旅行社品牌战略的实施与经营（Implementation and management of brand strategy of travel agency）.docVIP

旅行社品牌战略的实施与经营（Implementation and management of brand strategy of travel agency） Implementation and management of brand strategy of travel agency The implementation and management of brand strategy of travel agency 2008-12-20 15:10:04 Abstract: the entry into WTO has a far-reaching impact on Chinas travel agencies, especially in brand management, the Chinese travel agency will face severe challenges outside the world. Under such circumstances, the Chinese travel agency should enhance the strategic management level of the whole industry from the core competence of brand management. This article will make recommendations for the implementation and management of the travel agency brand strategy. Key words: brand strategy; travel agency; coping strategy Modern marketing for brand research has been several decades of history. Today, with the globalization of the world economy, brand is regarded as the core competitiveness of modern enterprises. As a service industry with customer perceived value as the main evaluation system, tourism industry has its own unique aspects, such as brand attributes, values, culture and operation. The brand strategy refers to a series of methods and strategies that the travel agency serves the long-term development strategy of the travel agency in order to achieve better brand returns and development in the market. For Chinas travel agencies, brand strategy has a special and important significance. During the more than 20 years development in China, the reform and opening up of the travel agency industry has been gradual. With the rapid development of the tourism industry, the travel agency developed from less than 2000 in the last century to 14927 in 2004 of 80s. The increasing scale makes the travel agency as a bridge between tourism service providers and tourists. After experiencing the initial stages of travel agency monopoly, self-development, internal competition and other aspects, it faces the severe test of joining wto. Problems existi