【摘要】 运用文献资料法、调研法及逻辑分析法等,综合分析张家口地区冰雪旅游品牌建设现状,基于北京冬奥会的背景提出品牌提升路径。张家口地区围绕滑雪旅游产品初步实现品牌化建设,但核心产品缺乏辨识度、品牌潜在消费市场培育不足。北京冬奥会有利于进一步提升冰雪旅游品牌知名度、品质认知度、品牌联想度和品牌可持续发展动力。提升路径:培育核心特色产品,提升品牌辨析度;拓展全季性旅游项目,深耕品牌文化内涵;推动产业融合与多元主体治理,提升品牌综合竞争力;借势助力,实现区域发展与品牌传播共赢。更多还原

【Abstract】 By using the methods of literature review,field investigation and logical analysis,this paper comprehensively analyzed the current situation of brand construction of ice and snow tourism in Zhangjiakou,and proposed the brand promotion path based on the influence of Beijing Winter Olympics.Zhangjiakou area has initially achieved band construction centering on ski tourism products,but the core products lack recognition and the brand potential consumer market cultivation is insufficient.The hosting of the Winter Olympics will further enhance the brand awareness,quality recognition,brand association and sustainable development of ice and snow tourism.Promotion path:We should cultivate core featured products and enhance the brand discrimination degree,expand the whole season tourism projects and deepen brand cultural connotation,promote industrial integration and multi-subject governance to improve the comprehensive competitiveness of brands,and take advantage of the situation to help achieve regional development and brand communication.更多还原