旅游目的地品牌管理与营销(英文版).ppt

Tourism destination brand management and marketingGroup members：Han Chaohua Jian Xuejian Zhao Miaomiao1The definition of brandA brand is a name,term,symbol,design,or their combination.Its function is to distinguish the product or service from others.For a consumer,brand logo can not only protect the origin of products,it also can help to protect the benefits of the manufacturers and the consumers.It can also prevent the products or service from being imitated.2The elements of brand1.The public is the center of brand.The public:consumer(direct&indirect consumer);media sources;experts and relevant mechanism.2.Organization and the products are the carrier of the brand.3.Brand comes from the awareness of the public.3The functions of brand1.Brand has become one of standards and tools of making purchasing decisions for consumers.2.Brand is a kind of symbolic means,to enable consumers to distinguish from the clusters.3.Brand can reduce the risk of purchasing the products.The risk of functionThe risk of bodyThe financial risksThe risk of psychologicalThe risk in time4The differences between tourism destination image and tourism destination brand1.The concept of tourism destination image is abstract,scattered and vague,and the concept of the tourism destination brand is specific,uniform and bright.2.The information process of the tourism destination image is passive and natural,and the tourism destination brand is created by the initiative development.3.The image of tourism destination is usually reflected by the name of tourism destination,while the brand of tourism destination is reflected by outside its name.5The associations between tourism destination image and tourism destination brand1.Tourism destination brand is the commercial attributes of tourism destination image.2.Tourism destination brand is the tool to establish the tourism destination image.3.Tourism destination brand has its own brand image.Tourism destination brand has complementary relationship with its image.Brand is a commercial operation method to image.6The important significance of tourism destination brand buildingFirstly,the tourism destination marketing must make the destination space region be branded.The brand provides a consistent image for the products and services of tourism destination.So that,the destination can be attractive and easily identified,which will increase a lot of value for tourism destination.7Basic principles of tourism destination brand positioning1.Principle of basic resources2.Principle of regional background3.Principle of competitive advantage4.Principle of construction of system8Tourism destination brand positioning stepsMorrison,an American tourism destination marketing scholar,has put forward 5Ds model,a kind of method of operation in tourism image.1.Identification of interest2.Forming differences3.Building images4.Transferring design5.Implementation of commitments9Tourism destination brand positioning stepsAny tourism destination has its own unique properties.The key problem is to select the destination attraction attributes,which will be helpful to the decision,formation of competitive and recognition of delivery service.Before branding the destination,brand the tourism attraction first.Select the tourism attraction is generally based on 3 standards,which are competition,uniqueness and recognition.Extract the unique attributes of tourism attraction.10Constructing tourism destination brand-by using the method of value chain analysis1.Identificating value contribution factor(or activity)2.Determining value contribution factor(or activity)system3.The connection and integration of value contribution factor(or activity)11With the brand value as the core,build the tourism destination brand value“chain”systemAccording to if the construction of tourism destination brand has value contribution factors:basic value elements&auxiliary elementsThe basic value elements identification:1.Tourism attractions2.Tourism products3.Tourism destination4.Tourist facilities5.Tourist service personnel12With the brand value as the core,build the tourism destination brand value“chain”systemauxiliary elements identification:1.Destination government2.Ecological environment3.Residents of tourism destination4.Relevant laws and policies13Tourism destination brand designBrand is a collection of concepts,including brand name and logo.The basic strategy of brand naming:1.Target market strategy2.Consumer experience strategy3.Emotional image positioning4.Selecting strategy of independent random and descriptive5.Lacalization and globalization strategy146 principles of designing tourism destination1.Simply and eye-catching,easy to remember2.Skillful conception,suggesting the attributes3.Full of meanings,affective emotion4.Aviod duplication,having its own style5.Name and product standard can be exchanged coordinately6.Respect the customs,in accordance with the law15Tourism destination brand logoCommunication value of brand logo:1.Brand logo can cause brand association.2.Brand logo can cause the consumers interest and make them have a favorable impression of the brand.3.Brand logo is the indicator of recognition brand for public.4.Brand logo can strengthen the impression