Brand Innovation and Discussion of Shanghai Tourism Festival
ABSTRACT
Shanghai Tourism Festival is not only one of the three Festival events in Shanghai, but also more influential in China's Tourism Festival activities. Twenty-one years in organizing, the development of the tourism industry in Shanghai has made great contributions, and achieved good economic and social benefits. But the current brand awareness of Shanghai Tourism Festival is still low, and because of the lack of high-quality professional talent festival, seriously restricting the further development of the Shanghai Tourism Festival. Therefore, to study how to solve these problems, through brand innovation to improve its influence in promoting the Shanghai Tourism Festival is very important to further enlarge and strengthen the significance of this paper, literature research, statistics, field survey and other commonly used scientific research methods, analysis the Shanghai Tourism Festival brand meaning and value of the Shanghai Tourism Festival was SWOT analysis, clearly the Shanghai Tourism Festival of the strengths, weaknesses, opportunities and threats, and finally come to Shanghai Tourism Festival to be through the establishment of a professional festival management and management team , pay attention to the process of brand maintenance and improvement, rationalization of resources to cover their own facilities, the disadvantages and shortcomings, and thus enhance the brand through the construction of cultural depth, and further highlight the festive elements of the bright spots for the tourist market to further clarify its brand positioning to the brand of innovation. Key words:Shanghai Tourism Festival; Brand; SWOT; Festival
