从柘林湖到庐山西海:景区主副品牌经营战略的创新  

From Zhelin Lake to Mt.Lushan West Sea: the Innovation of Operation Strategies about Dominant-secondary Brand in Scenic Zones

作　　者：庄东泉[1] 

机构地区：[1]江西财经大学旅游学院,江西南昌330013

出　　处：《旅游论坛》2009年第4期550-554,共5页Tourism Forum

基　　金：江西省社会科学"十一五"规划项目(08JL15)成果之一

摘　　要：如何通过在景区实施主副品牌战略,克服遮蔽效应和跨行政边界开发受阻的问题,实现"边界共生"、"邻里共荣",是目前诸多景区面临的难题。以阐述精品景区诞生产生的外部效应为切入点,借鉴国内日用消费品实施主副品牌战略的成功实践,提出了景区经营实施主副品牌的战略构想和理论依据,并以"柘林湖"更名为"庐山西海"为例,对景区实施主副品牌的做法进行分析总结,指出了景区实施主副品牌战略及其需要注意的问题,以期能对中国景区的经营实践有所启示。How to overcome the shading effect and the scenic zone development hindrance of cross-administration boundaries by the implementation of dominant-secondary brand strategy, to realize boundary symbiosis and the neighborhood co-prosperity, is the issue which many scenic zones face recently. Based on the external effects of scenic zones, this paper draws on the successful practice of dominant-secondary brand strategy on domestic goods for everyday consumption and puts forward the strategic outline and theoretical basis for dominant-secondary brand operation in scenic zones. Then taking the name change of ＂Zhelin Lake＂ to ＂Mt. Lushan West Sea＂ as an example, it analyses dominant-secondary brand operation in scenic zones. Finally it points out that the practice of dominant-secondary brand operation in scenic zones has a great value of promotion and also some issues should be paid more attention.

关 键 词：主副品牌 景区经营 战略分析 

分 类 号：F592.7[经济管理—旅游管理]