旅游目的地品牌管理与营销(英文版)ppt课件.ppt

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1、TourismdestinationbrandmanagementandmarketingGroupmembers：HanChaohuaJianXuejianZhaoMiaomiaoThedefinitionofbrandAbrandisaname,term,symbol,design,ortheircombination.Itsfunctionistodistinguishtheproductorservicefromothers.Foraconsumer,brandlogocannotonlypro

2、tecttheoriginofproducts,italsocanhelptoprotectthebenefitsofthemanufacturersandtheconsumers.Itcanalsopreventtheproductsorservicefrombeingimitated.Theelementsofbrand1.Thepublicisthecenterofbrand.Thepublic:consumer(direct&indirectconsumer);mediasources;expe

3、rtsandrelevantmechanism.2.Organizationandtheproductsarethecarrierofthebrand.3.Brandcomesfromtheawarenessofthepublic.Thefunctionsofbrand1.Brandhasbecomeoneofstandardsandtoolsofmakingpurchasingdecisionsforconsumers.2.Brandisakindofsymbolicmeans,toenablecon

4、sumerstodistinguishfromtheclusters.3.Brandcanreducetheriskofpurchasingtheproducts.TheriskoffunctionTheriskofbodyThefinancialrisksTheriskofpsychologicalTheriskintimeThedifferencesbetweentourismdestinationimageandtourismdestinationbrand1.Theconceptoftouris

5、mdestinationimageisabstract,scatteredandvague,andtheconceptofthetourismdestinationbrandisspecific,uniformandbright.2.Theinformationprocessofthetourismdestinationimageispassiveandnatural,andthetourismdestinationbrandiscreatedbytheinitiativedevelopment.3.T

6、heimageoftourismdestinationisusuallyreflectedbythenameoftourismdestination,whilethebrandoftourismdestinationisreflectedbyoutsideitsname.Theassociationsbetweentourismdestinationimageandtourismdestinationbrand1.Tourismdestinationbrandisthecommercialattribu

7、tesoftourismdestinationimage.2.Tourismdestinationbrandisthetooltoestablishthetourismdestinationimage.3.Tourismdestinationbrandhasitsownbrandimage.Tourismdestinationbrandhascomplementaryrelationshipwithitsimage.Brandisacommercialoperationmethodtoimage.The

8、importantsignificanceoftourismdestinationbrandbuildingFirstly,thetourismdestinationmarketingmustmakethedestinationspaceregionbebranded.Thebrandprovidesaconsistentimagefortheproductsandservicesoftourismdestination.Sothat,th