旅游企业品牌战略探讨——以途牛旅游网为例.pdfVIP

毕业论文范文模板 旅游企业品牌战略探讨 ——以途牛旅游网为例 摘 要 品牌，在 《牛津大辞典》里被解释为 “用来证明所有权，作为质量的标志或其他用途”，即 用以区别和证明品质。在市场演化进程中，品牌早已跳出了品质证明和区别的简单含义。在现 代品牌中蕴含着企业的文化、个性特征、企业性格、群体划分、企业实力等等，成为企业独占 鳌头的杀手锏。追本溯源，品牌最原始的雏形即是人们在自家家畜上烙上烙印，作为私有财产 与他人财产区分的简单标记；之后用简单图形标记在产品上，用作自有产品声誉维护的法律标 志；随着市场的繁盛与发展，品牌日益成熟；进而发展到全球企业对品牌的追逐、研究与推崇。 我国的品牌建设起步晚，发展快，但是由于自身积累不足，制定决策不合理，导致我国的品牌 建设始终处于一个低端水平。本文从途牛旅游网的品牌建设现状出发，深入分析旅游企业品牌 建设过程中存在的各种问题，并就此提出相应的对策和建议，以期对我国品牌建设有所助推。 关键词：品牌；旅游企业；战略 I 毕业论文范文模板 Abstract Brand ， in the Oxford big dictionary is interpreted as used to prove ownership ， as a symbol of quality or other purposes ， which is used to distinguish and verify quality. In the process of marketization ， the brand already jumped out of the certificate of quality and distinction between the simple meaning of. In the modern brand contains the culture of the enterprise ， enterprise personality ， personality characteristics ， division of groups ， the strength of enterprises and so on ， becomes the enterprise exclusive killer mace. Trace to its source ， the most primitive form of brand is the people in their livestock on brand ， as private property and the property of others distinguish between simple mark ； followed by a simple graphic symbols in product ， as its own product reputation protection legal mark ； as the markets prosperity and development ， brand is increasingly mature ； and further developed into a global enterprise the chase brand ， research and respected. Chinas brand construction starts late ， development is rapid ， but because oneself accumulates inadequacy ， decision making is not reasonable