森林公园旅游品牌塑造研究
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摘要
目前,森林公园旅游发展迅速,森林公园旅游市场的竞争已经从单纯的价格竞争、产品竞争,逐步过渡到了品牌竞争。然而大多数森林公园仍处于“有品无牌”的起步阶段,品牌价值弱,市场竞争力低。如何塑造品牌,提高品牌价值成为森林公园旅游发展的不二选择。但森林公园旅游品牌系统性的研究和品牌化发展还刚刚起步,大部分成果集中在对品牌意识的呼唤、品牌形象与策划的理论研究上。因此,对森林公园旅游品牌塑造的理论研究和实践应用就显得迫在眉睫。为了对森林公园品牌塑造进行全面的把握,本研究从品牌塑造要素、品牌塑造策略、品牌塑造价值评价以及品牌塑造维护等四个方面进行了系统研究,构建了基于选择成本和品牌信用的森林公园旅游品牌塑造框架,并以雾灵山森林公园为例进行了实证研究。本研究分为以下几个部分。
第一,论文第1章和第2章对既有的国内外研究成果进行分析、比较、归纳和总结,对森林公园品牌和品牌塑造所涉及的概念进行了梳理和科学的界定,规范了森林公园旅游品牌塑造概念的相互关系。在此基础上,创新性的提出“提高品牌信用度”的森林公园品牌塑造目标及其四大品牌属性,阐明了品类塑造在品牌塑造中的重要性,并得出了品牌塑造是以隐形要素为内涵,以显性要素为载体,以体验要素为核心的结论。
第二,论文第3章的品牌塑造要素研究从分析选择成本入手,运用旅游效用函数和hotelling模型,从供求两个角度构建了基于选择成本的森林公园品牌形成过程模型;基于旅游业的特殊性,修正品牌信用函数,分析其六大构成要素,构建了基于品类利益点、森林公园产品及服务、森林公园名称及标志等方面的森林公园品牌塑造锥形模型;最后形成了包含品类要素、品牌载体要素、品牌传播要素和品牌体验要素的品牌塑造要素框架。
第三,论文第4章的品牌塑造策略研究中,以品牌内涵分析为起点,从品类构建模式、品类塑造路径和品类塑造标准等层面,从竞争对手、旅游者需求和自身资源等角度,提出了品类塑造策略。在此基础上,研究了品牌载体、品牌传播、品牌体验策略,阐述了基于旅游者参与程度的森林公园品牌塑造路径,最终形成了森林公园旅游品牌塑造策略体系。
第四,论文第5章的品牌塑造价值评价研究中,确定了森林公园品牌价值评价的角度,从旅游者和经营者两个角度研究森林公园品牌价值的构成,提出品牌价值影响因素;从旅游者的角度,借鉴收益现值法,创新性地构建了品牌信用度价值评价模型,运用因子分析确定其指标权重,构建森林公园品牌价值评价体系;从“降低选择成本——提高选择效率——提高生产效率”的角度,确定了基于生产效率森林公园品牌价值定性评价体系;最终形成了系统的价值评价体系。第五,论文第6章的品牌塑造维护体系研究,按照合法性、权力性和紧急性等标准,提出了森林公园品牌塑造中的三类利益相关者,探讨了各个利益相关者之间的互动合作关系模式和博弈关系;并从森林公园商标注册角度分析其品牌保护措施,从旅游者接受程度阐述了品牌延伸要考虑到旅游者的认知,从不利事件角度阐述了品牌危机管理的品牌保护体系。
依据以上理论研究,论文第7章对河北省雾灵山森林公园旅游品牌塑造进行了系统实证研究。在研究中采用深度访谈、李克特量表和结构化问卷调查的方式来获取研究数据,运用质化研究方法、量化研究方法和定性研究方法法对雾灵山森林公园的品类、品牌符号载体、品牌价值等方面进行了实证研究。在对雾灵山森林公园品牌塑造现状分析的基础上,从森林公园品牌信用度角度计算其品牌价值,从生产效率的角度分析其品牌价值,认为其品牌塑造在游客贡献率角度塑造较弱,在资金和人员贡献率角度塑造较佳。对相关利益者进行分析,提出了政府、森林公园、旅游者三个方面的塑造策略,提出注册商标等品牌保护策略。既验证了所构建理论体系的科学性,又为雾灵山森林公园旅游品牌塑造实践指出了方向。
本文可能的创新点包括:一是从选择成本和品牌信用的角度,构建了森林公园旅游品牌塑造体系;二是构建了基于品牌信用度的森林公园旅游品牌价值定量评价模型;三是首次提出了森林公园品类利益点。
At present, forest park tourism is developing rapidly, and the market competition has gradually turned from the price, the product to the brand. While, most of forest parks just own the products but not the brands,and still stay in the initial stage where the brand values are weak and the competitiveness are low. So, building the brand to improv the brand’s value is sole choice for the forest park tourism. However, the relative systematic research and brand development just began, and the most achievements maily focused on the slogan of brand awareness and the theoretical research on brand image planning. Therefore, it is extremely urgent for forest park tourism to research the brand building and put them in the application. In order to grasp more comprehensively, it studies deeply on the brand building’s elements, the one’s strategy, the one’s value and the one’s maintenance, and constructs the framework of brand building of forest park tourism based on the choice cost and the brand credit, and makes an empirical study on Wuling Mountain Forest Park. The study is divided into the following sections:
Firstly, research and summ up the relative results at home and abroad, and scientifically define the concepts about forest park brand and brand building, at the same time, regulate their correlation. On the basis of the above, it puts forward creatively the target of raising brand credit degree and the brand attributes, clarifies the importance of the category building in the course of the brand one, and makes a conclusion that the invisible elements are connotation, the dominant elements are carrier and the experience elements are core.
