On October 19, the "2019 China Cultural Tourism Brand Seminar and the China Cultural Tourism Brand Cluster Expert Group Entering the Enterprise-Colorful Yunnan" was held in Beijing. The theme of this conference was "Stimulating Cultural Tourism Consumption" potential and cultivate internationally renowned cultural tourism brands.”
The seminar was guided by the China Brand Building Promotion Association, hosted by China Cultural Tourism Brand Cluster, hosted by Yunnan Kunming Nostar Group, and provided academic support by the China Brand Research Institute.
Shao Qiwei, former director of the National Tourism Administration and chairman of the China Cultural Tourism Brand Cluster, pointed out in his speech that with the continuous growth of China’s economy and the improvement of people’s living standards, China has become the world’s largest tourism consumer, and With the world's largest domestic tourism market, tourism consumption has become a norm. But compared with developed countries, China's cultural and tourism market still has great consumption potential that needs to be developed.
Regarding how to stimulate China’s cultural tourism consumption potential and promote the construction of China’s cultural tourism brands, he said that first of all, China’s cultural tourism brand clusters must position themselves well, explore effective paths and methods, and promote a group of qualified brands. Qualified cultural and tourism brand enterprises can enhance their brand value; secondly, with the advent of the intelligent era, new ideas and new measures must be taken to build my country's cultural tourism industry brands and cultural tourism brand clusters; thirdly, implement the "On Further Stimulating Incentives" issued by the General Office of the State Council "Opinions on Cultural and Tourism Consumption Potential" should be studied and implemented in conjunction with important documents such as the "Outline for Building a Powerful Transportation Country" issued by the Central Committee of the Communist Party of China and the State Council.
Liu Pingjun, chairman of the China Brand Building Promotion Association and former deputy director of the General Administration of Quality Supervision, Inspection and Quarantine, pointed out that our country should focus on five aspects: Chinese resources, Chinese technology, Chinese characteristic industrial clusters, Chinese characteristic tourist destinations and Chinese time-honored brands. As the entry point, we focus on cultivating my country's brands with international advantages. Among them, the criteria for evaluating tourist destinations can be considered from the following six entry points: prefecture-level cities, county-level cities, characteristic towns, historical and cultural areas, natural ecological scenic spots and modern cultural landscapes. Create and launch a number of advantageous brands that can represent China's image.
Ge Zhongxing, vice chairman of the China Cultural Tourism Brand Cluster and former full-time member of the National Ethnic Affairs Commission, said that China’s cultural tourism brand construction should focus on ethnic areas and border areas. my country's ethnic regions have vast territory, rich cultural and tourism resources, and are very Chinese characteristics. They should be an important part of China's cultural tourism brand building.
Ma Wenhui, former director of the Department of Intangible Cultural Heritage of the Ministry of Culture, believes that from the perspective of intangible cultural heritage, many traditional industries in China lack modern industrial advantages. On the surface, these traditional industries urgently need to improve their products. Quality, in essence, means establishing correct brand awareness, following brand rules, and improving brand image. In particular, we must seize the brand models of modern industries and guide the brand development of traditional industries with Chinese characteristics. Only by deeply understanding the brand itself and its meaning can the intangible cultural heritage elements add luster to China's internationally renowned brands.
Wang Jiaqi, director and vice president of Nostar Group in Kunming, Yunnan, and general manager of Beijing Colorful Yunnan, shared the successful experience in building the "Colorful Yunnan" brand (a registered trademark of Nostar Group) with the guests. He said that for the construction and development of the brand, Colorful Yunnan has not only adhered to its original aspirations and principles, but also responded to various changes in the market in a timely manner, and provided good assistance for the development of the brand by continuously consolidating the industrial foundation. In addition, Colorful Yunnan has not forgotten its corporate social responsibilities while developing itself. By building a public welfare brand image, it has played a good social demonstration role, operated the enterprise with integrity, and repaid the society with industry, making Colorful Yunnan a more competitive brand. .
Cai Huali, deputy director of the Quality Management Research Office of the China Institute of Standardization and deputy secretary-general of the China Cultural Tourism Brand Cluster, and Jin Xin, CEO of Shaoding Artificial Intelligence Technology Co., Ltd., respectively promoted Chinese culture through standardization and artificial intelligence aesthetic engines. Suggestions were made on tourism brand development.
Xu Yongjiang, Chairman of Chongqing Yangtze Golden Cruise Company, and David Yu, Deputy General Manager of Hainan Yanoda Yuanrong Tourism Co., Ltd., shared their respective brand building and development experiences in their speeches.
Xie Shujiang, Secretary General of China Cultural Tourism Brand Cluster and Director of China Brand Research Institute, presided over the meeting and pointed out in the summary that service enterprises are the starting point and foothold of China Cultural Tourism Brand Cluster. The China Cultural Tourism Brand Cluster will actively unite the majority of cultural tourism enterprises, focus on improving brand benefits, gather the superior resources of the cultural tourism industry, increase the visibility and reputation of Chinese cultural tourism brands, and actively promote the improvement of the overall level of my country's cultural tourism industry. Steady improvement.