烟台市旅游品牌建设问题初探

旅游品牌的创建和管理，是旅游业发展的焦点问题。烟台市作为中国首批优秀旅游城市，在旅游品牌建设上，存在着缺乏本地特色，形象模糊，行业整体实力不强与环境基础不牢固等缺陷。针对这些问题，烟台市努力定位城市形象品牌，将“中国北方最佳休闲城市”作为城市品牌发展的总目标。培育发展旅游企业品牌，提高旅游企业的综合竞争力。创新旅游产品和服务品牌，满足旅游市场的多元性需求。通过资金扶持、集团化运作、加强配套设施等，优化旅游企业外部发展环境。加强人才建设，使得旅游人才在数量、结构和素质上都能适应旅游竞争的需求。

A Study on Tourism Brand Construction of Yantai City

The creation and management of tourism brand, is the focus of tourism development.Yantai city as the China first batch outstanding traveling city, the tourism brand construction, there is a lack of local features, the image is fuzzy, industry overall strength is not strong and the environment is not firmly based and other defects.Yantai City will try to fix city brand positioning, take “China North best leisure city” as the general goal of city brand development.The cultivation and development of tourism brand, improve the com-prehensive competitiveness of tourism enterprises.Strengthening the construction of tourism talents, which can meet the tourism competition in quantity, structure and quality requirements.