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1、Tourism destination brand management and marketing,Group members：Han Chaohua Jian Xuejian Zhao Miaomiao,The definition of brand,A 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 t
2、he 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.,The elements of brand,1.The public is the center of brand.The public:consumer(direct experts and relevant mechanism.2.Organization an
3、d the products are the carrier of the brand.3.Brand comes from the awareness of the public.,The functions of brand,1.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.Bra
4、nd can reduce the risk of purchasing the products.The risk of functionThe risk of bodyThe financial risksThe risk of psychologicalThe risk in time,The differences between tourism destination image and tourism destination brand,1.The concept of tourism destination image is abstract,scattered and vagu
5、e,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 th
6、e name of tourism destination,while the brand of tourism destination is reflected by outside its name.,The associations between tourism destination image and tourism destination brand,1.Tourism destination brand is the commercial attributes of tourism destination image.2.Tourism destination brand is
7、 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.,The important significance of tourism destination brand building,Firstly,t
8、he 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.,Ba
9、sic principles of tourism destination brand positioning,Principle of basic resourcesPrinciple of regional backgroundPrinciple of competitive advantagePrinciple of construction of system,Tourism destination brand positioning steps,Morrison,an American tourism destination marketing scholar,has put for
10、ward 5Ds model,a kind of method of operation in tourism image.1.Identification of interest2.Forming differences3.Building images4.Transferring design5.Implementation of commitments,Tourism destination brand positioning steps,Any tourism destination has its own unique properties.The key problem is to
11、 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,un
12、iqueness and recognition.Extract the unique attributes of tourism attraction.,Constructing tourism destination brand-by using the method of value chain analysis,1.Identificating value contribution factor(or activity)2.Determining value contribution factor(or activity)system3.The connection and integ
13、ration of value contribution factor(or activity),With the brand value as the core,build the tourism destination brand value“chain”system,According to if the construction of tourism destination brand has value contribution factors:basic value elements&auxiliary elementsThe basic value elements identi
14、fication:1.Tourism attractions2.Tourism products3.Tourism destination4.Tourist facilities5.Tourist service personnel,With the brand value as the core,build the tourism destination brand value“chain”system,auxiliary elements identification:1.Destination government2.Ecological environment3.Residents o
15、f tourism destination4.Relevant laws and policies,Tourism destination brand design,Brand 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
16、 random and descriptive5.Lacalization and globalization strategy,6 principles of designing tourism destination,1.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 stand
17、ard can be exchanged coordinately6.Respect the customs,in accordance with the law,Tourism destination brand logo,Communication 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 log
18、o 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.,Tourism destination brand logo,Design principles and methods of brand logo:1.The design of brand logo should follow the adaptabil
19、ity,easy identification,beautifulness,and universality.2.The methods of brand logo design is the transformation of word and name,and graphic symbol and meaning.,The means of tourism destination brand communication,1.Advertisement2.Public relations3.Marketing communication4.Interpersonal communicatio
20、n,Optimal combination of brand communication media,The 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 informat
21、ion to each other.5.Pay attention to benefit maximum principle.,Study on the tourism destination life cycle,The 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 s
22、imilar stages of products.,Life cycle of tourism destination and tourism destination brand,Tourism 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
23、of the life cycle of tourism destination,tourism destination brand will experience multiple cycles.,Tourism destination brand extension,Brand 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
24、 be against the consumers psychology.5.Lead to the“seesaw”effect.,Tourism destination brand extension,The 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
25、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.,Key facto
26、rs affecting brand extension,1.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 f
27、actors of brand extension a.target market environment b.marketing ability,Tourism destination brand crisis management,Formation reasons:external/internal crisis and natural/human crisisShape:sudden crisis and gradual crisisDegree:serious damage crisis and minor damage crisis,How to deal with the cri
28、sis?,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
29、brand in the crisis4.Gain benefit from the crisis,Dilution-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 expos
30、ed yet.Do not provide crisis with any supporting materials.Send-initiative,Law of tourism destination brand protection,1.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 prote
31、ctionThree methods:Self reconciliationBe investigated by the business management departmentJudicial relief,The application of network technology in the tourism destination brand management,Tourism destination marketing systemTourism destination marketing system(Destination Marketing System,DMS),also
32、 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 touri
33、st 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.,The application of network technology in the tourism destination brand management,Analysis of DMSs competit
34、ive advantage1.Virtual market aggregation advantage of DMS2.The overall image of the publicity advantage3.Cyber source sharing advantage,Core opinions,1.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.,Danke！,
