【作者】 迟静圆；

【导师】 孙厚琴；

【作者基本信息】 华东师范大学 ， 旅游管理， 2008， 硕士

【摘要】 随着旅游产业的蓬勃发展,旅游产品出现同质化,旅游业的竞争由原来的产品竞争转向了品牌竞争,越来越多的旅游地想通过创建独特的品牌形象,发挥品牌资产的效益来吸引更多的游客,从而在市场竞争中取胜。为了更好的了解旅游地品牌建设状态,要学会对旅游地的品牌资产的价值进行评估,这样有助于帮助消费者和旅游地自身来更好的认识旅游地品牌的现状,针对出现的问题进行改正。本文以品牌资产价值构成为基础,通过分析相关的研究方法的利弊,依照科学、动态的原则,构建旅游地品牌资产价值的评估体系,并以上海的都市旅游品牌资产价值的评估为例,分析其品牌建设的不足,进而提出相应的一些改进建议,以利于更好地发展上海的都市旅游。本文共分为四章。第一章为概述。简要地概括了国内外对旅游资产价值评估的研究情况,以及本文的研究背景、研究意义、研究内容和研究方法。第二章是旅游地品牌资产价值的评估基础。在介绍了一般意义上的品牌资产的价值构成之后,分析了旅游地品牌资产的核心价值。第三章是对旅游地品牌资产价值评估体系的研究,通过对国内外主要的一些品牌资产价值的评估方法进行分析,提出优缺点,然后选择符合我国特点的评估方法。在第三节中,针对我国旅游地的品牌资产价值的评估现状进行分析,这里选择具有代表性的旅游城市为例。第四章是我国旅游地品牌资产价值的评估。在这一章中,首先根据前面所将的内容构建了旅游地品牌资产价值的评估体系,然后以上海的都市旅游品牌为例,通过上海和北京两个城市的都市旅游的发展情况进行对比,分析上海都市旅游品牌建设中的机遇和挑战,进而对上海都市旅游的发展提出一些建议。本文尝试通过对品牌资产价值的研究,建立一个评估的体系,并对上海都市旅游品牌的价值进行比较全面的评估;了解上海都市旅游品牌的发展现状,并针对性的提出改进建议,以期为上海都市旅游的进一步发展提供参考和借鉴。更多还原

【Abstract】 With the flourishing development of tourism industry, the tourism products homogenization appeared. The competition of the tourism industry changed from product into brand, and more and more sightseeing places try to build their own brand image in order to attract more visitors, they want to share a bigger market in this way. We should know how to assess the brand equity for the purpose of solving the problems, it will help the visitors and sighseeing places themselves to know the brand status much better. This paper based on the value of the brand equity, according to the scientific and dynamic priciples to build the assessment system for the brand equity of the signseeing places. In this paper, taking assetment of the urban tourism of Shanghai as a example to analyze the shortcomings, and then put forward some advise for it.This paper is divided into four parts. Part 1 gives a brief introduction of the related researches on assessment of brand equity at home and abroad. Part 2 presents the base of the brand equity assessment. Based on the instruction of the ordinary value of the brand equity, it anaylizes the core value of the sighseeing places. Part 3 is the research of the assessment system, it compares the different assessment methods, and then summarizes the assessment method which is suitable to the Chinese situation. Part 4 is the assessment of the brand equity in China. In this part, it builds the assessment system at first according to the former context, takes the urban tourism of Shanghai as an example to analyze the challeges and opportunities, and then puts forward some advise for the development of the urban tourism of Shanghai.This paper trys to build a assessment system through researching the value of brand equity, and at the same time to assess the urban tourism of Shanghai, to know the current situation of it, at last ,puts forward some advise for its development in the purpose of a better future of it.更多还原