旅途突围
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摘要
21世纪,品牌的时代。
随着全球经济一体化的到来,从西方发达国家兴起的竞争力理论强调城市管理的竞争优势战略,使得城市间的竞争更加激烈。新兴产业——城市旅游业在城市品牌竞争和形象塑造方面备受瞩目,定位于城市旅游业已成为诸多城市提升竞争力的依托之一。审视现代城市旅游规划领域,虽然已具备一定的理论与实践基础,但是城市景观规划师们大多只是在本学科领域范围内对旅游城市的审美形象、空间组织、旅游消费行为方式进行梳理,从商业管理、战略营销、提升城市竞争力的角度对城市旅游业进行景观规划的研究相对还处于起步阶段,相关研究成果较少。交叉学科理论的运用和耦合力度不够从而导致城市品牌的资源整合与设计领域相对脱节。诸如区域资源浪费、景区品牌打造根基性不强和城市旅游特色异质性不凸显等问题。同时我国的许多城市把旅游资源开发的重点放在了一些自然景观和历史文化古迹、民俗风情上,但是,拥有高品位的自然景观、历史文化古迹和独特民俗风情的城市毕竟是少数,所以资源品牌范围很狭窄、景区地域特色挖掘力度不足。为了有效解决此类问题,在竞争力研究日益加剧的背景下,笔者在城市旅游规划设计的初始阶段引入品牌战略思想,规范景区开发的资源整合过程;将城市旅游品牌资源视角放开,从资源配置、城市旅游形象塑造、城市旅游品牌的形成、旅游消费结构的影响、经济和环境的作用等方面详尽探讨城市旅游产业品牌化的管理与开发。同时文章注重研究内容的可操作性,文章以河南省许昌市都市旅游目的地品牌营销与实践研究为案例,作为实际操作平台展开研究。将城市竞争力品牌理论结合到实际操作中进行相应的延伸和演绎。
21 centuries, ages of brand.
As the arrival of global economic integration, the theories of competitiveness rose from developed countries emphasize the competitive advantage strategy of city management, and thus make the intercity competition more vigorous. The newly arisen industry-city tourism industry enters the competition of city brands and became the star of building the image of the city, many cities have relied on city tourism to promote its competition ability. Although the realm of modern city tourism programming has already had certain theories and practice foundation, the urban landscape designers mostly just lay out the aesthetic image of cities for touring, space organization, consumption behavior in tours within the scope of this academics realm to tour. And lack of research to the city tourism and landscape planning in the view of business management, strategic marketing, promotion of competition ability.
The usage of inferior academics theories and lack of cooperation disjoint the resource integeration of the city brand with the design realm. Such as the waste of resources in districts, the weak basis of creating landscape brands, and lack of special features in city tourism…etc. In the meantime, many cities in the our country put the point of developing tour resources development at some of the city, but there aren’t many cities that owns high-qualitied natural landscapes historical cultural heritages and folk flavors, so the scope of resource brand is very narrow, with weak strength on developing the special features of landscape areas. For resolving this kind of problem effectively, under the background that competition ability study gets more and more important, the writer lead the thoughts of brand strategy into the beginning stage of urban tourism planning and design, set norms for the integration process of resources in landscape development view area the resources of the development integrate process; widen the view on resources of city tourism brands, give thorough discussion on management of city tourism brand, in aspects such as resource collocation, creating image of city tourism, forming or city tourism brand, influences made by structure of tourism consumption, function of economy and environment…etc. On the other hand, the article pays attention to maneuverability of the research contents, get successful experienced mode of developing tourism brand resources in different types by comparing the tourism strategy developments of several famous cities in our country. Then extend and illuminate the theory of city competition ability, related to practical operation, and with the case of the brand management and practical research of the traveling destination Xu Chang, Henan province as a practical operational platform for carry out further researches, actions actual operate the terrace launch a research.The city competition ability brand theories combine to physically in operation carry on correspond of extension with deduce.
随着全球经济一体化的到来,从西方发达国家兴起的竞争力理论强调城市管理的竞争优势战略,使得城市间的竞争更加激烈。新兴产业——城市旅游业在城市品牌竞争和形象塑造方面备受瞩目,定位于城市旅游业已成为诸多城市提升竞争力的依托之一。审视现代城市旅游规划领域,虽然已具备一定的理论与实践基础,但是城市景观规划师们大多只是在本学科领域范围内对旅游城市的审美形象、空间组织、旅游消费行为方式进行梳理,从商业管理、战略营销、提升城市竞争力的角度对城市旅游业进行景观规划的研究相对还处于起步阶段,相关研究成果较少。交叉学科理论的运用和耦合力度不够从而导致城市品牌的资源整合与设计领域相对脱节。诸如区域资源浪费、景区品牌打造根基性不强和城市旅游特色异质性不凸显等问题。同时我国的许多城市把旅游资源开发的重点放在了一些自然景观和历史文化古迹、民俗风情上,但是,拥有高品位的自然景观、历史文化古迹和独特民俗风情的城市毕竟是少数,所以资源品牌范围很狭窄、景区地域特色挖掘力度不足。为了有效解决此类问题,在竞争力研究日益加剧的背景下,笔者在城市旅游规划设计的初始阶段引入品牌战略思想,规范景区开发的资源整合过程;将城市旅游品牌资源视角放开,从资源配置、城市旅游形象塑造、城市旅游品牌的形成、旅游消费结构的影响、经济和环境的作用等方面详尽探讨城市旅游产业品牌化的管理与开发。同时文章注重研究内容的可操作性,文章以河南省许昌市都市旅游目的地品牌营销与实践研究为案例,作为实际操作平台展开研究。将城市竞争力品牌理论结合到实际操作中进行相应的延伸和演绎。
21 centuries, ages of brand.
