我国旅行社品牌战略的研究.pdfVIP

ABSTRACT Since the year 2000，the number of mergers and acquisitions by Chinese state-owned large travel service corporations has considerably increased，and many world famous travel giants come to set up joint-venture travel agencies in China．Competition in Chinese travel services transforms from a lower level featured by price competition to a higher level characterized by quality and brand competition．As a result，it is all urgent task for Chinese travel services to foster a competitive brand and learn more from the cooperation with foreign travel giants． In recent years，CTS and CITS head offices have respectively restructured clear brand relationship with their local agencies，which demonstrates that on the one hand travel services began to recognize the importance ofbranding，and on the other hand the subject ofbrand has been relatively under researched in the travel service field． The thesis first provides research value on travel service branding strategy,and then makes a review of foreign and domestic literature that pertains to brand and travel service brand，and gives the author’s research frame．The second chapter makes definitions on brand and travel service brand， and discusses the three integrants of the brand strategy-brand model，positioning and brand design． According to the character of the travel industry and the travel service product，this chapter puts forward brand strategy of the travel service．The third chapter studies on branding strategy of developed countries with cases of world famous travel service corporations．The fourth chapter discusses the status of product branding strategy and travel service strategy in China and further analyzes reasons．Finally,the thesis gives some measures in Chinese travel agency brand construction on the base ofexperience from developed countries and Chinese situations． KEY WORD：travel service product branding corporation branding branding strategy 诚信保证 我通过自己的签名保证：我的论文是独立完成的，无他人代笔，所有从出版物中的引用 (包括图表等)均注明了出处：除了注明的文献之外，没有使