海南旅游企业集团品牌整合设计研究
摘 要：随着海南旅游企业集团的组建，其品牌在建设过程中产生了诸多问题。首先，本文对品牌整合设计相关内容进行了阐述，并分析了海南旅游企业集团品牌设计现状；其次，针对其问题从品牌管理模式、品牌视觉形象和品牌传播体系三个角度提出相应的策略。通过本文的研究，以期能够健全海南旅游企业集团品牌设计体系，完善品牌传播形式，提升企业集团竞争力，使其在复杂而多变的社会环境中脱颖而出，更好地助力海南自由贸易港建设。
关键词：海南；旅游企业集团；品牌整合设计
中图分类号：J524 文献标识码：A
文章编码：1672-7053(2021)05-0078-02
Abstract：With the establishment of Hainan Tourism Enterprise Group, many problems have arisen in the process of building its brand. First of all, this article explains the related content of brand integration design, and analyzes the status quo of Hainan tourism enterprise group brand design; secondly, it puts forward corresponding strategies from three perspectives of brand management model, brand visual image and brand communication system. Through the research of this article, we hope to improve the brand design system of Hainan tourism enterprise group, improve the form of brand communication, enhance the competitiveness of enterprise group, make it stand out in the complex and changeable social environment, and better assist the construction of Hainan Free Trade Port.
Key Words：Hainan; Tourism Enterprise Group; Brand Integration Design
