上世纪70年代以来,世界旅游业增长速度居各行业之首。旅游业是个高开放性、综合性的

产业,被称为“无烟工业”,是发展中国家的一种“经济催化剂”。阿拉善境内拥有丰富的旅游资

源,发展潜力巨大,但是整体产业建设和发展仍处于相对初级阶段,主要存在旅游品牌竞争力不

强,品牌营销力度不够、旅游产品结构单一、旅游营销模式滞后等突出问题,严重影响了阿拉善

旅游业的发展,与阿拉善盟拥有的特色旅游资源潜在价值不相适应。21世纪是品牌的时代,“品

牌经济”已经成为市场普遍认同的概念,品牌营销可以引导旅游业树立良好的市场形象,开发特

色、差异化的旅游产品,打造知名的旅游品牌,引导旅游者进行产品选择,缩短旅游者的购买决

策过程。本文运用战略管理、市场营销、管理经济学、人力资源管理、组织形为学等知识,充分

挖掘阿拉善丰富的旅游资源和深厚的文化底蕴,深入研究阿拉善旅游业发展现状,并对阿拉善旅

游品牌营销进行诊断,提出符合阿拉善实际的品牌营销模式,打造“苍天圣地一阿拉善”,提高

阿拉善旅游品牌的知名度,促进阿拉善旅游业可持续发展。通过本论文的研究,希望能为政府制

定阿拉善旅游业发展的战略时提供一些参考和依据,并对加快阿拉善旅游业的发展具有一定的实

际指导意义。

关键词:旅游业,品牌营销,发展战略

Abstract

The increase of world tourism occupies head of all industries since 1970s. Tourism is a fully

opening and global industry and known as smokeless industry, and it is also an economy catalyst for

developing country. Alxa is rich in tourism resources and has great market potential, but the whole

industry construction and development remain in primary stage. Some prominent issues, liking as

weaker competitive tourist brand, less powerful brand management, single tourist products and lagged

tourism marketing, seriously influence the tourism development in Alxa and not match the potential

value of local characteristic tourism resources. 21st century is a brand time, and brand economy has

already become a universal concept. Brand marketing could lead tourism to establish good market

propagating, develop distinctive and differential tourism products and create famous tourism brands, it

also could guide tourist to select the brand and short the purchase decision process. Appling knowledge

of strategy management, marketing management,management economics, human resource

management and organization learning, the present study explores fully the abundant tourism resources

and profound cultural foundation of Alxa, referring the tourism development and analyze the tourism

brand marketing, this paper proposes a practical tourism brand management pattern, create heaven holy

land- Alxa, enhance tourism brand awareness of Alxa, and also promote the sustainable development of

local tourism. The present research would provide some reference and basis for the government making

the tourism development strategy, and beneficial for accelerating tourism development in Alxa.

Key words: tourism; brand management; development strategy