摘要：随着经济的全球化，当下人们不仅满足于物质条件的需求，更多追求的是精神上的享受。因此，旅游业作为第三产业其增长速度呈现逐步上升趋势，简而言之服务行业成为了衡量国民幸福感的一项重要的因素。而今淮安在这场洪流中如果想要得到好的发展，就必须为淮安确定新的旅游文化定位。本文从淮安旅游文化品牌的建设现状出发，探讨淮安旅游文化品牌的打造策略，最终提出适合淮安具体情况的营销策略。66998

毕业论文关键词：淮安，旅游文化品牌，营销策略

Abstract: With economic globalization, the moment people are not only satisfied the needs of material conditions, more in pursuit of spiritual enjoyment. Thus, the tourism industry, its growth rate as the third show a gradual upward trend, short service industry has become an important factor to measure national well-being. Huaian now if you want to get a good development, we must identify new tourism and cultural positioning in this torrent of Huai'an. In this paper, the present situation of tourism and cultural construction of Huai'an brand paper discusses Huai'an tourism culture brand building strategy and eventually propose specific conditions for Huaian marketing strategy.

Keywords: Huai’an, tourism culture brand, marketing strategy

目  录

一、引言…………………………………………………………………………4

二、旅游文化品牌内涵界定……………………………………………………4

三、淮安旅游文化品牌建设现状………………………………………………4

（一）优势品牌………………………………………………………………4

（二）存在问题………………………………………………………………5

四、淮安旅游文化品牌的打造策略……………………………………………6

（一）地域文化要素分析……………………………………………………6

（二）旅游文化品牌定位升级………………………………………………6

（三）旅游文化品牌体系构建………………………………………………7

五、淮安旅游文化品牌的营销策略……………………………………………8

（一）建立创新型的合作模式………………………………………………8

（二）推进网络化的营销渠道………………………………………………9

（三）推出多类型的促销方式………………………………………………9