城市品牌体系构造.pdf

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1、强化休闲品牌体系一、休闲品牌体系设计（一）品牌体系框架建设“绿色北京示范区”是延庆县“十二五”时期发展的总体目标定位，打造“县景合一”的国际旅游休闲名区是实现这一目标的总抓手，与低碳经济社会示范区、宜居城市、美丽乡村构成了重要的战略支撑。围绕这一发展定位与思路，延庆的休闲品牌体系可以解构为：“绿色北京示范区”是延庆休闲品牌的内核，相应地城市主体形象设计为“青山清水清闲延庆”（“京城第一清闲地”？），“青山清水清闲”三个关键词突出延庆的全域景观特色和休闲胜地定位。“国际旅游休闲名区”是抽象意义上的延庆总品牌，需要若干“县景合一”式的休闲品牌集群作为支撑。延庆最具宣传潜力的休闲品牌集群包括“低碳自

2、由行”、“商务休闲”、“特色小镇”三大板块。低碳自由行“低碳自由行”立足首都生态涵养区的优势，通过精品线路串联延庆优势景观资源与休闲产业项目，实现“景景合一”、“文景合一”与“区景合一”。包括三大具象品牌：世界地质公园、中国自行车骑游第一县、首都自驾游首选地。商务休闲延庆“商务休闲”品牌以葡萄酒庄为载体，充分发挥2014 年世界葡萄大会的品牌集聚、辐射效应，融合休闲农业，打造高端商务休闲项目，实现高水准的“业景合一”。具体品牌包括：2014 世界葡萄大会、葡萄酒庄。特色小镇“特色小镇”品牌概念根植于延庆已有的“镇景合一”品牌和特色沟域经济。打造“特色小镇”是延庆实现全季节品牌与全产业链条品牌的

3、重要举措，包含了“县景合一”的全部概念要素。具体品牌包括：文化创意八达岭、百里画廊千家店、四季花海四海镇、明清古镇永宁。（二）品牌体系构建说明1、低碳自由行品牌构建品牌核心：一步一景，环保，便捷、愉悦的体验世界地质公园创建工作宣传世界地质公园的创建工作是实现“县景合一”的有效途径，延庆的各项准备工作已走在前列。“中国延庆世界地质公园”的是一个极具影响力的旅游品牌，在创建尚未完成时也应充分利用“世界地质公园”这一品牌。措施：（1）与法国普罗旺斯高地地质公园进行对比式宣传：纬度接近、同是葡萄产地、营造薰衣草（普罗旺斯标志）景观。（2）建立地质博物馆、化石博物馆，引导受众欣赏地质景观。中国自行车骑游

4、第一县自行车骑游是自由行中最环保的旅行方式，延庆有条件打造成为中国自行车骑游第一县，达到国际的水准。措施：（1）将宣传用语由“中国自行车骑游第一大县”改为“中国自行车骑游第一县”，强化品牌感召力；（2）充分利用环北京职业公路自行车赛这一国际自行车联盟最高级别赛事进行宣传，争取将起点或终点设在延庆八达岭，抢占宣传制高点；（3）举办延庆独有的高水平的自行车赛，如“环延庆自行车赛”、“延庆长城山地自行车赛”等；（4）精细设计骑游路线：如划分为夕阳红采风线路、山地探险线路、健身休闲线路等。首都自驾游首选地自驾游的发展带动了“景景合一”、“文景合一”建设，也是实现“区景合一”的最直接途径。繁荣的自驾游意

5、味着庞大的休闲消费力，将助推区域品牌渗透“吃住行游购娱”全产业链条。措施：（1）“点”品牌，推动自驾游“起始点”美化工程，即全面提升停车场环境水平，打造自驾游的“第一形象区”，同时在每条自驾游线路上建设汽车露营地；（2）“线”品牌，行车路线是自驾游的关键，一是设计每条线路的休闲游玩主题，二是设计的路线必须包含“吃住购娱四大要素”，三是运用“口碑营销”开展“北京最美道路”评选；（3）充分发挥八达岭、龙庆峡两大景区旅游集散区域的辐射作用，重点景区相互之间、重点景区与一般景区之间加强联动，设计互相通达的线路。2、商务休闲品牌构建延庆商务休闲品牌的核心是“高端”，以高端项目带动高标准生态环境建设、落实

