河南省导游培训机构品牌塑造策略研究

发布时间：2018-02-04 02:44

本文关键词： 导游培训机构品牌塑造策略　出处：《河南大学》2009年硕士论文　论文类型：学位论文

【摘要】： 河南省旅游业的飞速发展使得导游职业成为热门,也给河南省的导游培训业带来新的发展契机。虽然河南省的导游培训机构为数不少,但并非着眼于导游的专业发展和旅游业的发展需要,缺乏品牌导游培训机构。由此出现了旅游业急需中高级导游的现状,甚至有的旅行社出资20万也难聘到高级导游的状况;本文针对目前河南省导游培训机构的品牌运行现状,在深入分析导游培训业特点的基础上提出了品牌的塑造策略。本研究围绕品牌的概念和品牌体系的构成、河南省导游培训机构的品牌运行现状和构建的必要性以及塑造品牌的策略三个部分进行。第一部分详细解读了导游培训机构的概念及分类还有营销学上的品牌和品牌塑造的概念、含义以及内涵。导游培训机构品牌塑造具体包含了品牌定位、品牌核心竞争力及品牌传播三个方面。第二部分认真分析了河南省导游培训机构品牌构建实际运作中的问题。并阐述了河南省导游培训机构品牌建设的必要性。第三部分提出了河南省导游培训机构的品牌建构策略。认为导游培训机构要加强品牌意识,准确定位、品牌核心竞争力的构建以及加强品牌推广宣传乃是河南省导游培训机构品牌构建的途径。结合本人调研工作的实际情况,希望从河南省导游培训机构的培训品牌如何建立入手,研究影响导游培训机构发展的因素,从而提出建构河南省导游培训机构的品牌建构策略,供各培训机构在实际的培训发展管理过程中选择参考。根据本文的研究特点,在研究方法选择上,总体上采取了比较分析法、访谈法、案例分析方法、资料文献调查法、社会科学研究法等研究方法。本论文创新之处在于系统、深入地分析了河南省导游培训机构品牌运行现状,并认真探讨了河南省导游培训机构品牌建构的策略。
[Abstract]:The rapid development of the tourism industry in Henan Province has made the tour guide profession a hot topic, and has also brought a new opportunity for the development of the tour guide training industry in Henan Province, although there are a large number of tour guide training institutions in Henan Province. However, it is not focused on the professional development of tour guides and the development needs of tourism industry, lack of brand tour guide training institutions. Even some travel agencies contribute 200,000 difficult to hire senior tour guides; Based on the analysis of the characteristics of tour guide training industry in Henan Province, this paper puts forward the brand shaping strategy. This study revolves around the concept of brand and the composition of brand system. There are three parts: the running status and the necessity of constructing the tour guide training institution in Henan province and the strategy of building the brand. The first part explains the concept and classification of tour guide training institutions, as well as the concept, meaning and connotation of marketing brand and brand shaping. Brand core competitiveness and brand communication three aspects. The second part analyzes the problems in the construction of tour guide training institution brand in Henan Province, and expounds the necessity of the brand construction in Henan tour guide training institution. The third part puts forward the brand construction strategy of tour guide training institutions in Henan Province, and thinks that tour guide training institutions should strengthen brand awareness and accurately position. The construction of brand core competence and the strengthening of brand promotion and publicity are the ways to construct the brand of tour guide training institutions in Henan Province. Combined with the actual situation of my research work, I hope to start with how to establish the training brand of tour guide training institutions in Henan Province, and study the factors that affect the development of tour guide training institutions. Thus, the brand construction strategy of Henan tour guide training institution is put forward, which can be used as a reference for all training institutions in the course of actual training development and management. According to the characteristics of this study, in the selection of research methods, the overall use of comparative analysis method, interview method, case analysis method, data literature survey method. The innovation of this paper lies in the systematic analysis of the running status of tour guide training institutions in Henan Province and the strategy of brand construction in Henan tour guide training institutions.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F592.6

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