地方性旅游企业品牌战略受到地域等多方面因素的影响，在品牌战略实施过程
中会存在一定的问题。为了解决问题，本文对地方性旅游企业品牌战略进行研究，
选取台儿庄古城作为研究对象，分六章进行阐述。前两章主要介绍了国内外有关旅
游企业品牌战略的研究现状、研究内容、品牌战略的概念特征以及战略管理的分析
方法；第三章对地方性旅游企业品牌战略环境进行分析，通过调查问卷方式分析台
儿庄古城品牌战略的实施现状，挖掘台儿庄古城品牌战略存在的问题以及原因。在
此基础上，第四章和第五章分别提出了台儿庄古城品牌战略的具体构建模式和具体
实施的保障措施。最后，介绍了本文的结论与展望部分。针对本文的论述得出最终
的结论，对论文的不足之处进行说明，在此基础上阐述未来的研究方向
关键词：台儿庄古城；品牌战略；品牌构建；品牌战略实施
I
ABSTRACT
With the rapid development of society, the development of China&39;s tourism industry
has entered a period of fierce competition. Tourism products and services and other
related industry chain development of good or bad, will directly affect the
competitiveness of enterprises strong and weak. For tourism enterprises, the traditional
management model and marketing model can not meet the new requirements of social
development. In addition, the involvement of international tourism companies has
intensified the intensity of competition in the entire tourism industry. Therefore, tourism
enterprises need to make rapid transition, so as to enhance their value. Brand strategy
management has become one of the important ways to increase the added value of
tourism enterprises.
The brand strategy of local tourism enterprises is affected by many factors, such as
region, etc., and there will be some problems in the process of brand strategy
implementation. In order to solve the problem, this paper studies the brand strategy of
local tourism enterprises, and selects the ancient city of Taierzhuang as the research
object, which is divided into six chapters. The two chapter mainly introduces the analysis
method of the concept characteristics of domestic and foreign tourism enterprises brand
strategy research status, research content, brand strategy and strategic management; the
third chapter analyzes the environment of the brand strategy of local tourism enterprises,
through the questionnaire analysis of the status of implementation of brand strategy of
Taierzhuang City, the ancient city of Taierzhuang mining existing brand strategy the
problems and reasons. On this basis, the fourth chapter and the fifth chapter respectively
put forward the concrete construction mode of Taierzhuang ancient city brand strategy
and the specific implementation of the safeguard measures. Finally, the conclusions and
prospects of this paper are introduced. According to the discussion of this paper, the final
conclusion is drawn, and the inadequacies of the paper are explained. On this basis, the
future research directions are described.
KEY WORDS：Ancient city of Taierzhuang；Brand strategy；Brand building；
Brand strategy implementation目 录
第一章 绪论.....1
第一节 研究背景及意义 1
一、选题背景.... 1
二、研究意义.... 1
第二节 国内外研究现状 2
一、国外研究现状........ 2
二、国内研究现状........ 3
第三节 本文的研究内容及方法 4
一、研究内容.... 4
二、研究方法.... 5
第二章 与本研究相关的基础理论与分析方法.......6
第一节 品牌战略的概述 6
第二节 旅游品牌战略理论........ 6
第三节 战略管理分析方法........ 7
一、PEST 分析方法...... 7
二、SWOT 分析方法.... 7
第三章 台儿庄古城品牌战略现状...9
第一节 台儿庄古城品牌环境和战略分析........ 9
一、台儿庄古城的 PEST 分析. 9
二、地方性旅游企业的 SWOT 分析. 11
第二节 台儿庄古城品牌战略现状调查问卷.. 12
一、问卷的设计和发放.......... 13
二、问卷的回收和统计整理.. 13
第三节 调查研究分析统计...... 14
一、旅游品牌知名度分析...... 14
二、旅游品牌认知度分析...... 14 2
三、旅游品牌美誉度分析.......15
四、旅游品牌忠诚度分析.......16
第四节 台儿庄古城品牌战略存在的问题与原因分析 ..........16
一、台儿庄古城品牌战略实施存在的问题...16
二、台儿庄古城品牌战略实施存在问题的原因.......16
第四章 台儿庄古城品牌战略的构建.........19
第一节 构建的整体方案 ..........19
第二节 品牌战略构建的准备阶段 ......20
一、台儿庄古城的实际情况分析.......20
二、台儿庄古城品牌战略目标...........21
三、台儿庄古城的品牌定位...22
第三节 台儿庄古城品牌战略的执行阶段 ......23
一、品牌营
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