论民族文化品牌的发展

论民族文化品牌的发展(5800字)
   
摘    要

民族文化是一个丰厚的文化宝藏，作为品牌旅游资源，它可作多层面、多用途的开发利用。就民族文化的形态结构及方便品牌旅游者对民族文化的认知而言，民族文化品牌旅游可以分为“民族物质文化品牌旅游”、“民族行为文化品牌旅游”、“民族精神文化品牌旅游”和“民族语言文化品牌旅游”等。就民族文化生活的地理方位而言，民族文化品牌旅游又可以分为“国外民族文化游”、“国内民族文化游”、“西南民族文化游”、“西北民族文化游”、“东北民族文化游”等。基于云南迪庆香格里拉藏族风俗文化旅游的调查分析，提出可操作性强的民族文化旅游营销策划方案，能综合应用所学的基本知识、基础理论和基本方法解决旅游营销管理的现实营销问题，要用数据说话，有大量的数据论证，研究成果能企业界和政府界所重视或参考。

关键词：民族文化  品牌  旅游
 
Abstract

National culture is a rich cultural treasures, as the brand of tourism resources, it can be long on the level, multi-purpose development and utilization. Morphological structure of the national culture and convenience brands tourists in terms of awareness of national culture, national culture brand tourism is divided into the "nation's material and cultural brand tourism", "acts of national cultural brand tourism", "national spiritual and cultural brand tourism" brand and the national language and culture tourism. The geographical position of the national cultural life, national cultural brand of tourism can be divided into a "foreign national culture tour", "domestic national culture tour", "Southwest Cultural Tour", "Northwest national culture tour", "Northeast national culture Tour ". Diqing Shangri-La Tibetan customs and cultural tourism-based survey analysis, operable ethnic cultural tourism marketing planning program can be integrated to apply their basic knowledge of basic theory and basic methods to solve the problem of the reality of marketing tourism marketing and management, use the data to speak, the data demonstrate research results to business and government sectors valued by reference.

Key words: National culture; brands; tourism 

目    录
引    言    1
一、文化品牌的概念及意义    1
二、民族文化品牌的形成    1
（一）民族文化品牌的历史渊源及分类    1
（二）民族文化品牌的表现形式    1
三、当前民族文化品牌发展现状    1
（一）民族文化品牌现状    1
（二）民族文化品牌面临的机遇与挑战    3
四、民族文化品牌的开发与创新    3
（一）民族文化品牌的开发    3
（二）民族文化品牌创新    5
结    论    6
参考文献    7