic spots, 400 cultural venues, 65,438+6,000 hotels, 50 tourist routes/kloc-0, 300 special products and 2,000 restaurants in the province.

According to the data released by the Hubei Provincial Department of Culture and Tourism, the number of tourists in the province during the National Day holiday this year was 63.774 million, with a revenue of 35.2 billion yuan. The "Tour Hubei" platform was launched 10 months ago, with 3 million registered members. The live powder and consumption data are unknown.

Although the "Tour Hubei" platform is rich in content and many scenic spots, it makes full use of digital tools. We believe that this is just to move a large number of scenic spots, cultural venues, hotels and businesses from online to online, and keep the way of thinking, operating concepts and product design in the original state. Platform construction is separated from digital operation, scenic spots, businesses and tourists. Therefore, the 7-day National Day holiday can attract more than 60 million tourists, but the "Tour Hubei" platform has not been fully utilized.

As a global intelligent tourism comprehensive service platform of "a mobile phone travels in Hubei", it has a high starting point and a high positioning. However, due to the lack of comprehensive guidance of core values on brand building, the lack of real Internet thinking of "involving tourists", it is impossible to realize the digital operation strategy from loose to integrated, from extensive to accurate, and only simple digital tools are used, which leads to the failure to release its due effectiveness.

We don't think it is difficult to solve this problem. First of all, the operation of the "Tour Hubei" platform must be integrated into the overall framework of the brand building of the Group, and the Internet thinking and digital operation concept of "letting tourists participate" should be established. Digital thinking, skills and empowerment should be effectively combined with the Group's brand building, core values, product innovation and intelligent services, and cannot be self-contained, let alone become a tool digital platform or e-commerce platform, without the support of distinctive personality and brand connotation.

Secondly, it is suggested that "a mobile phone travels in Hubei" should be adjusted to "a mobile phone travels in Hubei", with a completely different meaning, tonality and scene. "Music" is a kind of spiritual pleasure, a kind of spiritual satisfaction, a very comfortable feeling felt from the inside out, describing the state of happiness and happiness in travel.

"Visiting Hubei" is monotonous and unattractive, and it is just similar to "visiting Anhui", "visiting Yunnan", "visiting Gansu" and "visiting Xinjiang" in other provinces, but there is no difference. While "Leyou Hubei" can highlight the dynamic scenes of happy mood, happy travel and active travel, and has obvious recognition of Hubei cultural tourism and the happy mood of yearning for travel. If you take the lead in this first move, other provinces and cities will not be able to follow suit.

Enjoy a trip to Hubei. I'm Chu Kuang. It is not only a consistent and consistent brand slogan, but also conveys the epochal tonality and brand proposition of digital platform and cultural travel brand as a whole.

In the era of sightseeing, the slogan of "Lingxiu Hubei" has played a positive role in the propaganda, promotion and dissemination of Hubei tourism with its ecological attributes and cultural characteristics, and has achieved a solid market foundation.

However, the prevailing experience tourism model and even the participatory tourism model that has arrived at this stage strongly show that the traditional sightseeing tourism model has gradually drifted away, and it is difficult to meet the needs of upgrading tourism quality. The theme that attracts tourists is no longer scenery or superficial sightseeing of scenery, but provides tourists with a new youth life.

With the rising consumption power of young people after entering a new era, especially after 8090, they are self-confident, independent, pursuing uniqueness and willing to pay for experience and quality. Their outlook on life is more diversified and they like a more participatory and interactive lifestyle.

Therefore, the advertising language in Lv Wen, Hubei Province should keep pace with the times and be close to the market. We should not only point directly at the young main force, but also directly attack the consumer mind, and also have the temperament of the times and the essence of Internet communication; The slogan should closely echo the brand building, convey the brand concept and form a coherent system.

"Happy Tour in Hubei" refers to traveling in Hubei with a happy mood, concentrating and summarizing the travel experience of "I am Chu Kuang", which is a positive and happy psychological orientation and has the appeal of communication; It represents tourists' recognition of Hubei tourism quality and is willing to share.

"I am Chu Kuang" has strong symbolism, emotional tension, appeal and picture sense. It is the expression of young people's full passion and strong personality, which can meet the characteristics of Internet communication and the new generation's beautiful yearning for a new life in tourism.

What's important is that with the new model of participatory tourism and the double blessing of category innovation and brand empowerment of young tourists, the brand slogan of "Happy to visit Hubei, I am a stranger" is more exciting and the brand proposition is more emotional.