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论文编号：	6096
作者编号：	2220120401
上传时间：	2013/12/27 9:54:30
中文题目：	成吉思汗陵文化旅游区品牌定位研究
英文题目：	cheng ji si han ling wen hua lǚ you qu pin pai ding wei yan jiu
指导老师：	白长虹
中文关键字：	成吉思汗陵;品牌策略;品牌定位;定位理论
英文关键字：	Mausoleum of Genghis Khan; Brand Strategy; Brand Positioning; Positioning Theory
中文摘要：	在世界经济一体化的今天，大多数国家和地区已普遍形成买方市场。企业提供的商品或服务呈高度同质化，在同类商品中顾客拥有极大的选择空间，引发了企业间获取顾客青睐的激烈争夺，这种争夺最终以代表商品的品牌来体现。因为顾客往往只根据对“品牌”的印象和忠诚度进行消费，因而企业竞争优势的获得和保持最终通过品牌的定位来体现。品牌定位就是让品牌在消费者的心目中占据最有利的位置，使品牌成为某个类别或某种特性的代表品牌。这样当消费者产生相关需求时，便会将定位品牌作为首选。品牌定位是任何品牌创建的基础与核心，一个企业必须有一个结构清晰的品牌定位。品牌定位就是要在顾客心智中占一定的位置，要进行品牌定位的决策，就必须先对旅客的思考模式有一定的了解。核心思想在于“定位不在商品本身，而在顾客心底”。成功的品牌都有一个特征，就是以一种始终如一的形式将品牌的功能与消费者的心理需要连接起来，走到消费者的心理去，站在他们的角度思考。通过这种方式将品牌定位信息准确传达给消费者，最终要建立对目标人群最有吸引力的竞争优势，并通过一定的手段将这种竞争的优势传达给消费者转化为消费者的心理认识。情感利益定位策略是将人类情感中的关怀、牵挂、思念、温暖、怀旧、爱等情感内涵融入品牌，使消费者在购买、使用产品的过程中获得这些情感体验，从而唤起消费者内心深处的认同和共鸣，最终获得对品牌的喜爱和忠诚。成吉思汗陵采用理念定位的策略就容易树立起令公众产生好感的形象，藉此提高品牌的价值，光大品牌形象。与消费者建立长期的、稳固的关系。当消费者可以真正感受到品牌优势和特征，并且被品牌的独特个性所吸引时，品牌与消费者之间建立长期、稳固的关系就成为可能。 1997年美国营销学者Walker.Chip首次提出了“品牌核心价值”。他认为品牌核心价值是一个品牌的灵魂，它是品牌资产的主体部分，它让消费者明确清晰地识别并记住品牌的利益点与个性，是驱动消费者认同、喜欢乃至爱上一个品牌的主要力量。一个品牌要区别于竞争品牌，必须拥有独特的核心价值，品牌的核心价值是品牌的DNA，它是企业欲传达给消费者的一种独特价值主张、一种个性、一种承诺，这种核心价值事实上是指企业为目标消费者所带来的独特利益。所以自我表达利益定位策略通过表现品牌的某种独特形象和内涵，让品牌成为消费者表达个人价值观、审美情趣、自我个性、生活品味、心里期待的一种载体和媒介，使消费者获得一种自我满足和自我陶醉的快乐感觉。核心价值是品牌的终极追求，是一个品牌营销传播活动的中心，即企业的一切价值活动都要围绕品牌核心价值展开，并丰满和强化品牌核心价值。当旅客对文化旅游品牌的需求不再局限于商品功能本身的时候，围绕品牌而产生的附属价值成了旅客购买品牌的主要理由。品牌是成吉思汗陵经营战略的核心部分，在成为价值性品牌之前，旅游景点重视其对社会产生的价值的认识和传播。品牌战略管理的中心工作就是清晰地规划勾勒出品牌的核心价值，并且在以后的十年、二十年，乃至上百年的品牌建设过程中，始终不渝地坚持这个核心价值。只有在漫长的岁月中以非凡的定力去做到这一点，不会被风吹草动所干扰，让品牌的每一次营销活动、每一分广告费都为品牌作加法，起到向消费者传达核心价值或提示消费者联想到核心价值的作用，久而久之，核心价值就会在消费者大脑中烙上深深的烙印，并成为品牌对消费者最具有感染力的内涵。这正是企业品牌定位战略与定位策略所追求的。成吉思汗陵确定自己的目标消费群体以后，还必须对目标消费群进行进一步的分析，对目标消费群体的生活方式、价值观、消费观念、审美观念进行广泛的定性调查，以确定新的定位策略。创造品牌核心价值。成功的品牌定位可以充分体现品牌的独特个性、差异化优势，这正是品牌的核心价值所在。著名品牌战略专家翁向东认为，品牌核心价值是一个品牌的灵魂所在，是消费者喜欢乃至爱上一个品牌的主要力量。品牌核心价值是品牌定位中最重要的部分，它与品牌识别体系共同构成了一个品牌的独特定位。品牌的定位是随环境和时间而不断发展，不可能一蹴而就，在企业发展过程中，企业面对新的市场环境和不同文化与社会背景的旅客，原有定位也可能变得不再适应，需要品牌重新定位为企业发展新市场提供决策依据。面临着市场中的行业领导者或行业追随者的竞争，避免被动挨打，品牌定位是为企业竞争塑造竞争优势的重要途径。企业品牌的初次定位并不见得是十全十美的，往往有这样那样的缺陷，或者是传播的困难使原有定位不能如预期的那样被顾客所接受，或者是定位在顾客心目中开辟了一席之地，但无法实现市场占有率和利润，此时品牌初次定位的效果评价和品牌的重新定位势在必行。可见，品牌的重新定位具有重要的实践价值和现实意义。综上所述：成功的品牌定位可以充分体现品牌的独特个性、差异化优势，这正是品牌的核心价值所在。因而，为了企业能够树立一个具有长久生命力的强势品牌，从一开始就应该建立和实施品牌定位战略，为日后的品牌经营打下坚实的基础。本研究将结合品牌理论、定位理论，对国内外学者对品牌定位领域的研究进行理论回顾的基础上，然后试图对鄂尔多斯市成吉思汗陵的品牌初次定位的效果进行评估进而找出成吉思汗陵品牌重新定位和初次定位的差异来对成吉思汗陵品牌定位的策略、工具和流程进行一些探索性研究。 关键词：成吉思汗陵；品牌策略；品牌定位；定位理论
英文摘要：	In today's world economic integration, most countries and regions have generally formed a buyer's market. Companies to provide goods or services are highly homogenized, in similar products in the customers have great choice space, sparked violent competition between enterprises to obtain customers fall, the final score on behalf of the commodity brand to reflect. Because customers often only according to the impression of "brand" and loyalty to consume, and thus obtain and maintain competitive advantages in the end through brand positioning. Brand positioning is to make the brand in the minds of consumers to occupy the advantageous position, make the brand become a category or a feature on behalf of the brand. Related requirements, such as consumers, positioning the brand will be in the first place. Brand positioning is the foundation of any brand creation with the core, an enterprise must have a clear brand positioning structure. Brand positioning is to