USP理论在旅游目的地品牌形象定位中的应用探析  

Analysis of USP Theory in Tourism Destination Brand Positioning Application

作　　者：徐燕[1] 洪燕云[2] 

机构地区：[1]江苏技术师范学院商学院,江苏常州213001 [2]江苏技术师范学院人文社科学院,江苏常州213001

出　　处：《蚌埠学院学报》2012年第6期49-51,59,共4页Journal of Bengbu University

摘　　要：随着国内旅游市场竞争日益激烈,在旅游资源和旅游产品高度同质化的市场中,为了吸引游客注意并获得竞争优势,旅游目的地塑造一个独特的品牌形象显得尤为重要。以常州旅游目的地为例,详细分析了USP理论在旅游目的地品牌形象定位中的具体应用。With the increasingly fierce competition in the domestic tourism market, the tourism resources and tourism product is a high degree of homogeneity in the market, in order to attract tourists to the attention of and access to competitive advantage, tourism destination is to create a unique brand image and it is particularly important. It takes Changzhou tourism destination as an example in this paper, and analyzes the USP theory in tourism destination brand positioning in the specific application.

关 键 词：USP理论 旅游目的地品牌 形象定位 

分 类 号：F592.3[经济管理—旅游管理]