As the arrival of global economic integration, the theories of competitiveness rose from developed countries emphasize the competitive advantage strategy of city management, and thus make the intercity competition more vigorous. The newly arisen industry-city tourism industry enters the competition of city brands and became the star of building the image of the city, many cities have relied on city tourism to promote its competition ability. Although the realm of modern city tourism programming has already had certain theories and practice foundation, the urban landscape designers mostly just lay out the aesthetic image of cities for touring, space organization, consumption behavior in tours within the scope of this academics realm to tour. And lack of research to the city tourism and landscape planning in the view of business management, strategic marketing, promotion of competition ability.
The usage of inferior academics theories and lack of cooperation disjoint the resource integeration of the city brand with the design realm. Such as the waste of resources in districts, the weak basis of creating landscape brands, and lack of special features in city tourism…etc. In the meantime, many cities in the our country put the point of developing tour resources development at some of the city, but there aren’t many cities that owns high-qualitied natural landscapes historical cultural heritages and folk flavors, so the scope of resource brand is very narrow, with weak strength on developing the special features of landscape areas. For resolving this kind of problem effectively, under the background that competition ability study gets more and more important, the writer lead the thoughts of brand strategy into the beginning stage of urban tourism planning and design, set norms for the integration process of resources in landscape development view area the resources of the development integrate process; widen the view on resources of city tourism brands, give thorough discussion on management of city tourism brand, in aspects such as resource collocation, creating image of city tourism, forming or city tourism brand, influences made by structure of tourism consumption, function of economy and environment…etc. On the other hand, the article pays attention to maneuverability of the research contents, get successful experienced mode of developing tourism brand resources in different types by comparing the tourism strategy developments of several famous cities in our country. Then extend and illuminate the theory of city competition ability, related to practical operation, and with the case of the brand management and practical research of the traveling destination Xu Chang, Henan province as a practical operational platform for carry out further researches, actions actual operate the terrace launch a research.The city competition ability brand theories combine to physically in operation carry on correspond of extension with deduce.
引文
[1]彭兆荣,旅游人类学,民族出版社,2004.12.
[2]崔延南,旅游文化新视野:第四次中国旅游文化学术研讨会文集,中国旅游出版社.
[3]陈琳等,旅游可持续发展承载力,云南大学出版社,2005.8.
[5]俞晟,城市旅游与城市游憩学,华东师范大学出版社,2003.8.
[6]保继刚,城市旅游:原理?案例,南开大学出版社,2004.
[7]杨振之,旅游原创策划,四川大学出版社,2005(6).
[8]李柏槐,旅游市场学,四川大学出版社,2001(10).
[9]李津逵,城市经营的1O大抉择,海天出版社,2002.
[10]彭绍坚,旅游区项目策划与管理实务,海天出版社,2003(5).
[11]李蕾蕾,旅游地形象策划:理论与实务,广东旅游出版社, 1999(11).
[12]罗明义,旅游经济学:分析方法?案例子,南开大学出版社, 2005.1.
[13]张广瑞, 2002—2004年中国旅游发展:分析与预测,社会科学文献出版社, 2003(12).
[14]马勇,WTO与中国旅游产业发展新论,科学出版社, 2003(8).
[15]国家旅游局课题组,国家发展和改革委员会课题组,中国旅游就业目标体系与战略措施研究,中国旅游出版社, 2004(5).
[16]广西壮族自治区旅游局,旅游业对国民经济贡献率研究,中国旅游出版社, 2004.
[17]魏小安,旅游热点问题实说,中国旅游出版社, 2004(1).
[18]国家信息中心中国经济信息网,CEI中国行业发展报告--旅游业,中国经济出版社, 2004(4).
[19]张广瑞,魏小安,2003-2005年中国旅游发展分析与预测,社会科学文献出版社, 2005(5).
[20]史晓明,旅游产品设计与经营:一本关于游人?游客?旅游者的书,中国建筑工业出版社, 2004(2).
[21]杨振之,旅游资源开发与规划,四川大学出版社.
