安徽省温泉旅游区的品牌建设与营销策略研究

安徽省温泉旅游区以它独有的特色和文化的魅力赢得社会广泛的关注,也吸引更多的人对温泉旅游区的品牌建设与营销策略的研究。阐述了安徽省温泉旅游资源赋存状况,并分析安徽省温泉旅游区的品牌建设与营销策略现状。得出如下主要结论:(1)安徽省温泉多数位于隆起的大别山区、长江沿岸的巢湖—和县一带以及皖南地区;(2)产品开发利用层次不一,大多处于中程度利用;(3)温泉相关的旅游区品牌建设与营销策略相对滞后。最后在此基础上,提出现阶段安徽省温泉旅游区的品牌建设与营销策略的对策。

RESEARCH ON BRAND BUILDING AND MARKETING STRATEGY OF HOT SPRING TOURISM AREA ANHUI PROVINCE

Anhui hot spring tourism area with its unique characteristics and cultural charm to win wide attention of the society,but also to attract more people on the hot spring tourism area brand building and marketing strategy research.This paper expounds the occurrence of hot spring tourism resources in Anhui province and analyzes the current situation of brand construction and marketing strategy in hot spring tourism areas of Anhui province.The following main conclusions are drawn:(1)Most of the hot springs in Anhui province are located in the uplifted dabie mountain area,chaohu-hexian county area along the Yangtze river and southern Anhui province;(2)Product development and utilization levels are different,mostly in the middle degree of utilization;(3)The brand construction and marketing strategy of hot spring-related tourism areas lag behind.Finally,basing on this propose countermeasures of the present stage of hot spring tourist area in Anhui province brand building and marketing strategy.