基于logistic增长模型的黄山风景区品牌演化分析

旅游景区品牌塑造的优劣日益成为景区能否巩固和拓展市场、取得利润的保证。以黄山风景区为例,运用logistic增长模型对其品牌演化进行定量模拟预测,判断其品牌演化所处阶段,针对各阶段,结合黄山风景区旅游大事记及其品牌管理、营销措施,从资源特色、管理模式创新、品牌形象宣传等方面进一步分析和归纳推动黄山风景区品牌演化的核心动力因素,为政府和营销者进一步提升黄山风景区品牌力,在制定营销方案和策略方面提供一定参考。

Analysis of the Huangshan Mountain Scenic Spot Brand Based on Logistic Equation

The quality of a scenic spot brand building is increasingly becaming scenic zone consolidation,expanding markets and guarantee of profits.Taking Huangshan mountain scenic as an example,the paper makes a quantitative prediction of the evolutionary life cycle of its brand by adopting logistic equation, to determine the stage of evolution of its brand.Combined Huangshan mountain scenic spot tourism events and brand management and marketing,from the angle of resource characteristics,management innovation,brand image advertising,product structure adjustment,the key factor which promotes the development of Huangshan mountain scenic spot brand has been analyzed and summarized in the paper.Countermeasures and suggestions about marketing program and strategies are provided that the government and the marketers in the future can enhance the brand power of Huangshan mountain scenic area.