摘要：乡村旅游品牌的打造对推动乡村旅游业的发展起到了至关重要的作用。通过我国乡村旅游发展现状的分析，以乡村生活、乡村民俗和田园风光为特色的乡村旅游品牌发展迅速，相比南京江宁“石塘人家”品牌发展的现状而言,虽然资源丰富，但是旅游产品千篇一律，缺乏新颖，品牌意识模糊，迫使旅游者吸引力降低，因此，应加强景区的宣传工作, 在制定规划和投入资金时突出主题、把握方向,明确形象定位，树立南京乡村旅游品牌。通过挖掘南京“石塘人家”存在问题,帮助石塘人家解决目前的困境，促进南京乡村旅游的发展。92073

毕业论文关键词：南京石塘人家，乡村旅游，品牌，开发优势

Abstract: The establishment of rural tourism brand plays a vital role in promoting the development of rural tourism。 According to the analysis of the development of rural tourism in China, the rural tourism brand characterized by rural life, rural folk customs and rural scenery has a rapid development, Compared with the current situation of Nanjing Jiangning "Shi Tang people" development, the rural tourism brand does have rich resources。 However, because of its produce’s uniformity lack of innovation and vague brand awareness, the rural tourism brand lowers the tourists’ attraction arrordingly。 Therefore, we should strengthen the propaganda work in the area, highlight the theme, grasp the direction and have a clear image positioning in making plans and investing funds, establishing a brand of rural tourism in Ningjing。 Through the excavation of Nanjing "Shi Tang people" problems, we can help "Shi Tang people"to solve the current difficulties, and promote the development of rural tourism in Nanjing。 

Keywords:Nanjing “Shi Tang people”, rural tourism, brand, development advantage

目录

1 绪论 3

1。1研究背景及意义 3

1。2文献综述 4

1。3研究方法 6

2 乡村旅游品牌打造的理论基础 6

2。1乡村旅游 6

2。2乡村旅游品牌 7

2。3乡村旅游品牌打造的理论与方法 7

3 乡村旅游品牌的发展现状 9

3。1我国乡村旅游品牌的发展现状 9

3。2南京乡村旅游品牌的发展现状 9

4 南京江宁“石塘人家”的品牌分析 10

4。1南京江宁“石塘人家”的开发现状 10

4。2南京江宁“石塘人家”的品牌开发优势 11

4。3南京“石塘人家”品牌打造的困境 12

5 南京“石塘人家”品牌的打造 17

5。1南京“石塘人家”的品牌定位 17

5。2“石塘人家”品牌策略探究 18

5。3打造南京乡村旅游品牌的保障措施 20

结语 23

参考文献 24

致谢 25

附录——问卷调查