辽宁省中国国际旅行社品牌策略研究

发布时间：2018-01-20 12:59

本文关键词： 旅行社品牌策略　出处：《大连理工大学》2008年硕士论文　论文类型：学位论文

【摘要】： 随着中国经济的蓬勃发展,旅游产业规模不断扩大,旅行社数量、旅游营业收入、旅游人数逐年上升,而我国旅游市场竞争却日益激烈,尤其是价格的恶性竞争造成行业利润率连年下降,与此同时消费者的旅游需求不断升级,消费观念日趋成熟越来越注重服务质量和品牌。在这样的市场环境下中,如何制定旅行社品牌营销策略就成为制胜的关键。本文以辽宁省中国国际旅行社(下称辽宁国旅)为例,运用现代品牌相关理论为依据,系统地分析了我国旅行社行业的现状和竞争态势,深入地剖析了现阶段辽宁国旅所面临的机遇与挑战,并结合辽宁国旅自身的优势与劣势,利用SWOT分析方法对企业的品牌经营策略进行设计。在品牌策略方案制定的过程中,首先对辽宁国旅进行市场细分确定目标市场;其次对品牌识别系统进行规划、并进行品牌定位;然后对辽宁国旅的产品做品牌化方案设计;再次,对辽宁国旅品牌的广告与宣传进行部署,使品牌得到有效的传播,进一步扩大企业的知名度。在文章的最后提出了辽宁国旅的品牌经营策略的实施途径,主要有提高员工素质、提高产品和服务质量、与传媒密切合作、积极进行创新以及对辽宁国旅的品牌资产进行科学管理,特别是将品牌知名度、品牌认可度、品牌联想、品牌忠诚度与品牌溢价能力有机地统一起来,并不断地加以提升,着力打造强势品牌。
[Abstract]:With the vigorous development of China's economy, the scale of tourism industry is expanding, the number of travel agencies, tourism revenue, tourism numbers are increasing year by year, but the competition of tourism market in China is becoming increasingly fierce. In particular, the vicious competition of price causes the profit margin of the industry to decline year after year, at the same time, the consumer's tourism demand is constantly escalating. In such a market environment, how to make travel agency brand marketing strategy becomes the key to success. Taking Liaoning Province China International Travel Service (Liaoning China Travel Service) as an example, this paper systematically analyzes the current situation and competition situation of China's travel agency industry based on modern brand theory. This paper deeply analyzes the opportunities and challenges facing Liaoning CTS at the present stage, and combines the advantages and disadvantages of Liaoning CTS, and designs the brand management strategy of enterprises by using SWOT analysis method. In the process of making brand strategy, firstly, the market segmentation of Liaoning CTS is carried out to determine the target market. Secondly, the brand identification system is planned, and brand positioning is carried out. Then the brand design of Liaoning CTS products; Thirdly, the advertisement and propaganda of Liaoning CTS brand are deployed to spread the brand effectively and further expand the reputation of the enterprise. At the end of the article, the author puts forward the way to implement the brand management strategy of Liaoning CTS, which mainly includes improving the quality of employees, improving the quality of products and services, and cooperating closely with the media. Actively carry out innovation and scientific management of brand assets of Liaoning CTS, especially unify brand awareness, brand recognition, brand association, brand loyalty and brand premium ability organically. And continue to promote, and strive to create a strong brand.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F592.6;F224

【相似文献】