唐山工业旅游品牌塑造与传播策略研究  

Research on Tangshan Industrial Tourism Brand Building and Communication Strategy

作　　者：王志国[1] Wang Zhiguo(Tangshan University,Tangshan 063000,China)

机构地区：[1]唐山学院,河北唐山063000

出　　处：《河北能源职业技术学院学报》2023年第1期30-33,共4页Journal of Hebei Energy College of Vocation and Technology

基　　金：2022年度唐山市社科科学联合会立项课题(TSSKL2022-187)。

摘　　要：通过选取唐山市多个工业旅游园区,分析发展现状,找出存在问题,探究工业旅游品牌的塑造和传播的路径。在品牌塑造上,要注重人才建设和旅游形象定位,加强品牌间合作意识与产品链路。在品牌传播上,要加大宣传推广力度,要增加互动体验项目的数量和参与度。结合元宇宙概念、品牌塑造以及品牌传播理论,从定位、产业链、人才、媒体等方面,提出相应的策略。By selecting several industrial tourism parks in Tangshan city,this paper analyzes their development status,finds out their existing problems,and explores the ways of shaping and spreading industrial tourism brands.In brand building,we should pay attention to the construction of talents and tourism image positioning,strengthen the awareness of cooperation between brands and product links.In terms of brand communication,it is necessary to increase publicity and promotion efforts,and increase the number and participation of interactive experience projects.In combination with the concept of metaverse,brand building and brand communication theory,corresponding strategies are proposed from the aspects of positioning,industrial chain,talent and media.

关 键 词：工业旅游 品牌塑造 品牌传播 

分 类 号：F592.7[经济管理—旅游管理] F273.2[经济管理—产业经济]