旅游产品竞争升级的一个表象,即城市品牌介入旅游产品的竞争。这意味着在现阶段旅游产品自身的提升已逐渐势微。而城市品牌,特别是开发国际旅游产品方面,却往往被人忽视。因此,本文首先对旅游产品竞争中存在的隐患＂城市品牌的缺失＂以及面临的危机＂USP的标准化＂进行了简要的论述,指出在旅游产品竞争中,一个城市的品牌竞争力以及独特的销售卖点将起到举足轻重的作用。其次,以绵阳为例,通过遴选城市旅游产品的USP、重构城市旅游产品的意象、提升城市品牌的竞争力和信息化城市品牌的营销渠道这四个步骤来深入阐述如何开发一座国际旅游产品。%The representation of tourism products＂ escalating competition, namely, the competition of urban brand＇s involvement in tourism products means that the escalation of current tourism products declines gradually. This paper presents a brief discussion of ＂the loss of urban brand＂ existed in the competition of tourism products and the facing crisis of ＂the standardization of USP＂ and points out that the brand competitiveness and unique USP plays a pivotal role in the competition of tourism products. Furthermore, as a case study of Mianyang, it expounds how to develop international tourism products of a city through the USP of selected city＇s tourism products, the im- age reconstruction of city＇s tourism products, the promotion of the competitiveness of urban brand and the marketing channel of information - based urban brand
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