景德镇A陶瓷企业文化旅游产品品牌管理研究.pdf

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1、ABSTRACTABSTRACTCultureisthesouloftourism,andtourismistheapproachtoculturaldevelopment.TobuildJingdezhen’straditionalceramicenterprisesintoculturaltourismbrands,isofgreatsignificanceforcarryingforwardChineseceramicculture,enrichingthecontentsoftourism,andpromotingthein

2、tegrationofceramiccultureandtouristindustry.Basedonthetheoriesofdomesticandforeignscholarsonculturaltourismandbrandmanagement,andthetheoriesonthetransformationofJingdezhen’straditionalceramicenterprises,thispaperanalysestheproblemsthatoccurwhenthetraditionalceramicente

3、rprisesofJingdezhenmaketheirculturaltouristproductsandmanagetheirbrands,andshowsthefactorsthatrestrainthedevelopmentoftheseenterprises.Thispaperalsotriestopresentamodelofbrandmanagementfortheculturaltouristproductsthroughtheaspectsofbrandpositioning,brandmarketingandpr

4、omotion,brandextensionandbrandmaintenance,sothattohelpacceleratetheprocessoftransitionfromtraditionalceramicenterprisestoculturaltourismenterpriseswithmodernmanagementconcepts.Andfinally,thepaperproposesaroadofrecoveryforthetraditionalceramicenterprisesagainstthebackgr

5、oundofthedevelopmentofculturaltourism.KeyWords：Ceramicenterprises;Culturaltourism;BrandmanagementII目录目录第1章引言...........................................................................................................11.1研究背景..............................................

6、...........................................................11.2研究目的和意义.............................................................................................21.3研究内容、方法和思路.................................................................................31.3.1研究内容.

7、..............................................................................................31.3.2研究方法和思路...................................................................................3第2章论文的相关理论基础..................................................................

8、.................42.1品牌管理理论..........................................................................................