联盟聚力  合作给力  品牌更具影响力

Alliance cohesion can make brand more awesome.

发布时间：2020-11-20 09:38 来源：中国旅游报 编辑：马思伟

09:38, November 20, 2020 source: China Tourism News Editor: Ma Siwei

近日，长三角旅游推广联盟在上海举办推介会，向海内外推介长三角优质旅游资源和产品，展现长三角一体化在文旅领域的成就。长三角旅游推广联盟是我国众多旅游推广联盟之一。据初步统计，目前各地文化和旅游部门联合成立了25个旅游推广联盟，如中国世界遗产旅游推广联盟、“三区三州”旅游大环线宣传推广联盟、中国长城旅游市场推广联盟、沿黄九省（区）黄河之旅旅游联盟、中国冰雪旅游推广联盟等，每个联盟都有着鲜明的主题、响亮的品牌。

Recently, the Yangtze River Delta tourism promotion alliance held a promotion meeting in Shanghai to promote the high-quality tourism resources and products of the Yangtze River Delta at home and abroad, demonstrating the achievements of Yangtze River Delta integration in the field of culture and tourism. The Yangtze River Delta tourism promotion alliance is one of China's many tourism promotion alliances. According to preliminary statistics, at present, 25 tourism promotion alliances have been established jointly by various cultural and tourism departments, such as the China World Heritage Tourism Promotion Alliance, the "three regions and three states" tourism promotion alliance, the China Great Wall tourism market promotion alliance, the Yellow River Tour alliance of nine provinces (regions) along the Yellow River, and the China ice and snow tourism promotion alliance. Each alliance has a distinct theme , a famous brand.

面对新发展格局，各类旅游推广联盟也面临诸多机遇和挑战，如何让联盟品牌叫得更响、联盟成员受益更多，业界一直在探索。

In the face of the new development pattern, all kinds of tourism promotion alliances are also facing many opportunities and challenges. How to make the alliance brand louder and benefit more members of the alliance has been explored by the industry.

凝聚合力 形成亮点

Cohesive force forms bright spot

各类旅游推广联盟积极作为，在加强文化和旅游部门之间的互动合作、激活区域文化和旅游市场、树立和强化主题旅游品牌、助力地方文化和旅游业发展等方面发挥着重要作用。

All kinds of tourism promotion alliances play an important role in strengthening the interaction and cooperation between cultural and tourism departments, activating regional culture and tourism market, establishing and strengthening theme tourism brands, and helping the development of local culture and tourism.

随着长三角一体化发展国家战略深入实施，区域内文旅交流合作日益紧密。今年9月，在文化和旅游部指导下，长三角三省一市文化和旅游部门于上海共同成立长三角旅游推广联盟。“文化和旅游合作已成为长三角一体化发展的重要一环。联盟成员将积极参加各类旅游推广活动，联手构建覆盖全媒体的旅游营销网络，适时邀请境外旅行商到长三角考察踩线，支持开展联盟成员间的区域性旅游宣传推广活动。”长三角旅游推广联盟秘书处负责人、上海市文化和旅游局宣传推广处处长陈平表示。

With the further implementation of the national strategy of Yangtze River Delta integration development, regional cultural and tourism exchanges and cooperation are increasingly close. In September this year, under the guidance of the Ministry of culture and tourism, the cultural and tourism departments of the three provinces and one city of the Yangtze River Delta jointly established the Yangtze River Delta Tourism Promotion Alliance in Shanghai. "Cultural and tourism cooperation has become an important part of the integrated development of the Yangtze River Delta. Members of the alliance will actively participate in various tourism promotion activities, jointly build a tourism marketing network covering all media, and timely invite overseas travel agents to visit the Yangtze River Delta, and support regional tourism promotion activities among alliance members. " Chen Ping, head of the Secretariat of the Yangtze River Delta Tourism Promotion Alliance and director of the publicity and Promotion Department of Shanghai Municipal Bureau of culture and tourism, said.

中国世界遗产旅游推广联盟成立于2015年，每届联盟大会都得到各省份文化和旅游部门的高度重视。“2019年，联盟秘书处制作完成了包含55处中国世界遗产的宣传片，引起了热烈反响。2020年年会，多达160余名联盟成员代表参会，各遗产地成员单位还带来了文创产品现场展示和推介。”中国世界遗产旅游推广联盟秘书处负责人、北京市文化和旅游局资源开发处处长张靖表示。

China world heritage tourism promotion alliance was established in 2015, and each conference of the alliance has been highly valued by the cultural and tourism departments of all provinces. "In 2019, the Secretariat of the alliance has completed a promotional film containing 55 Chinese world heritage sites, which has aroused a warm response. At the 2020 annual meeting, as many as 160 representatives of alliance members attended the meeting, and member units of various heritage sites also brought on-site display and promotion of cultural and creative products. " Zhang Jing, head of the Secretariat of China World Heritage Tourism Promotion Alliance and director of the Resource Development Department of Beijing Municipal Bureau of culture and tourism, said.

