摘要
"旅游产业链"是旅游消费者获得旅游信息并决定进行某次旅行,经过空间移动,到最终实现旅游体验这一系列的活动过程中,因吃、住、行、游、娱、购等旅游消费涉及的企业分属不同的产业类型而形成的一种产业链接关系。旅游产业链的建设与优化对于微观旅游企业和区域旅游业的健康发展都具有重要意义,而旅游产业链的建设与优化,就是要协调产业链上各要素,以实现旅游业的经济、社会效益最大化。品牌延伸战略是企业界对品牌资源进行开发利用和新产品营销的常用策略,品牌延伸理论也发展成相对完善的理论体系。本文以品牌延伸理论为基础,从微观主体角度来分析旅游产业链优化整合的机制,包括优化整合的动力机制和约束机制。并阐述了大企业或者著名企业在旅游产业链的重要作用和地位,为旅游产业链的优化整合提供一种可选择的模式与途径,并以此为基础探讨了利用品牌延伸优化产业链的优化圈层、优化路径和优化模型。本文最后从微观和宏观角度提出旅游产业链优化的建议。
Tourism industrial chain （TIC） is an industrial linking relation produced in series of tourists＇ activities and the process of their consuming during the travel. The construction and optimization of tourism industrial chain, which coordinate the various elements of the tourism industrial chain to achieve the maximization of the tourism＇s economic and social benefits, is of great significance to the healthy development of the micro tourism enterprises and regional tourism. Based on the theory of brand extension, the author analyzes the optimizing and integrating mechanism of tourism industrial chain from micro perspective, including dynamic mechanism and restraint mechanism. According to the brand extension, the dynamics of the optimizing and integrating of tourism industrial chain is derived from market, enterprise and brand. The optimizing and integrating of tourism industrial chain is bounced by the brand core value, product relationship and customers＇ awareness, which reflects the restraint mechanism of the optimizing and integrating of tourism industrial chain according to the brand extension. This paper focuses on above aspects in a comprehensive method and analyzes the important roles famous enterprises played in tourism industrial chain, aiming to provide an optional model and means for the optimization and integration of tourism industrial chain. Based on the analyses, this paper also explores the optimization circle, the optimization path and the optimization model to optimize the industrial chain according to the brand extension. Finally, this paper tries to establish an optional model and way to optimize and integrate the tourism industry, and proposes the suggestion of optimizing tourism industrial chain from the micro and macro perspective.
出处
《人文地理》
CSSCI
北大核心
2009年第1期98-101,共4页
Human Geography
关键词
品牌延伸
旅游产业链
优化模式
brand extension
tourism industrial chain
optimized model
