乡村旅游品牌化建设研究——以青岛市为例  

Research on Construction of Rural Tourism Brand——A Case Study of Qingdao City

作　　者：董文静[1] 王昌森[2] 

机构地区：[1]山东外贸职业学院经济管理系,山东青岛266100 [2]青岛农业大学建筑工程学院,山东青岛266109

出　　处：《山东农业科学》2018年第2期169-172,共4页Shandong Agricultural Sciences

基　　金：青岛市社会科学规划项目(QDSKL1701159);山东外贸职业学院2017年院级课题"乡村旅游品牌化建设研究--以青岛市为例"

摘　　要：开展乡村旅游品牌化建设是实施乡村振兴战略、深化乡村旅游发展的必由之路。青岛市乡村旅游资源开发存在忽视品牌建设、品牌区分度不高、品牌号召力有限、品牌价值和品牌文化缺乏等问题。青岛乡村旅游品牌建设应当提高品牌意识、准确定位市场细分、提升产品质量、塑造品牌价值、深挖品牌文化。Under the situation of building beautiful China,the brand construction of rural tourism is the way to implement the strategy of rural revitalization and deepen the development of rural tourism. There are many problems in the development of rural tourism resources in Qingdao,Shandong,such as ignoring brand building,low brand division,limited brand appeal,lack of brand value and brand culture. The brand construction of rural tourism in Qingdao should enhance brand awareness,accurately locate market segmentation,improve product quality,shape brand value,and dig deeper into brand culture.

关 键 词：乡村旅游 品牌建设 青岛市 

分 类 号：F323.4[经济管理—产业经济]