从柘林湖到庐山西海：景区主副品牌经营战略的创新

如何通过在景区实施主副品牌战略,克服遮蔽效应和跨行政边界开发受阻的问题,实现＂边界共生＂、＂邻里共荣＂,是目前诸多景区面临的难题。以阐述精品景区诞生产生的外部效应为切入点,借鉴国内日用消费品实施主副品牌战略的成功实践,提出了景区经营实施主副品牌的战略构想和理论依据,并以＂柘林湖＂更名为＂庐山西海＂为例,对景区实施主副品牌的做法进行分析总结,指出了景区实施主副品牌战略及其需要注意的问题,以期能对中国景区的经营实践有所启示。

From Zhelin Lake to Mt.Lushan West Sea: the Innovation of Operation Strategies about Dominant-secondary Brand in Scenic Zones

How to overcome the shading effect and the scenic zone development hindrance of cross-administration boundaries by the implementation of dominant-secondary brand strategy,to realize boundary symbiosis and the neighborhood co-prosperity,is the issue which many scenic zones face recently.Based on the external effects of scenic zones,this paper draws on the successful practice of dominant-secondary brand strategy on domestic goods for everyday consumption and puts forward the strategic outline and theoretical ...