成立于2014年的中国长城旅游市场推广联盟，已经连续多次组织成员单位赴美洲、欧洲、东南亚等地联合推广，向国外居民展示长城旅游线路；策划“行走长城”百集系列采访报道活动，以秦皇岛老龙头为起点、甘肃嘉峪关为终点，讲述长城故事。

Established in 2014, the China Great Wall tourism marketing promotion alliance has organized member units to go to America, Europe, Southeast Asia and other places for joint promotion, showing the Great Wall tourism routes to foreign residents; planning a series of interviews and reports of "walking the Great Wall" series, starting from the old dragon head of Qinhuangdao and ending at Jiayuguan, Gansu Province, tells the story of the Great Wall.

中国冰雪旅游推广联盟在创新推广方式上下足了功夫。“自联盟成立以来，打造‘北国冰雪’品牌，创作《冰雪之歌》；研发设计系列冰雪旅游产品，推出5条‘北国冰雪’主题线路；积极组织开展国内外市场推广活动，牵头组织联盟七省区赴阿联酋、马来西亚、新加坡、柬埔寨等地举办‘美丽中国—冰雪之旅’联合推广活动，赴香港举办‘激情冰雪之旅’宣传推广活动。”中国冰雪旅游推广联盟秘书长、黑龙江省文化和旅游厅推广营销处处长张春艳介绍。

China ice snow tourism promotion alliance has made great efforts to innovate promotion methods. "Since the establishment of the alliance, it has created the brand of" northern ice and snow "and created the" song of ice and snow "; it has developed and designed a series of ice and snow tourism products, launched five" northern ice and snow "theme routes; actively organized and carried out market promotion activities at home and abroad, and took the lead in organizing seven provinces and regions of the alliance to hold" beautiful China - ice and snow Tour "in UAE, Malaysia, Singapore, Cambodia and other places We will go to Hong Kong to hold "passionate ice and snow Tour" promotion activities Zhang Chunyan, Secretary General of China ice snow tourism promotion alliance and director of promotion and marketing department of Heilongjiang Provincial Department of culture and tourism, introduced Zhang Chunyan.

拓宽渠道 期待赋能

Broaden channels and expect empowerment

在以国内大循环为主体、国内国际双循环相互促进的新发展格局下，各类旅游推广联盟持续加大统筹协调力度、创新推广方式、拓展推广渠道，对下一步工作充满了信心，同时也期待来自各界的更多赋能。

Under the new development pattern with domestic circulation as the main body and domestic and international dual circulation promoting each other, all kinds of tourism promotion alliances continue to strengthen overall coordination, innovate promotion methods and expand promotion channels. They are full of confidence in the next step of work, and look forward to more empowerment from all walks of life.

“随着长城国家文化公园建设的推进，长城旅游市场推广进入全新发展阶段，辽宁、黑龙江、吉林、山东、河南、新疆等地加入，联盟成员已经扩大到15个省区市，联盟将在文化和旅游部资源开发司指导支持下，协调推进，进一步提升长城旅游品质，打响长城文化品牌。”中国长城旅游市场推广联盟秘书处负责人，河北省文化和旅游厅宣传和对外合作交流处处长李新杰说。

"With the promotion of the construction of the Great Wall National Cultural Park, the promotion of the Great Wall tourism market has entered a new stage of development. Liaoning, Heilongjiang, Jilin, Shandong, Henan, Xinjiang and other places have joined. The alliance members have expanded to 15 provinces, autonomous regions and cities. Under the guidance and support of the Resources Development Department of the Ministry of culture and tourism, the alliance will coordinate and promote the Great Wall Tourism Quality and launch the Great Wall culture Brand. " Li Xinjie, head of the Secretariat of the China Great Wall Tourism Marketing Promotion Alliance and director of the publicity and foreign cooperation and Exchange Department of Hebei Provincial Department of culture and tourism, said.

“中国冰雪旅游推广联盟下一步将择优吸纳成员、进一步扩大联盟声势。明年重点是结合冬奥会设计研发冬奥主题产品，并策划组织到长三角、珠三角等重点客源市场开展联合推广活动。”张春艳说，目前，联盟推广工作存在缺乏活动资金、专职工作人员及推广渠道不足等问题。建议相关部门设立专项宣传推广基金；每年组织召开全国重点旅游推广联盟工作座谈会，研讨联盟工作，完善顶层设计；整合国内外旅游宣传推广资源，为宣传推广联盟旅游品牌和产品提供更多渠道和平台。

"In the next step, China ice snow tourism promotion alliance will select the best members to further expand its momentum. Next year, we will focus on the research and development of Winter Olympics themed products in combination with the design of the Winter Olympics, and plan and organize joint promotion activities in the Yangtze River Delta, Pearl River Delta and other key tourist markets Zhang Chunyan said that at present, there are some problems in the promotion of the alliance, such as lack of funds for activities, lack of full-time staff and promotion channels. It is suggested that the relevant departments should set up special publicity and promotion funds, organize the national key tourism promotion alliance work forum every year to discuss the alliance work and improve the top-level design; integrate domestic and foreign tourism promotion resources to provide more channels and platforms for the promotion of the alliance's tourism brand and products.

