开封宋文化品牌传播策略研究  

On communication strategy for culture brand of Song Dynasty in Kaifeng

作　　者：郑阿丽[1] 薛建红[1] 

机构地区：[1]郑州大学旅游管理学院,河南郑州450001

出　　处：《河南城建学院学报》2011年第5期61-64,共4页Journal of Henan University of Urban Construction

摘　　要：开封作为一座历史文化名城,拥有丰富的旅游资源,但是,旅游业的发展一直受到制约,主要原因是没有抓住核心旅游品牌进行强有力的宣传。在阐述开封宋文化品牌传播重要性的基础上,针对目前存在的景区凝聚力不强、配套设施不完善、从业人员素质不高及产业结构不合理等问题,提出在资源开发、设施建设、教育投入、产业结构调整等相应的品牌传播策略。Kaifeng,as a historical and cultural city,is rich in tourism resources,but the development of tourism has been restricted,mainly for failure to grasp the core tourism brand for strong advocacy.The communication strategy in resource development,infrastructure construction,investment in education,industrial restructuring and other appropriate brand are proposed based on explaining the importance of brand communication for culture brand of Song Dynasty in Kaifeng and the analysis of causes existed in weak cohesion of tourist attraction,inadequate facilities,poor quality of employees and irrational industrial structure and other issues.

关 键 词：宋文化 文化旅游 品牌传播 

分 类 号：O657[理学—分析化学]