安徽乡村旅游品牌化营销研究

品牌是同质产品竞争的关键,随着乡村旅游产品同质化现象越来越严重,走品牌化营销之路是乡村旅游地的必然选择。在分析了安徽乡村旅游资源及乡村旅游营销现状的基础上,结合旅游品牌建设的理论,提出了安徽乡村旅游品牌营销的策略,认为安徽乡村旅游地应从品牌定位、品牌文化、品牌联合和品牌传播和保护等方面入手,打造出特色化、有竞争力的品牌,推动安徽乡村旅游向更高水平发展。

Research on Brand Marketing of Anhui Rural Tourism

Brand is key to the competition of homogenous products. With the phenomenon of product homogeneity becomes more and more serious, brand marketing of rural tourism is indispensable. Firstly, this paper analyzes the rural tourism resources in Anhui and marketing status in these rural destinations. Then, guided by brand construction theory, brand marketing strategies are pro- posed, considering that in order to improve the development level of Anhui rural tourism, rural destinations should build characteristic and competitive brand through brand positioning, brand culture, brand alliance, brand prevalence and brand protection.