6、服务水平提升、促进消费升级。延庆的葡萄酒庄品牌具有“县景合一”中大尺度景观打造、一三产融合等关键要素，凭借宜人的环境、多样的休闲活动、高雅的品味，葡萄酒庄成为延庆“高端”商务休闲的主品牌。高端服务葡萄酒庄的服务定位于承办高端政务、商务休闲活动，可以采取会员制的目标客户定位策略。葡萄庄园要以会展活动为品牌宣传主要抓手，不仅要承办世界葡萄大会也要在葡萄酒庄举办世界地质公园评议会、国际休闲产业协会年会等活动，与联合国教科文组织、国际休闲产业协会、国际园艺协会等国际机构、组织建立长期联系。高度融合高端的“葡萄酒庄”品牌一定是品牌要素高度融合。一是严格保证在建酒庄的葡萄种植进度，不能让“葡萄”弱化为形象

7、元素；二是落实酒庄生产设施的建设，不能忽略“酒庄”文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L

8、3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4

9、 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z1

10、0E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J

11、4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:

12、CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X

13、3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4的功能；三是建设葡萄文化展示区、葡萄酒品鉴中心等项目，深化品牌内涵。高端节事2014 世界葡萄大会是延庆“县景合一”规

14、划的重大战略举措，是城市的一张重要名片。发挥世界葡萄大会的品牌效应是打造延庆商务休闲品牌的关键之一。设计节事卖点。除去葡萄采摘、大会庆典、品种展示、学术交流，增加对本地葡萄产业链、葡萄产业带的展示，推销延庆的发展模式而不仅是发展成果。确定传播渠道。一是平面媒体传播，在新京报、京华时报等首都发行量最大的报纸上设立专栏，每天都有新闻报道。在经济观察报、新财经 等刊物发布专题广告，调高宣传格调。二是网络电视媒体，吸引片商到葡萄酒庄等外景地进行影视剧拍摄；三是专门邀请，对酒企业、休闲地产企业、文化创意企业等财力、智力资源拥有者进行特定宣传。节庆效应可持续。一是节庆设施可持续，葡萄酒庄、辉煌国际会议度假

15、区等场地要进一步承办更好的会展、节庆活动；二是节庆活动可持续，在葡萄生长期葡萄酒鉴赏、葡萄酒交易等活动要覆盖全季节，在四季都有“葡萄”主题的活动。3、特色小镇“特色小镇”品牌的核心在于特色和精致。延庆的十五个乡镇各自有不同的功能定位，从品牌号召力角度出发，选择了“长城名镇八达岭”、“百里画廊千家店”、“四季花海四海镇”、“明清古镇永宁”。长城名镇八达岭八达岭镇作为延庆最大的旅游集散镇，如何将游客引入腹地，做大休闲产业是该镇建设国际旅游休闲名镇的关键。措施：（1）设计线路，通过自驾游、自行车骑游方式将长城景观区与体育休闲娱乐区、旅游会议度假区联系起来，做到资源互补。（2）丰富长城品牌体系，在主景

16、区设立专门区域或是以专门宣传品介绍土边长城、水关长城、岔道长城，同时在现有的旅游标志牌上增加“空中看长城”指示符。（3）深化长城品牌内涵，大力宣传“长城探戈坞森林音乐节”品牌，利用途牛网、票务网、各大团购网站开展网络口碑宣传。“森林音乐节”定位要突破“古典音乐”的乐种类型，突破“欣赏”的参与方式，立足“户外体验”，将所有活动置于长城、森林、凉夏的主题背景下。同时大力推进“印象长城”实景演出项目进程。百里画廊千家店千家店是“镇景合一”的模式首创地，“百里画廊”品牌特色在于空间的跨度，而内涵挖掘是品牌提升的关键。措施：（1）建立汽车露营基地，打造自驾游路线起点、终点，修筑完整的登山步道体系，串联起

17、硅化木、恐龙化石等景点（2）邀请书画、摄影名家到千家店进行采风，筹建画家工作室。（3）提高品牌认知度，打造百里山水画廊大门，更新并增加沿途旅游标牌、标示。四季花海四海镇“四季花海”已经成为京郊旅游的一个知名品牌，特色在于时间的跨度与大气度的景观，强化品牌的“全季节”性以及挖掘“花”的休闲经济价值是关键。措施：（1）加大冬季“花海”景观的打造力度，塑造“冬季京城赏花地”的品牌。（2）发展婚庆主题休闲活动，建设婚纱照拍摄专区，培育婚庆鲜花制品企业。（3）提高品牌知名度，拍摄3D 宣传片，引入影视片商在当地区景拍摄。明清古镇永宁永宁古镇号称“京郊文化第一镇”，遗迹完整、文化元素丰富，且交通便利、有一

