| 清江土苗民俗风情旅游区的品牌传播 |
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| 引用本文： | 徐红,王丹丹.清江土苗民俗风情旅游区的品牌传播[J].武汉科技学院学报,2011,24(1). |
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| 作者姓名： | 徐红 王丹丹 |
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| 作者单位： | 武汉纺织大学,广告学系,湖北,武汉,430073 |
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| 摘 要： | 清江土苗民俗风情旅游区以清江为纽带,融生态自然景观、巴人历史文化及土苗民俗风情三大旅游资源内涵于一体,品牌定位突出"清江画廊,巴人秘境,土家正宗".对于品牌传播中存在的信息不一致、品牌管理混乱的现状通过品牌整合传播加以解决.在品牌广告传播中建立统一形象识别系统,整合大众媒介,利用新媒体构建数字化网络服务,利用宣传品赠送,进行宣传推广;在品牌公关传播中打造知名品牌活动,遵守"政府主导、企业赞助、农家参与、学者支持、协会监督、媒介全程报道"的原则;在品牌人际传播中加强旅游区内部标准构建,选择"旅游尝试者"带头,培训出优秀的服务人员;在品牌销售传播中通过旅游优惠、免费旅游等促销手段刺激旅游消费,充分利用节庆事件造势,采用投票、抽奖等方式促进旅游者参与,提升旅游区人员服务水准,开展销售会展促进旅游业务的成交.
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| 关 键 词： | 清江土苗民俗风情旅游区 品牌传播 品牌定位 品牌整合传播 品牌活动 |
Brand Communication of Qingjiang River Tourist Area of it's Folk Tradition |
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| XU Hong,WANG Dandan.Brand Communication of Qingjiang River Tourist Area of it's Folk Tradition[J].Journal of Wuhan Institute of Science and Technology,2011,24(1). |
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| Authors: | XU Hong WANG Dandan |
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| Institution: | XU Hong,WANG Dandan(Department of Advertising,Wuhan Textile University,Wuhan Hubei 430073,China) |
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| Abstract: | Qingjiang River tourist area of its folk tradition will be the subject of these eco-tourism resources in the natural landscape,Palestinians historical and cultural tourism resources as well as the customs section of the three major integrated tourism resources.The brand orientation of the tourist area is Qingjiang galleries,Palestinians mysterious area,Tujia Orthodox. Also to solve the problem of different traveling messages and mixed brand management in Qingjiang tourism area,the topic raised Brand Integra... |
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| Keywords: | Qingjiang River Tourist Area of it's Folk Tradition Brand Orientation Brand Integration Communication Brand Activities Brand Communication |
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