account for a certain position in customers mind, must carry on the brand positioning of the decision, you must first thinking mode has certain understanding to passengers. Core idea is "positioning is not in the goods itself, and in the customer heart". Successful brand has a characteristics, that is, in the form of a constant to the function of the brand and the psychological needs of consumers, and go to the consumer's psychology, stood in the way they think. This way to accurately convey the brand positioning information to consumers, eventually to build a most attractive to target groups of the competitive advantage, and through certain means to convey the competitive advantage to customers into consumers' psychological cognition.Emotional interests positioning strategy is to concern of human feelings and warm, nostalgia, love, caring, emotional connotation into such as brand, make consumers in the purchase and use products in the process of the emotional experience, so as to arouse deep in the hearts of consumers' identity and resonance, eventually get love, and loyalty of brand. Genghis khan mausoleum USES the concept of positioning strategy is easy to set up the public image of warm, thereby improve the value of the brand, build brand image. Establish long-term, stable relationships with customers. When consumers can really feel the brand advantages and characteristics, and are attracted to brand's unique personality, to establish long-term, stable relationships between brands and consumers as possible. In 1997, the U.S. marketing scholars Walker. The Chip for the first time put forward the core value of "brand". He thinks that the core value of brand is the soul of a brand, it is the main part of the brand equity, it let consumers clearly identify clearly and remember the brand of interest points and the individuality, is driving consumer identity, like and even fall in love with a brand of main strength. A brand is to distinguish it from brand competition, must have a unique core value, the core value of the brand is a brand of DNA, it is the enterprise wants to convey to consumers a unique value proposition, a personality, a promise, the core value in fact refers to the unique interests brought by the enterprise to target consumers.So self expression interests by certain unique performance brand image positioning strategy and the connotation, make brand consumers express personal values, aesthetic temperament and interest, self personality and life taste, the in the mind looking forward to a carrier and the media, consumers get a self satisfaction and narcissism of happy feeling.Core values is the ultimate pursuit of brand, is the center of a brand marketing communication activities, that is all the value activities of enterprise should be built around the core value of brand, and plump and strengthen the core value of brand. When the passenger demand for cultural tourism brand is no longer limited to the function of goods itself, around the brand and the subsidiary has become the main reason why the passenger buy brand value. Brand is the core part of the business strategy of genghis khan mausoleum, before becoming useful brand, tourist attractions attaches great importance to the understanding of the value of the society and spread. The center of the brand strategy management work is clearly planning outline of the core value of brand, and in the next ten years, twenty years, and even hundreds of years of