[22]杨寿川,云南民族文化旅游资源开发研究,中国社会科学出版社2004(3).
[23]史晓明,旅游产品设计与经营:一本关于游人?游客?旅游者的书,中国建筑工业出版社, 2004(2).
[24]李悦铮,区域旅游市场发展演化机理及开发,旅游教育出版社, 2005(5).
[25]吴广孝,旅游广告实务,复旦大学出版社,
[26]马勇,王春雷,旅游市场营销管理,广东旅游出版社,2002(6).
[27]钟海生,中国旅游市场需求与开发,立信会计出版社, 2001(6).
[28]李力,章蓓蓓,旅游与酒店业市场营销,辽宁科学技术出版社,2001(1).
[29]李柏槐,旅游市场学,四川大学出版社,2001(10).
[30]汤明,旅游资源概念的重新诊释,成都:旅游文化报,1995.
[31]唐留雄,旅游开发中的几个问题,合肥:财贸研究,1995.
[32]薛群慧,张晓萍,浅析民俗旅游资源的开发[J].云南民族学院学报,1997,(4): pp21-24.
[33]李天元,市场定位还是形象定位—旅游企业市场营销中的定位问题[J].旅游学刊,2001.
[34]毛金凤,旅游市场的特点与市场定位[J].沈阳:辽宁教育学院学报,1999,(4): pp22-24.
[35]田里,旅游度假区的市场定位与开发方向[J].昆明:思想战线,1998,(6): pp28-32.
[2]崔延南,旅游文化新视野:第四次中国旅游文化学术研讨会文集,中国旅游出版社.
[3]陈琳等,旅游可持续发展承载力,云南大学出版社,2005.8.
[5]俞晟,城市旅游与城市游憩学,华东师范大学出版社,2003.8.
[6]保继刚,城市旅游:原理?案例,南开大学出版社,2004.
[7]杨振之,旅游原创策划,四川大学出版社,2005(6).
[8]李柏槐,旅游市场学,四川大学出版社,2001(10).
[9]李津逵,城市经营的1O大抉择,海天出版社,2002.
[10]彭绍坚,旅游区项目策划与管理实务,海天出版社,2003(5).
[11]李蕾蕾,旅游地形象策划:理论与实务,广东旅游出版社, 1999(11).
[12]罗明义,旅游经济学:分析方法?案例子,南开大学出版社, 2005.1.
[13]张广瑞, 2002—2004年中国旅游发展:分析与预测,社会科学文献出版社, 2003(12).
[14]马勇,WTO与中国旅游产业发展新论,科学出版社, 2003(8).
[15]国家旅游局课题组,国家发展和改革委员会课题组,中国旅游就业目标体系与战略措施研究,中国旅游出版社, 2004(5).
[16]广西壮族自治区旅游局,旅游业对国民经济贡献率研究,中国旅游出版社, 2004.
[17]魏小安,旅游热点问题实说,中国旅游出版社, 2004(1).
[18]国家信息中心中国经济信息网,CEI中国行业发展报告--旅游业,中国经济出版社, 2004(4).
[19]张广瑞,魏小安,2003-2005年中国旅游发展分析与预测,社会科学文献出版社, 2005(5).
[20]史晓明,旅游产品设计与经营:一本关于游人?游客?旅游者的书,中国建筑工业出版社, 2004(2).
[21]杨振之,旅游资源开发与规划,四川大学出版社.
[22]杨寿川,云南民族文化旅游资源开发研究,中国社会科学出版社2004(3).
[23]史晓明,旅游产品设计与经营:一本关于游人?游客?旅游者的书,中国建筑工业出版社, 2004(2).
[24]李悦铮,区域旅游市场发展演化机理及开发,旅游教育出版社, 2005(5).
[25]吴广孝,旅游广告实务,复旦大学出版社,
[26]马勇,王春雷,旅游市场营销管理,广东旅游出版社,2002(6).
[27]钟海生,中国旅游市场需求与开发,立信会计出版社, 2001(6).
[28]李力,章蓓蓓,旅游与酒店业市场营销,辽宁科学技术出版社,2001(1).
[29]李柏槐,旅游市场学,四川大学出版社,2001(10).
[30]汤明,旅游资源概念的重新诊释,成都:旅游文化报,1995.
[31]唐留雄,旅游开发中的几个问题,合肥:财贸研究,1995.
[32]薛群慧,张晓萍,浅析民俗旅游资源的开发[J].云南民族学院学报,1997,(4): pp21-24.
[33]李天元,市场定位还是形象定位—旅游企业市场营销中的定位问题[J].旅游学刊,2001.
[34]毛金凤,旅游市场的特点与市场定位[J].沈阳:辽宁教育学院学报,1999,(4): pp22-24.
[35]田里,旅游度假区的市场定位与开发方向[J].昆明:思想战线,1998,(6): pp28-32.