Chinese travel brand，It has always been operated by the government。“Brand Marketing” started from government image promotion，Although there are many strong 188bet online casino games brands launched on the market，But overall，Chinese 188bet online casino games brands are still in the "category" category，Few brands”、"There is a slogan、The current situation of “less marketing”，In this Chinese 188bet online casino games industry that is collectively kidnapped by "slogans"，The systematic theory of brand building has not yet been established。

In a situation where most tourist destinations are exploring how to build 188bet online casino games brands，“Hospitable Shandong”——Shandong Province 188bet online casino games Brand，It is regarded as a classic by the Chinese 188bet online casino games industry because of its implementation of a marketing strategy that has never been attempted in Chinese 188bet online casino games destinations，Many of the “models” he created have been imitated by many domestic 188bet online casino games brands，China 188bet online casino games begins to write the "Shandong model"。

This article will focus on “Hospitality 188bet online casino games”,Analyze its brand marketing communication from the perspective of brand planning，And tentatively put forward constructive plans for China’s 188bet online casino games brand planning。

1. Brand analysis: "Hospitable 188bet online casino games" - the first step to get out of the bottleneck

“The Hometown of Confucius and Mencius、The land of etiquette”，Shandong has a long history、Brilliant culture and beautiful scenery，The other side of numerous 188bet online casino games resources，It is the current situation of resources with no distinctive characteristics。

Discovered through analysis of existing brand characteristics and competitors:Shandong Province’s 188bet online casino games resources are very obviously substitutable.

From the perspective of natural 188bet online casino games resources,Taishan is a strong 188bet online casino games brand in Tai’an, Shandong，But the equally famous Huangshan Mountain、Songshan、Huashan and other competitors are not weak；Yantai、Qingdao’s coastal 188bet online casino games is its city’s main brand，But Xiamen is also a coastal city、The value of Dalian’s coastal resources is not weak。Among them，Xiamen has also created a "garden on the sea" because of its brand image，Warm Xiamen” is more attractive than that。

From the perspective of humanistic resources,Qufu, Shandong Province is the birthplace of Confucian culture，The brand awareness nationwide is not weak。But in terms of brand influence，Forbidden City, Beijing、Xi'an Terracotta Warriors and Horses are both well-known brands in history and humanities... From this point of view，Although Shandong Province has many 188bet online casino games resources，There are also many resources with brand awareness and influence，But from a nationwide perspective，Lack of differentiated brands with competitive advantages，The advantage in resources is not obvious。

Secondly，The 188bet online casino games brand characteristics of cities in Shandong Province are very scattered，Resources in different styles，This poses a problem to the establishment of the overall provincial brand image of Shandong Province。How to solve the problem？Establish a unified regional 188bet online casino games brand？

To this，Shandong Provincial 188bet online casino games Bureau grasps the trend of domestic tourists from sightseeing consumption to leisure vacation consumption，Analysis of existing brand image and its characteristics: before，Shandong Provincial 188bet online casino games Bureau launched the slogan "One Mountain、一水、A saint”，Later, he proposed “get closer to Confucius、Sail Qingdao” 188bet online casino games slogan。But these rudimentary 188bet online casino games promotions have not achieved very good results。

The reason，Mainly because these two slogans are still at the level of superficial description and summary of 188bet online casino games resources。They all just mentioned "what is there" in Shandong，Not involving what Shandong’s resources will “bring” to tourists。Also think，These slogans cannot capture the 188bet online casino games resources of Shandong Province，Start with resource description only，It is impossible to exhaust the charm of Shandong with a short slogan。

Shandong Provincial 188bet online casino games Bureau shapes the overall brand image of Shandong from a cultural perspective。So, what kind of culture can best demonstrate “188bet online casino games characteristics”?

Shandong 188bet online casino games Bureau mentions Shandong people，The first impression of the world is that of generosity、Passion and benevolence。As early as more than 2500 years ago，Confucius sent out to the world "Friends come from afar，A sincere invitation to enjoy yourself；Qin Qiong, the hero of Sui Dynasty、Cheng Yaojin tried to hurt his friend，Famous for "Benevolence and Righteousness"；One hundred and eight Liangshan heroes in the Song Dynasty，Be honest and sincere，Walking for Heaven。

Qilu culture has accumulated over two thousand years of history，has been deeply integrated into the blood of 188bet online casino games people，Become a cultural gene、Historical memory。Bold、The enthusiastic and distinctive character has also won a good reputation for 188bet online casino games people。

How to connect the advantages of Shandong people with Shandong’s 188bet online casino games brand？The 188bet online casino games industry is a typical service industry，The quality of service directly affects tourists’ satisfaction and impression of the tourist destination。The Chinese value human touch the most，The warmth and warmth of human relationships have become a key factor in determining people’s evaluation of things。

