本案例由江南大学商学院的吴媛媛授团队撰写，江南大学商学院案例中心研究员陈田田全文改编，江南大学商学院案例中心研究员盛诗慧为责任编辑，作者拥有著作权中的署名权、修改权、改编权。

摘要：鼋头渚风景区是无锡市第一批国家5A级景区，也是全国著名的旅游景点之一。从上个世纪八十年代以来，鼋头渚风景区作为“太湖佳地”的代名词已成功打造了其“太湖山水”的品牌效应。2008年随着“鼋头渚樱花节”子品牌的强势推出后，虽然景区收获了人气和口碑，但“太湖山水”这一主品牌的品牌形象在游客心中地位的日渐模糊，急需新思维、新模式为品牌发展赋予新动能。鼋头渚风景区开始打造多元化的品牌建设和管理，通过品牌延伸进行全面升级。本案例通过回顾鼋头渚风景区的发展历程，完整梳理了其品牌的创建、管理和延伸阶段的多项举措，深入分析了鼋头渚风景区的品牌打造和战略规划，以及其母品牌与子品牌的协调发展，对景区化解当下新冠疫情带来的运营危机和未来发展规划有重要借鉴意义。

关键词：鼋头渚风景区；太湖山水；樱花节；品牌管理；品牌延伸

Yuantouzhu Scenic Area：Find distinctive Brand Management

Abstract: Nowadays, Yuantouzhu is the first batch of 5A scenic spots in Wuxi, also one of the famous tourist attractions in China. Since the 1980s, Yuantouzhu Scenic Area has become synonymous with "Taihu Lake Beauty". With the launch of the sub-brand "Cherry Blossom Festival" in 2008, cherry blossom town attracts a large number of tourists in April every year. However, the brand image of the main brand "Taihu Mountain and Water" is gradually blurred. Instead of stagnating, Yuantouzhu Scenic Area has begun to build diversified brand construction and management, and carried out comprehensive upgrading through brand extension. This case reviews the development history of Yuantouzhu Scenic Area, comprehensively combs various measures in the stage of its brand creation, expansion and extension, and deeply analyzes the brand building and long-term planning of Yuantouzhu, as well as the coordinated development of main brand and sub-brand, which has important reference significance for solving the crisis brought by the current COVID-19 epidemic.

Keywords: Yuantouzhu Scenic Area; Taihu View; Cherry Blossom Festival; Brand Management; Brand Extension