18、定经济基础。通过大手笔的古城风貌改造，无缝植入现代服务业态，发展餐饮、购物、宗教等休闲产业，永宁会在古镇风貌完好保存的情况下焕发新的商业生机。以下是怀柔古镇改造示例：文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ

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21、4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M

22、10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 Z

23、M6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E

24、9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4插

25、入王琪延教授拍的怀柔小镇的照片二、休闲品牌支撑体系（一）建立景观品牌识别系统1、城市公共界面设计城市LOGO。设计具有延庆特色的城市LOGO，有了这一标志城市就有了光点、旅游有了方向、购物有了方位，区域形象就鲜活起来。城市LOGO 将应用于十大领域：重大活动，如重要会议、招商活动、节庆活动、会展活动等；公共建筑，如标志性建筑物、文化宫、博物馆等；城市窗口，如车站、码头等；特色区块，如景点景区、文保点、公园等；城市细节，如城市家具、文化碎片等；公共设施，如道路、桥梁、门牌等；城市宣传，如旅游宣传片等；公务系统，如公务人员的徽章、名片等；荣誉信用，如荣誉证书、奖章等；行业企业，如特色行业、名企名品

26、的宣传推广等。示例：城市窗口形象提升。在车站、码头、收费站等交通门户开展“第一印象区”建设，首先植入鲜明的城市宣传广告，给来客以视觉冲击；其次完善导航标识，将游客引向休闲设施；再次改善周边环境、增强服务意识，全面提升软件、硬件服务水平。2、公共休闲空间标识性建筑形象改造。增加夏都公园妫河流域的宣传标志，强化游客对“妫”形象的认知；对东关环岛、妫川广场这一核心商业区进行亮化、美化、硬化改造；在永宁古城、千家店镇区开展特色品牌凝练、塑造工程。公共休闲服务设施。一是完善设施，根据合理布局添加休息座椅、健身娱乐设施、公共饮水器等；二是改造设施，从统一风格、人性化服务等方面提升休闲设施水准。公共卫生服务

27、设施。增加垃圾桶（烟灰皿）、公共卫生间的数量，卫生服务设施的设置要满足便捷的要求，同时应与周边环境相协调。（二）加强休闲品牌管理机制1、加强网络运用建立专用网络宣传平台文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:C

28、J1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3

29、U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 H

30、I4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3

31、M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4

32、ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10

33、E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4

34、在重要的旅游网站（途牛网、去哪网）、读者较多的电子报网站开辟“延庆频道”，在开心网等网络建立公共主页，同时利用微博等渠道及时更新发布有关延庆的旅游休闲信息。加强议题管理首先是创造舆论，延庆的节事活动基本覆盖四季，相应地主流媒体上的有关延庆休闲旅游的报道就应每天不间断。同时利用微博、公共主页等网络平台推出设计好的议题（如延庆哪个季节去最合适）引导关于延庆的讨论，同时适时地传递相关休闲活动信息。2、建立品牌危机预警和管理机制建立舆情分析与反馈机制责成专门人员负责休闲品牌评估与检测工作，根据一定指标体系进行品牌的知名度、美誉度、认知度、忠诚度评价，通过网络、新闻媒体及时发现对于延庆品牌的负面信息，迅

35、速找到信息源头，查找问题，并及时通报和反馈信息。建立媒体合作机制一方面要发挥媒体的社会预警功能，通过媒体及时了解关于品牌的负面消息。另一方面，发挥媒体的话题设置功能。如当人们质疑延庆景区不够A 级标准环境时，媒体的持续关注与理性报道使得媒体话题影响公众话题，推进事件本身转向了“危机”后持续的环境整改、制度创新等，形成有效的事后危机公关。文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:

36、CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X

37、3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8

38、HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L

39、3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4

40、 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z1

41、0E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4文档编码:CJ1L1X3U7A8 HI4K7L3M10Z4 ZM6Z10E9M7J4