Shandong people are generous and hospitable，Visitors coming to Shandong can often experience the strong human touch - thus，Shandong 188bet online casino games Bureau thinks，Hospitality culture—should be the most representative of Shandong cultural characteristics，Should become the core value and connotation of Shandong Province’s 188bet online casino games brand，Promote the transformation of its 188bet online casino games brand development from resource promotion to cultural marketing。

Therefore，Hospitable Shandong——as the 188bet online casino games brand image of Shandong Province，And as a promotion slogan，Turns out。Establish and develop the "Hospitable Shandong" brand image，Should become the core direction of 188bet online casino games brand development in Shandong Province。

From the brand analysis of Shandong Provincial 188bet online casino games Bureau in the early stage of brand planning，Really put in a lot of effort，His grasp of the general trend of 188bet online casino games、Analysis of own resources and competitors，Everyone has something remarkable。Compared to other tourist destinations，At least it breaks out of the old framework of "resource notification"，Towards cultural victory、Values-based brand strategy。

But, I think, itsThere are still some problems and room for improvement in brand analysis:

1. Analysis of one’s own brand image,Shandong Provincial 188bet online casino games Bureau sorted out the image slogans put forward by Shandong Province in the past and present，But only at the slogan level，This aspect reflects the current situation of Chinese 188bet online casino games brands-still mainly focused on slogan promotion，The ideas and system of “brand planning” have not been established，On the other hand, it reflects that the Shandong Provincial 188bet online casino games Bureau has not fully understood the obvious characteristics of each place (each 188bet online casino games brand)，The advantages have not been discovered。

Also，The analysis of the character traits of Shandong people summarizes the word "hospitality"，Although it can represent Shandong people，But whether it is exclusive and unique？From the national impression，Northerners、Northeastern people are also hospitable；Hospitality Shandong——Can it really cover the whole of Shandong？This may be related to the particularity of 188bet online casino games products，A city’s brand characteristics may be easy to refine，But a provincial brand that includes several big cities and countless scenic spots，Can it be summed up in two simple words？A gathering place of multiculturalism，Can a “hospitable Shandong” take care of everything、Commander？

2. Analysis of competitors:Shandong Province when analyzing competitors，It is from the perspective of resource unit-that is, the sub-brand under the regional brand，The conclusion drawn is too simple，I just think that Shandong Province lacks competitive 188bet online casino games resources。But if you dig deeper，Can you also find the differences with competitors？

3. Analysis of consumers:Shandong Provincial 188bet online casino games Bureau only pays attention to the travel trend of tourists-from pure sightseeing to leisure vacation，Had no insight into their deeper travel motivations and unmet needs，Therefore it is impossible to explore where the differences are。Therefore，Although "hospitality" reflects people's requirements and values ​​for 188bet online casino games，But in the final analysis, it is still a brand image based on resources-cultural resources。

2. Brand image: trying to portray the image of a “hospitable” host

In terms of brand image，Shandong 188bet online casino games Bureau establishes an image recognition system for "Hospitable Shandong": since Shandong is the birthplace of Confucian culture，The word "hospitality" is in traditional Chinese seal cutting form，The word "Shandong" is also traditional black ink calligraphy。

The English "FriendlyShandong" uses colorful pen and ink calligraphy，Reflecting the profound traditional culture of Qilu，Combined with lively fashion elements，Hope that the "Hospitality Shandong" brand can not only represent the traditional Qilu culture，It also reflects the fashion and liveliness of modern Shandong 188bet online casino games。

Not only that，Required by Shandong 188bet online casino games Bureau: Affiliated 188bet online casino games Reception Department，such as various restaurants、Travel agency store、Hotel lobby, etc.，This logo must be displayed in a conspicuous place，Hope to create "hospitality" for tourists、"Lively"、“Happy” travel atmosphere and experience，Hope to provide tourists with such a perceptual benefit。

Behind such a brand image，Shandong 188bet online casino games Bureau hopes that consumers can think of the warm and hospitable Shandong people、Safe and comfortable travel service，Qilu traditional culture, etc.，The character he has is very distinctive: enthusiasm、Bold、Hospitality。

In order to convey this brand image，Shandong 188bet online casino games Bureau formulated the "Hospitable Shandong 188bet online casino games Service Standards"，It can be said，This standard is the first of its kind for Chinese 188bet online casino games service brands - it is the first service standard guided by brand value，That is, brand agreement，This document covers the meaning of 188bet online casino games image、Image logo settings、Service Etiquette、Service scope, etc.，Hope to create a good service atmosphere for consumers，Create a good macro environment。