摘  要：天地石刻园景区坐落于具有“江南文物之邦”美誉的江苏省丹阳市，这里资源丰富，气候宜人，不仅是著名的鱼米之乡，也是一座源远流长的文化古城。但是当下丹阳的旅游业的发展势头却远远落后于经济，急需改善。作为丹阳最具特色的旅游景区之一，天地石刻园的成长与丹阳旅游业的发展息息相关。

本文从天地石刻园的发展状况入手，发现该园区的发展战略存在若干问题。主要有以下三点：分别是品牌意识淡漠、品牌定位模糊以及营销手段单一。品牌可以直接反映出一个景区产品和服务的价值，经过调查，当前天地石刻园的品牌化发展还处于起步阶段，品牌价值弱、知名度低、市场竞争力差，如何重塑品牌形象成了改变天地石刻园现状最核心的问题。本文立足于天地石刻园品牌发展的现状，调查分析发展中的问题和原因，以园区的资源优势和西安碑林的发展历程为导向，提出一系列解决方案，目的在于推动该园区的可持续发展。

关键词：旅游；品牌化；重塑；天地石刻园

Research on Branding of Danyang Tiandi Stone Carving Garden

Abstract：The danyang tiandi stone carving park is located in danyang with the reputation of jiangnan cultural relics of the state, , It is rich in resources and pleasant in climate. It is not only a famous land of fish and rice, but also a cultural city with a long history. However, danyang's tourism industry lags far behind the economic development and needs improvement.Tiandi stone caring park is one of the most distinctive scenic spots in danyang，its growth of the heavens and the earth stone carving park is closely related to the development of tourism in danyang.

This text set about from the heavens and the earth stone carving park development present situation, found that there are some problems in the development strategy of the scenic spot, there are three main points: brand consciousness, brand positioning fuzzy and single marketing method.Brand is a product value the most direct manifestation of scenic spots, after investigation, the current of the heavens and the earth stone carving park brand development is still in its infancy, weak brand value, low popularity，poor market competitiveness, how to restore the brand image is change the heavens and the earth stone carving park the core problem. Based on the status quo of the heavens and the earth stone carving park brand development, survey and analyze the problems and reasons, in the development of the resource advantage of to park and the development of xi 'an forest of steles as the guidance, A series of measures are put forward to promote the sustainable development of the scenic spot.

Key Words: tourism; branding; restore; Danyang Tiandi Stone Carving Park

目  录

摘要                     --1

Abstract                   -Ⅱ

目录                    --Ⅲ

引言                     -1

一、天地石刻园概况                 2

（一）天地石刻园概述               --2

（二）天地石刻园资源优势              -2

二、天地石刻园景区品牌发展的现状           -3

（一）天地石刻园品牌发展的概况            3

（二）天地石刻园品牌发展中的问题           - 4

（三）天地石刻园品牌问题的原因分析          -- 6

三、天地石刻园景区品牌重塑策略            7

（一）西安碑林景区的经验启示             7