近十年来随着经济全球化的发展，各地机场建设加速，机场行业区域竞争变 得越发激烈。面对激烈的竞争，广州白云机场自 2015 年起尝试打造自身特有的 机场品牌，但品牌营销效果不理想，无法给旅客留下清晰的品牌形象。针对这个 现实营销问题，本文对白云机场品牌定位策略进行详细深入研究，分析其品牌识 别设计和品牌定位以及品牌形象存在的问题，提出以岭南文化为核心重塑白云机 场的文化机场品牌定位策略。 论文研究分六大部分。论文在第一、二部分，主要分析机场品牌建立的意义 与介绍相关的品牌理论；第三部分为介绍白云机场背景、竞争格局与发展现状； 第四、五部分对白云机场品牌形象与竞争对手进行分析。其中，品牌形象由 419 份问卷分析得出，该问卷根据品牌定位理论制定，调查对象为使用过白云机场的 进出港旅客。而竞争对手的分析，将根据白云机场所处区域情况，选取 5 座国内 外机场作为主要竞争对手，通过相互比较，找出品牌对等点 POP（Point of Parity） 和差异点 POD（Point of Difference）。第六部分与结论，将结合第四、五部分的 分析和提炼广东岭南文化的特征元素和广州人文精神，为白云机场建立清晰明确 的“文化机场”品牌识别系统和品牌定位；通过本文的分析与研究，希望能为白 云机场以及其他机场的品牌建设中，提供实施方向与参考意义。 关键词：品牌识别，品牌定位，文化机场，岭南文化LIST OF ABBREVIATIONS CNY: China Yuan BYAirport：Guangzhou Baiyun International AirportTABLE OF CONTENTS 摘要............................................................................................................................ii LIST OFABBREVIATIONS........................................................................................iii TABLE OF CONTENTS..............................................................................................iv 目 录..........................................................................................................................vii LIST OF TABLES ........................................................................................................ix 表 目 录....................................................................................................................x LIST OF FIGURES ......................................................................................................xi 图 目 录..................................................................................................................xii Chapter I Introduction....................................................................................................1 1.1 Research Background ......................................................................................1 1.2 Research Objectives.........................................................................................4 1.3 Research Methodology....................................................................................5 1.4 Research Logic.................................................................................................5 1.5 Summary..........................................................................................................5 Chapter II Literature Review.........................................................................................7 2.1 Positioning and Brand Positioning...................................................................7 2.2 Brand Positioning Theory and Research Horizon............................................7 2.2.1 Research and Development of Positioning Theory in Western ....................7 2.2.1.1 USP theory.................................................................................................8 2.2.1.2 Brand Image Theory..................................................................................9 2.2.1.3 Positioning Theory.....................................................................................9 2.2.2 Research and Development of Positioning Theory in China......................10 2.2.2.1Advertising Communication Perspective.................................................10 2.2.2.2 Marketing Strategy Perspective...............................................................10 2.2.2.3 System Micro Perspective........................................................................112.2.2.4Brand Equity Perspective..........................................................................11 2.3 Brand positioning and Brand Identity, Brand Equity.....................................11 2.3.1 Relationship between Brand Positioning and Brand Identity.....................11 2.3.2 Relationship between Brand Positioning and Brand Equity.......................13 2.4 Research onAirport Brand andAirport Brand Positioning...........................15 2.5 Summary........................................................................................................16 Chapter III Case Analysis ............................................................................................18 3.1 Introduction of Guangzhou Baiyun InternationalAirport .............................18 3.2 Introduction of Guangzhou Baiyun InternationalAirport Co., Ltd...............20 3.3 The Status of Guangzhou Baiyun International Airport in the Airport Industry ..............................................................................................................................22 3.4 Guangzhou Baiyun InternationalAirport's Current Brand Positioning.........24 3.5 The Status Quo of Brand Positioning Strategy Implementation of Guangzhou Baiyun International Airport................................................................................25 3.6 Summary........................................................................................................27 Chapter IV Analysis of Brand Positioning Strategies of Baiyun Airport and Its Competitors..................................................................................................................29 4.1 BaiyunAirport's Current Brand ImageAnalysis ...........................................29 4.1.1Analysis of the Questionnaire.....................................................................29 4.1.2Analysis and Summary of the Questionnaire..............................................33 4.2 Analysis of Current Brand Positioning and Brand Marketing of Baiyun Airport..................................................................................................................34 4.3 BaiyunAirport's Main Competitor Brand Positioning Strategy....................36 4.3.1 Analysis on the Implementation of Brand Positioning of Major Competitive AirportsAbroad ...................................................................................................36 4.3.1.1 Singapore ChangiAirport........................................................................38 4.3.1.2 Incheon InternationalAirport, South Korea.............................................40 4.3.1.3 Tokyo InternationalAirport .....................................................................40 4.3.2 Analysis on the Implementation of Brand Positioning of Major domesticCompetitiveAirports............................................................................................42 4.3.2.1 Beijing Capital InternationalAirport.......................................................43 4.3.2.2 Shanghai Pudong International Airport ...................................................44 4.3.2.3 Shenzhen Baoan InternationalAirport.....................................................45 4.3.2.4 Hongkong InternationalAirport...............................................................46 4.3.2.5 Comparison of Major Competitors..........................................................46 Chapter V: CultureAirport Brand Positioning Strategy Based on Lingnan Culture...52 5.1 Proposal of BaiyunAirport CulturalAirport Brand Concept ........................52 5.2 Select Target Customer Group.......................................................................52 5.3 Choose a Major Competitor...........................................................................53 5.4 POD and POD selection of Baiyun CultureAirport brand............................54 5.5 Construction