山東省鄉村旅遊品牌建設研究

Brand Construction Research of Rural Tourism in Shandong Province

白彩雲(Cai-Yun Bai)

《鄉村旅遊研究》 9卷1期 (2016/06) Pp. 45-54

摘要

近幾年，鄉村旅遊市場需求廣闊，發展勢頭強勁，已成為旅遊業的重要組成部分。正是由於各地鄉村旅遊如雨後春筍般興起，鄉村旅遊品牌的建設就顯得尤為重要。通過對山東鄉村旅遊品牌建設現狀的調查研究發現，山東省鄉村旅遊品牌建設已初見成效，名牌產品開始顯現、集團品牌優勢顯現、品牌理論日趨完善，但山東省鄉村旅遊品牌建設仍存在品牌意識不高、品牌定位不夠清晰、品牌行銷觀念落後、鄉村旅遊「王牌產品」少、品牌無法形成規模效應、品牌影響力尚顯不足、品牌開發缺乏統一規劃等許多不足之處。基於此，山東省在鄉村旅遊品牌建設方面應加強品牌管理，注重品牌延伸，打造鄉村旅遊品牌一體化，運用科技引領品牌打造，充分發揮文化驅動，注重功能引導，加強品牌行銷等措施來加強鄉村旅遊品牌的建設。

關鍵字

鄉村旅遊 ； 品牌建設 ； 發展 ； 特色

並列摘要

In recent years, rural tourism is an important part of tourism industry in our country because of its vast market demand and development momentum. , the construction of the rural tourism brand is particularly important because rural tourism have sprung up around the rise. Through the investigation of present situation of the rural tourism brand construction in Shandong, we found that rural tourism brand construction in Shandong province has achieved initial success, brand-name products began to emerge, the group brand advantage appeared, brand theory is increasingly perfect, but there is a lack of brand awareness and ＂trump card＂ products, brand positioning is inaccurate, marketing concepts lag behind, brand can't form scale effect, brand influence is still inadequate, brand development lack of unified planning. Based on this, Shandong province should strengthen the brand management in rural tourism brand construction, pay attention to brand extension, make rural tourism brand integration, using science and technology leading brands, give full play to the cultural drive, pay attention to the function of guidance, strengthen the brand marketing and other measures to strengthen the construction of the rural tourism brand.

並列關鍵字

Rural Tourism ； Brand Construction ； Development ； Characteristics

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