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随着经济的发展,旅游业发展进入快车道。旅游人次的不断增加和旅游收入利率的大幅度增长,刺激了旅游行业中的市场竞争。在这场持续性的行业竞争中,广告战,价格战,品牌战成为商家实现最大化利益的主要手段。在这种发展背景下,通过品牌延伸调整紊乱的市场竞争秩序,形成具有核心竞争力的强势品牌成为解决当下棘手问题的方式之一。品牌延伸与应用对于优化当下的旅游行业产业链,实现资源的合理化配置,调整错乱的市场竞争秩序有着重要作用。同时旅游景区的品牌延伸在某一程度上最大化的丰富了行业手段,减轻了行业同化性严重现象。本文就旅游景区的品牌延伸的定义、和发展意义入手,着重分析了品牌延伸机制与旅游行业发展之间的相关性,同时对品牌延伸过程中的遇到的问题提出了合理化建议。
With the economic development, the development of tourism enters the fast lane. The ever-increasing number of tourists and the substantial increase in the income rate of tourism have stimulated market competition in the tourism industry. In this continuous competition in the industry, advertising campaigns, price wars, brand war to become the main means of business to maximize the benefits. Under this kind of development background, it is one of the ways to solve the current thorny problems by adjusting the disordered market competition order through brand extension and forming a strong brand with core competitiveness. Brand extension and application plays an important role in optimizing the current industrial chain of tourism industry, realizing the rational allocation of resources and adjusting the disorderly market competition. At the same time, the extension of the brand of tourist attractions to a certain extent, enriched the industrial means and alleviated the serious phenomenon of assimilation in the industry. This article starts with the definition and development significance of the brand extension of tourist attractions, and analyzes the correlation between the extension mechanism of the brand and the development of tourism industry. At the same time, some reasonable suggestions are put forward for the problems encountered in the process of brand extension.