brand construction process, unswervingly adhere to the core value.Only with extraordinary concentration in the long years to do this, will not be at the interference, make brand every marketing activity, each points advertising for the brand addition, a core value or prompt consumers to communicate to the consumer association to the role of the core values, over time, the core value in consumer branded imprinted in the brain, and become the connotation of the brand to consumers the infectious. This is pursued by the enterprise brand positioning strategy and positioning strategy. After genghis khan mausoleum to determine their own target consumption group, also must carry on the further analysis to the target consumers, way of life, the values of the target consumer groups, consumption idea and aesthetic concept of a broad range of qualitative investigation, to determine the new positioning strategy. Create brand core value. Successful brand positioning can fully reflect the unique brand personality, differentiation advantage, which is the core value of the brand. Famous brand strategy expert WengXiangDong believes that the core value of brand is the soul of a brand, is that consumers like and even fall in love with a brand of main strength. The core value of brand is the most important part of brand positioning, it has to do with brand identity system constitute the unique positioning of a brand. Brand positioning is continuous development with environment and time, will not happen overnight, in the process of enterprise development, enterprises face the new market environment and the different cultural and social background of the passenger, the original location may also become no longer adapt to, need the brand repositioning provide decision-making basis for enterprises to develop new markets.Followers faced the industry leader in the market or industry competition, avoid passive beaten, brand positioning is an important way for the competition advantage of enterprise competition. Enterprise brand's initial position is not necessarily perfect, often have such and such defects, or difficulties is the spread of the original position cannot be accepted by the customer as expected, or locate in the customer heart has opened up a place, but cannot achieve the market share and profit, the brand positioning for the first time the effect evaluation and the repositioning of the brand is imperative. Shows, the repositioning of the brand has important practical value and practical significance. Above all: a successful brand positioning can fully reflect the unique brand personality, differentiation advantage, which is the core value of the brand. Therefore, in order to enterprise to set up the long life cycle of a strong brand, from the start, should establish and implement the strategy of brand positioning, brand management to lay a solid foundation for the future. Will combine the brand theory, location theory, this study of domestic and foreign scholars on brand positioning based on a review of research in the field of theory, and then tried to genghis khan mausoleum in ordos city brand to evaluate the effect of the initial positioning and find the genghis khan mausoleum differences to the positioning of the brand repositioning and first genghis khan mausoleum brand positioning strategies, tools and processes do some exploratory research. Keywords: Mausoleum of Genghis Khan
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