Secondly, starting with the analysis of choice cost, using utility function and hotelling model, it builds the forming model of forest park brand based on the choice cost from the supply and demand. Taking the particularities of tourism into account, it modifies the brand credit function, analyzes the six elements, and builds the cone-shaped model from the benefits of category, the products and services, as well as the forest parks’names and logos. All the above lead to the framework system of brand building elements, including the category ones, the carrier ones, the communication ones and the experience ones.
Thirdly, proceeding with the analysis of the brand connotation, it puts forward the category shape strategies at the level of the category building model, the shaping paths and the standards from the angles of competitors, tourists’demands and the owning resource. After that, it researchs the brand carrier, the brand communication and the brand experience, and illustrates the shaping paths on account of tourists’attitudes, then presents the strategy system of the brand building of forest park.
Fourthly, it defines what constitutes the brand value of forest parks from two perspective of tourists and business operators, and presents brand value factors. Introducing income-value approach, it constructs the value evaluation system of brand credit degree from the views of tourists, and identifies the index weight using actor analysis. Afterwards, from the point of " reducing production cost-increasing the choice’s efficiency-improving the output ", it determines the brand qualitative evaluation based on the output and a more scientific and comprehensive double evaluation system.
Fifthly, in the studying of the brand building maintenance system, it ascertains the stakeholders of the brand building according to the legitimacy, authority and urgency, and discusses their interactive cooperation relationships and game relations. From the registered trademark, it analyses the brand protection measures, and presents the system of brand extension and the brand crisis management.
Finally, it makes an empirical study on Wuling Mountain Forest Park. The relative data was collected by utilizing depth interview, Likert test 5 points and structured questionnaire. The category, brand symbol carriers, tourists’basic characteristics and brand value of wuling mountain forest park were studied empirically with materialized, qualitative and quantitative research methods. On the basis of the current situation analysis, it calculates the brand value, and puts forward the brand shaping and brand protection strategies. The empirical study is not only the scientific test to the theoretical system but also the directions for Wuling Mountain .
This paper’s novel points may run as follows: First, constructing the system of brand building of forest park tourism based on the choice cost and the brand credit; second, forming the quantitative evaluation model of the tourism brand of forest park based on brand credit degree; third, the category benefits of forest park is put forward for the first time.
第一,论文第1章和第2章对既有的国内外研究成果进行分析、比较、归纳和总结,对森林公园品牌和品牌塑造所涉及的概念进行了梳理和科学的界定,规范了森林公园旅游品牌塑造概念的相互关系。在此基础上,创新性的提出“提高品牌信用度”的森林公园品牌塑造目标及其四大品牌属性,阐明了品类塑造在品牌塑造中的重要性,并得出了品牌塑造是以隐形要素为内涵,以显性要素为载体,以体验要素为核心的结论。
第二,论文第3章的品牌塑造要素研究从分析选择成本入手,运用旅游效用函数和hotelling模型,从供求两个角度构建了基于选择成本的森林公园品牌形成过程模型;基于旅游业的特殊性,修正品牌信用函数,分析其六大构成要素,构建了基于品类利益点、森林公园产品及服务、森林公园名称及标志等方面的森林公园品牌塑造锥形模型;最后形成了包含品类要素、品牌载体要素、品牌传播要素和品牌体验要素的品牌塑造要素框架。
第三,论文第4章的品牌塑造策略研究中,以品牌内涵分析为起点,从品类构建模式、品类塑造路径和品类塑造标准等层面,从竞争对手、旅游者需求和自身资源等角度,提出了品类塑造策略。在此基础上,研究了品牌载体、品牌传播、品牌体验策略,阐述了基于旅游者参与程度的森林公园品牌塑造路径,最终形成了森林公园旅游品牌塑造策略体系。
第四,论文第5章的品牌塑造价值评价研究中,确定了森林公园品牌价值评价的角度,从旅游者和经营者两个角度研究森林公园品牌价值的构成,提出品牌价值影响因素;从旅游者的角度,借鉴收益现值法,创新性地构建了品牌信用度价值评价模型,运用因子分析确定其指标权重,构建森林公园品牌价值评价体系;从“降低选择成本——提高选择效率——提高生产效率”的角度,确定了基于生产效率森林公园品牌价值定性评价体系;最终形成了系统的价值评价体系。第五,论文第6章的品牌塑造维护体系研究,按照合法性、权力性和紧急性等标准,提出了森林公园品牌塑造中的三类利益相关者,探讨了各个利益相关者之间的互动合作关系模式和博弈关系;并从森林公园商标注册角度分析其品牌保护措施,从旅游者接受程度阐述了品牌延伸要考虑到旅游者的认知,从不利事件角度阐述了品牌危机管理的品牌保护体系。
依据以上理论研究,论文第7章对河北省雾灵山森林公园旅游品牌塑造进行了系统实证研究。在研究中采用深度访谈、李克特量表和结构化问卷调查的方式来获取研究数据,运用质化研究方法、量化研究方法和定性研究方法法对雾灵山森林公园的品类、品牌符号载体、品牌价值等方面进行了实证研究。在对雾灵山森林公园品牌塑造现状分析的基础上,从森林公园品牌信用度角度计算其品牌价值,从生产效率的角度分析其品牌价值,认为其品牌塑造在游客贡献率角度塑造较弱,在资金和人员贡献率角度塑造较佳。对相关利益者进行分析,提出了政府、森林公园、旅游者三个方面的塑造策略,提出注册商标等品牌保护策略。既验证了所构建理论体系的科学性,又为雾灵山森林公园旅游品牌塑造实践指出了方向。
本文可能的创新点包括:一是从选择成本和品牌信用的角度,构建了森林公园旅游品牌塑造体系;二是构建了基于品牌信用度的森林公园旅游品牌价值定量评价模型;三是首次提出了森林公园品类利益点。
