| 福建旅游品牌竞争力研究 |
| |
| 引用本文： | 李丹,吴金林.福建旅游品牌竞争力研究[J].闽江学院学报,2007,28(3):107-111. |
| |
| 作者姓名： | 李丹 吴金林 |
| |
| 作者单位： | 闽江学院旅游系,福建,福州,350108 |
| |
| 基金项目： | 福建省社科规划项目(2006B2018) |
| |
| 摘 要： | 制约福建旅游品牌竞争力的因素既有宏观因素,又有微观因素。宏观因素主要包括经济支撑力、区位等六个方面,微观因素包括旅游企业的品牌营销战略等五个方面。提升福建旅游品牌竞争力的宏观对策主要有:开展闽台旅游合作、打击损害品牌行为、以整合营销传播做响品牌等;微观对策主要有:旅游企业应实施品牌战略、找准市场坐标、实施产品竞争策略、实施价值竞争策略和品牌宣传策略。
|
| 关 键 词： | 旅游品牌 竞争力 制约因素 对策分析 |
| 文章编号： | 1009-7821（2007）03-0107-05 |
| 修稿时间： | 2007-03-28 |
On the Competitive Edge of Fujian Tourist Brand |
| |
| LI Dan,WU Jin-lin.On the Competitive Edge of Fujian Tourist Brand[J].Journal of Minjiang University,2007,28(3):107-111. |
| |
| Authors: | LI Dan WU Jin-lin |
| |
| Institution: | Tourism Department of Minjiang University, Fuzhou Fujian 350108 |
| |
| Abstract: | The competitive edge of Fujian tourist brand is restricted by the macroscopic and microcosmic factors.The macroscopic factors have six aspects including the economic supporting power.The microcosmic factors have five aspects including the strategy of the tourist enterprises brand marketing.The main macroscopic countermeasures improving the competitive edge of Fujian tourist brand include: developing the corporation between Fujian and Taiwan,preventing the harmful behavior on the brand,and building the famous brand by marketing integration.The main microcosmic factors include: adopting the brand strategy in the tourist enterprises,focusing the market goal,carrying out the brand operating strategy and the product competitive strategy,competitive strategy of value and the brand propaganda strategy. |
| |
| Keywords: | tourist brand competitive edge restricting factor countermeasure analysis |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
|
