摘要:江苏省徐州市是一个交通发达、历史文化深厚的城市，也是一个正在转型的城市。徐州市委市政府正努力打造徐州旅游城市形象，对于徐州各大旅游项目建设高度重视。徐州云龙湖作为徐州市的名片，在改变徐州老重工业城市环境恶劣形象，推动徐州旅游城市建设中具有重要的作用。因此，市委市政府对于云龙湖风景名胜区的建设投入相当大。但是，云龙湖风景名胜区面临的问题仍旧很严峻。对于，投入资金如此之大，旅游资源如此丰富的云龙湖风景名胜区，仍旧鲜有人知。我们对徐州云龙湖风景名胜区项目状况进行分析，通过市场调查，进行消费者、竞争对手分析，并结合地区经济人口等外部因素的归纳，最后得出项目的SWOT 分析，诊断出项目发展中存在的问题。接着，我们通过细分市场来得出云龙湖风景名胜区的目标市场，为云龙湖风景名胜区提出品牌定位，制作VI 系统，制定较为合理的营销战略和传播策略，我们希望通过自己广告学知识的运用使得徐州云龙湖风景名胜区品牌获得推广，扩大其知名度。

关键词 休闲文化旅游；市场调查；品牌营销战略；品牌传播策略

Abstract:Xuzhou is a well-developed transport and deep historical and cultural city in Jiangsu Province. In addition, Xuzhou as a transformation of the city, the municipal government efforts to build the image of the city of Xuzhou, attaches great importance to the Xuzhou major tourism projects. As a business card of Xuzhou, Xuzhou Yunlong Lake, change the image of the Xuzhou old heavy industry city environment, has an important role in promoting the construction of Xuzhou. Therefore, the municipal government for the construction of the Yunlong Lake Scenic Area injecting a large amount. However, the problems faced by the Yunlong Lake Scenic Area is still very grim. Invested so large, so rich in tourism resources Yunlong Lake Scenic Area is still little known.

Xuzhou Yunlong Lake Scenic Area Status analysis, market research, consumer, competitor analysis, and combined with external factors such as regional economic population summarized the conclusion that the project SWOT analysis, project development diagnosed exist problem. Then, by market segments to come to the the Yunlong Lake scenic spots area of the target market, brand positioning, making VI system, the development of a more reasonable marketing strategy and dissemination strategy for the Yunlong Lake scenic spots area, we hope makes through own advertising learn the knowledge of the use of Xuzhou Yunlong Lake scenic Area brand promotion, expansion of its popularity.

Keywords Leisure and cultural tourism Market research Brand marketing strategy Brand communication strategy