At present, forest park tourism is developing rapidly, and the market competition has gradually turned from the price, the product to the brand. While, most of forest parks just own the products but not the brands,and still stay in the initial stage where the brand values are weak and the competitiveness are low. So, building the brand to improv the brand’s value is sole choice for the forest park tourism. However, the relative systematic research and brand development just began, and the most achievements maily focused on the slogan of brand awareness and the theoretical research on brand image planning. Therefore, it is extremely urgent for forest park tourism to research the brand building and put them in the application. In order to grasp more comprehensively, it studies deeply on the brand building’s elements, the one’s strategy, the one’s value and the one’s maintenance, and constructs the framework of brand building of forest park tourism based on the choice cost and the brand credit, and makes an empirical study on Wuling Mountain Forest Park. The study is divided into the following sections:
Firstly, research and summ up the relative results at home and abroad, and scientifically define the concepts about forest park brand and brand building, at the same time, regulate their correlation. On the basis of the above, it puts forward creatively the target of raising brand credit degree and the brand attributes, clarifies the importance of the category building in the course of the brand one, and makes a conclusion that the invisible elements are connotation, the dominant elements are carrier and the experience elements are core.
Secondly, starting with the analysis of choice cost, using utility function and hotelling model, it builds the forming model of forest park brand based on the choice cost from the supply and demand. Taking the particularities of tourism into account, it modifies the brand credit function, analyzes the six elements, and builds the cone-shaped model from the benefits of category, the products and services, as well as the forest parks’names and logos. All the above lead to the framework system of brand building elements, including the category ones, the carrier ones, the communication ones and the experience ones.
Thirdly, proceeding with the analysis of the brand connotation, it puts forward the category shape strategies at the level of the category building model, the shaping paths and the standards from the angles of competitors, tourists’demands and the owning resource. After that, it researchs the brand carrier, the brand communication and the brand experience, and illustrates the shaping paths on account of tourists’attitudes, then presents the strategy system of the brand building of forest park.
Fourthly, it defines what constitutes the brand value of forest parks from two perspective of tourists and business operators, and presents brand value factors. Introducing income-value approach, it constructs the value evaluation system of brand credit degree from the views of tourists, and identifies the index weight using actor analysis. Afterwards, from the point of " reducing production cost-increasing the choice’s efficiency-improving the output ", it determines the brand qualitative evaluation based on the output and a more scientific and comprehensive double evaluation system.
Fifthly, in the studying of the brand building maintenance system, it ascertains the stakeholders of the brand building according to the legitimacy, authority and urgency, and discusses their interactive cooperation relationships and game relations. From the registered trademark, it analyses the brand protection measures, and presents the system of brand extension and the brand crisis management.
Finally, it makes an empirical study on Wuling Mountain Forest Park. The relative data was collected by utilizing depth interview, Likert test 5 points and structured questionnaire. The category, brand symbol carriers, tourists’basic characteristics and brand value of wuling mountain forest park were studied empirically with materialized, qualitative and quantitative research methods. On the basis of the current situation analysis, it calculates the brand value, and puts forward the brand shaping and brand protection strategies. The empirical study is not only the scientific test to the theoretical system but also the directions for Wuling Mountain .
This paper’s novel points may run as follows: First, constructing the system of brand building of forest park tourism based on the choice cost and the brand credit; second, forming the quantitative evaluation model of the tourism brand of forest park based on brand credit degree; third, the category benefits of forest park is put forward for the first time.
引文
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