产业集群视角下莫干山民宿区域品牌发展战略

【目的/意义】作为大众认知上引领国内民宿行业发展旗手的“高端民宿度假地”莫干山民宿,因“洋家乐”形成了较强的地区品牌效应,但在国内民宿市场经历变革和整合的背景下,同样面临着激烈的市场竞争、区域品牌损伤等问题。为此研究莫干山民宿区域品牌发展战略,是迎合旅游消费市场对住宿的品质需求及回归乡村的精神需求、提升莫干山区域民宿影响力和竞争力的有效手段。【方法/过程】基于产业集群的视角,分析产业集群与区域品牌发展的互动作用,通过回顾莫干山民宿集群的发展历程,对莫干山民宿区域品牌未来的发展战略提出建议。【结果/结论】从区域品牌目标及区域品牌培育、发展与传播等层面提出莫干山民宿区域品牌应继续发展以“洋家乐”为名片驱动的国际高端民宿休闲度假产业集群、以民宿产业为基础进行产业升级、以民宿集群为基础进行区域品牌传播。

Brand Development Strategy of Moganshan Residence Area from the Perspective of Industrial Cluster

【Objective/Meaning】As the flagship of the development of domestic residential ndustry the “high-end residential resort” of Moganshan has formed a strong regional brand effect due to “Yangjiale”. But under the background of the reform and integration of the domestic residential market, it was also facing the problems of fierce market competition and regional brand damage. Therefore, to study the brand development strategy of Moganshan residential area was an effective mean to meet to the quality demand of accommodation and the spiritual needs of returning to the countryside in the tourist consumption market, and to enhance the influence and competitiveness of residential accommodation in Moganshan area.【Methods/Procedures】Based on the perspective of industrial clusters, this study analyzed the interaction between industrial clusters and regional brand development. By reviewing the development history of Moganshan residential cluster, it put forward some suggestions on the future development strategy of Moganshan residential brand.【Results/Conclusions】From the aspects of regional brand objectives and regional brand cultivation, development and dissemination, it was proposed that Moganshan residential brand should continue to develop international high-end residential leisure and vacation industry cluster driven by “Yangjiale”, upgrade industry based on residential industry, and disseminate regional brand based on residential cluster.