“联盟拥有180多家成员单位，涉及范围广、层级多，需要指导支持。”张靖说，目前，在年度预算上联盟面临较大压力，每年年会，各举办地也会承担较大费用，期望在中央财政预算中给予联盟资金支持，用于宣传推广、品牌打造、产品开发、交流合作以及主题培训等，从而让中国世界遗产旅游推广联盟的发展更有活力。同时，联盟推广形式需要进一步创新，联盟秘书处鼓励开展线上线下研讨交流学习活动、线上中国世界遗产云游等更深层次、更多方式的推广。

"The alliance has more than 180 member units, involving a wide range of levels, and needs guidance and support." Zhang Jing said that at present, the alliance is facing greater pressure in the annual budget, and each host city will also bear a large amount of expenses for the annual meeting. He hopes to give the alliance financial support in the central budget for publicity and promotion, brand building, product development, exchange and cooperation, and theme training, so as to make the development of China world heritage tourism promotion alliance more dynamic. At the same time, the promotion form of the alliance needs to be further innovated. The Secretariat of the alliance encourages to carry out online and offline discussion, exchange and learning activities, online travel of Chinese world heritage sites and other deeper and more ways of promotion.

业界建言 谋划发展

Industry advice and development plan

各类旅游推广联盟不仅受到政府部门的重视，成为助力政府相关战略、政策落地的重要抓手，同时也受到旅游业界关注，成为提升品牌知名度和美誉度的重要渠道。对于旅游推广联盟的持续健康发展，业界人士也提出了建议。

All kinds of tourism promotion alliances are not only paid attention by government departments, but also become an important way to promote the implementation of relevant strategies and policies of the government, but also concerned by the tourism industry. For the sustainable and healthy development of tourism promotion alliance, the industry also put forward suggestions.

北京大学博士生导师、博雅方略文旅集团创始人窦文章教授认为，谋划联盟工作要做到“五个一致性”：一是组织管理一致性，联盟设立需要政府部门的深度参与，确保推广联盟的组织管理统一；二是顶层设计一致性，联盟品牌推广需要科学合理的营销系统，这是关键一步；三是故事挖掘一致性，各成员单位分工讲一个系列故事；四是产品业态一致性，主要是标准一致；五是服务品质一致性，服务规范一致，做好联盟区域旅游服务无缝对接。

In order to ensure the consistency of the marketing strategies of the two universities, Dou believes that the establishment of the top-level alliance of professors and professors is to ensure the consistency of the marketing strategies of the two universities The key step is: the third is the consistency of story mining, and each member unit tells a series of stories according to their division of labor; the fourth is the consistency of product formats, mainly the consistency of standards; the fifth is the consistency of service quality and service standards, so as to make a seamless connection of tourism services in the alliance region.

浙江大学管理学院教授、中国旅游研究院融合创新研究基地首席专家周玲强表示，推动旅游推广联盟高质量发展，要回归联盟的本质，为共同利益聚义一方，一致行动共进退，解决常规治理模式下无法解决的问题。对于各联盟而言，要不忘联盟创立的初心，一心一意开展工作；对政府部门而言，要正本清源，对各类联盟实质作用加以甄别。要发挥旅游推广联盟的作用，当好旅游客源地与目的地的双向交流服务桥梁，拉动旅游消费，更好服务于新发展格局。

Zhou Lingqiang, Professor of Zhejiang University School of management and chief expert of integration and innovation research base of China Tourism Research Institute, said that to promote the high-quality development of tourism promotion alliance, we should return to the essence of the alliance, gather a party for common interests, act together to advance and retreat together, and solve problems that cannot be solved under the conventional governance mode. For each alliance, we should not forget the original intention of the alliance and work wholeheartedly; for the government departments, we should rectify the source and identify the substantive role of various alliances. We should play the role of tourism promotion alliance, serve as a two-way communication service bridge between tourist source and destination, stimulate tourism consumption, and better serve the new development pattern.

东北财经大学旅游与酒店管理学院院长史达建议，旅游推广联盟吸收其他领域联盟经验，注重组织形态创新，打破固化思维，跳出产业闭环的“小圈子”，从布大局、重落实两个维度出发，兼顾联盟中所有利益相关者的诉求。同时，避免“等、靠、要”观念，创新组织方式、治理方式，避免工作落入“老套路”，真正成为政府的好参谋、企业的好朋友。（李志刚 郭子腾）

According to Shi Da, Dean of the school of tourism and hotel management of Northeast University of Finance and economics, the tourism promotion alliance should absorb the experience of other fields, pay attention to the innovation of organizational form, break the fixed thinking, jump out of the "small circle" of industrial closed-loop, and take into account the demands of all stakeholders in the alliance from two dimensions of overall situation and implementation. At the same time, we should avoid the concept of "waiting, relying and demanding", innovate the organizational and governance methods, avoid the work falling into the "old routine", and truly become a good adviser of the government and a good friend of the enterprise. (Li Zhigang, Guo Ziteng)