Brand Laddering – Tourism of Shanghai

Tourist Benefits Ladder Worksheet

Emotional Benefits:
- Kindness to foreigners
- One-stop to observe China
Functional Benefits:
- Tourism hub of inner China
- Converged culture to ease culture shock
Features:
- Largest and most westernized city of China
- Developed tourism service
- Transportation hub of both international & domestic
The Positioning Statement

“Among tourists in planning of their first journey to

China, Shanghai is the brand of culture converge and
developed tourism, that tourists can observe modern
and ancient of China by one-stop, enjoy friendly
society and hospitality with limited culture shock and
pivot into other destinations of China instantly.”