of consumers and public,and make distinguish with other tourism destination.16Tourism destination brand logoDesign principles and methods of brand logo:1.The design of brand logo should follow the adaptability,easy identification,beautifulness,and universality.2.The methods of brand logo design is the transformation of word and name,and graphic symbol and meaning.17The means of tourism destination brand communication1.Advertisement2.Public relations3.Marketing communication4.Interpersonal communication18Optimal combination of brand communication mediaThe principles:1.The combination of media should help to expand the brand dissemination.2.Media mix should help to repeat the brand information properly.3.Media should cooperate with the cycle.4.Media mix should help to complement the brand information to each other.5.Pay attention to benefit maximum principle.19Study on the tourism destination life cycleThe development of tourism destination brand and tourism destination are linked closely.The theory of tourism destination brand life cycle demonstrates that destination brand will experience similar stages of products.20Life cycle of tourism destination and tourism destination brandTourism destination brand is based on tourism destination.The trend of lengthening and shortening appears in a specific stage influenced by brand in the tourism destination life cycle.But in the whole process of the life cycle of tourism destination,tourism destination brand will experience multiple cycles.21Tourism destination brand extensionBrand extension trap:1.Grade gap will damage the brand image of high quality.2.Brand positioning dilution3.A defeat,implicate effect4.The lack of compatibility will be against the consumers psychology.5.Lead to the“seesaw”effect.22Tourism destination brand extensionThe function of brand extension1.Brand extension can help to take new products into the market quickly and smoothly with lower barriers and saving cost of new products depending on successful brand name.2.Successful brand extension can further expand the influence of the original brand,and enhance the core brand image.3.Brand extension can meet customers psychology of searching for new things and prevent the loss of customers.From transferring in brand to transferring between brands.23Key factors affecting brand extension1.Brand equityelements：a.brand awareness c.brand association b.brand reputation d.brand loyalty2.Brand core value3.Products related form:a.technology related b.channel related c.type related4.Brand positioning a.the level of brand b.the brand of audience5.Environmental factors of brand extension a.target market environment b.marketing ability24Tourism destination brand crisis managementFormation reasons:external/internal crisis and natural/human crisisShape:sudden crisis and gradual crisisDegree:serious damage crisis and minor damage crisis25How to deal with the crisis?1.Prevention of brand crisisa.All destination members establish“brand crisis consciousness”.b.Establish and perfect the destination brand crisis management agencies.c.Strengthen operation and management of the destination.2.Treatment of brand crisis Follow the 5 principle steps 3.Establish the brand in the crisis4.Gain benefit from the crisis26Dilution-dilute the crisis atmosphere and avoid causing greater crisisAway-away from the scene,converting the environmentBubble-transformation crisis source and collapse the moralCover-protect the part that is associated with crisis but has not exposed yet.Do not provide crisis with any supporting materials.Send-initiative27Law of tourism destination brand protection1.The achievement of brand exclusive right-the premise of brand protection2.The brand right range-the content of brand protection3.Relief the brand infringement-means of brand protectionThree methods:a.Self reconciliationb.Be investigated by the business management departmentc.Judicial relief28The application of network technology in the tourism destination brand managementTourism destination marketing systemTourism destination marketing system(Destination Marketing System,DMS),also known as the tourism destination information system(Destination Information System,DIS),is a kind of tourism information application system,which is based on Internet platform,combined with database technology,multimedia technology and network marketing technology,the Internet based efficient tourist publicity marketing and local travel advisory services together organically,to provide full service for tourists.It can greatly improve the destination city image and tourism service level.29The application of network technology in the tourism destination brand managementAnalysis of DMSs competitive advantage1.Virtual market aggregation advantage of DMS2.The overall image of the publicity advantage3.Cyber source sharing advantage 30 Core opinions1.Tourism destination brand is the commercial attribute of tourism destination image.2.Build tourism destination brand“value chain”system with the core of brand value.3.Tourism destination brand has life cycle and different stages have different strategies.4.Tourism destination brand is constrained by the regional resource condition.Brand extension can not be operated blindly.3132