南昌市旅游品牌发展研究  

Study on the Development of Nanchang Tourism Brand

作　　者：于锦荣[1,2] 陆音[1,2] 

机构地区：[1]南昌航空大学经济管理学院,南昌330063 [2]江西财经大学工商管理学院,南昌330013

出　　处：《南昌航空大学学报（社会科学版）》2017年第1期41-46,共6页Journal of Nanchang Hangkong University(Social Sciences)

基　　金：2015年南昌市人文社会科学项目"南昌市旅游品牌发展策略研究"(Jj201506)

摘　　要：因资源的独特性、城市化进程的推进、人们收入水平的提高,使城市旅游品牌建设逐渐成为热点问题。南昌旅游品牌经过多年的发展,取得了一定的成绩,逐步形成了自己的品牌个性与品牌形象。南昌旅游品牌发展的优化策略:挖掘红色旅游产品,提升"天下英雄城"品牌形象;采取"互联网+技术"的优势,采取线上与线下宣传组合;开发体验旅游产品,提升顾客体验价值感知;建立合理的旅游品牌结构,大力推广休闲生态旅游;建立游客满意制度,提高游客的品牌忠诚度。Because of unique resources, process of urbanization, people income level？ increase, urban tourism brand building has become a hot issue. After development of several years, Nanchang tourism brand has achieved certain results, and gradually formed its own brand personality and brand image. The optimization strategy of development Nanchang tourism brand： mining the red tourism products, enhancing the brand image of ＂the world hero city＂ ; using the advantages of ＂the internet plus＂, utilizing of online and offline promotional portfolio; developing the experience tourism products, enhancing the customer experience value perception; establishing reasonable tourist brand structure, vigorously promoting leisure eco-tourism; establishing the tourist satisfaction system, improving the tourist brand loyalty.

关 键 词：南昌 旅游品牌 旅游体验 品牌忠诚度 

分 类 号：S618[农业科学—园艺学]