摘要
在对旅游商品研究文献进行综述的基础上,针对泉州市森林公园旅游商品的开发与品牌建设的现状,构建了一个由核心旅游商品、辅助旅游商品和扩张旅游商品等3个层次组成的森林旅游商品品牌体系,并提出了环境培育、品牌创新、结构优化、品牌促销和品牌管理等5方面的旅游商品名牌战略实施对策。
Firstly, this paper reviews the domestic and foreign research literature of the tourism commodity and analyzes the present situation foundation of it in forest park in Quanzhou city. Secondly, this paper constructs a organic and comprehensive brand system for forest park in Quanzhou, including core brand, auxiliary brand and developing brand. Finally, this paper puts forward some concrete countermeasures to implement the brand strategy successfully for the development of forest tourism in Quanzhou city, which includes five aspects： environment cultivation, brand innovation, structure optimization, brand marketing and brand management.
出处
《林业经济问题》
北大核心
2008年第6期526-529,共4页
Issues of Forestry Economics
基金
福建省科技重点资助项目(20070048)
关键词
森林公园
旅游商品
品牌体系
泉州市
forest park
tourism commodity
brand system
Quanzhou city
