上海旅游节的品牌创新与探讨

论文编号:LY078   论文字数:10939,页数:20

上海旅游节的品牌创新与探讨
摘    要
 上海旅游节是上海三大节事活动之一，也是中国比较有影响力的旅游节事活动。在举办二十一年来，为上海旅游业的发展做出了很大的贡献，取得了良好的经济和社会效益。但是目前上海旅游节品牌的知名度仍然较低，同时由于高素质专业节庆人才的缺乏，严重制约着上海旅游节的进一步发展。因此研究如何解决这些问题，通过品牌创新提高其影响力，对促进上海旅游节进一步做大做强具有十分重要的意义，本文通过文献研究法、数理统计法、实地调查法等常用科研方法，分析了上海旅游节品牌的内涵和价值，对上海旅游节进行了SWOT分析，明确了上海旅游节的优势、劣势、机会和威胁，最后得出上海旅游节应通过建立专业的节事经营与管理队伍、注意品牌化进程中的维护与改进、合理化配置设施资源来弥补自身的劣势和不足，进而通过加深品牌文化深度的建设、进一步突出节庆要素的亮点、针对客源市场进一步明确自己的品牌定位来进行品牌的创新。
关键词：上海旅游节；品牌；SWOT；节庆

Brand Innovation and Discussion of Shanghai Tourism Festival
ABSTRACT
 Shanghai Tourism Festival is not only one of the three Festival events in Shanghai, but also more influential in China's Tourism Festival activities. Twenty-one years in organizing, the development of the tourism industry in Shanghai has made great contributions, and achieved good economic and social benefits. But the current brand awareness of Shanghai Tourism Festival is still low, and because of the lack of high-quality professional talent festival, seriously restricting the further development of the Shanghai Tourism Festival. Therefore, to study how to solve these problems, through brand innovation to improve its influence in promoting the Shanghai Tourism Festival is very important to further enlarge and strengthen the significance of this paper, literature research, statistics, field survey and other commonly used scientific research methods, analysis the Shanghai Tourism Festival brand meaning and value of the Shanghai Tourism Festival was SWOT analysis, clearly the Shanghai Tourism Festival of the strengths, weaknesses, opportunities and threats, and finally come to Shanghai Tourism Festival to be through the establishment of a professional festival management and management team , pay attention to the process of brand maintenance and improvement, rationalization of resources to cover their own facilities, the disadvantages and shortcomings, and thus enhance the brand through the construction of cultural depth, and further highlight the festive elements of the bright spots for the tourist market to further clarify its brand positioning to the brand of innovation.  Key words:Shanghai Tourism Festival; Brand; SWOT; Festival

目  录

1绪论 1
1.1研究背景 1
1.2研究意义 3
2上海旅游节的品牌概况 4
2.1上海旅游节的品牌内涵 4
2.2上海旅游节的品牌价值 5
3 上海旅游节品牌创新的必要性 7
3.1上海旅游节的SWOT分析 7
3.2上海旅游节实际操作中存在的问题 11
3.3 国外著名节庆分析——荷兰花车游行 12
4上海旅游节品牌化创新的对策 13
4.1节庆旅游产品的创新 13
4.2组织运作与操作改善 13
5结论 15
致谢： 16

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