A国际旅行社品牌建设问题研究

发布时间：2018-11-28 19:42

【摘要】：在中国入世和国民经济迅猛发展的背景下,A国际旅行社在发展中机遇与挑战并存。20世纪90年代末,我国旅行社开始了品牌建设管理实践。旅行社的竞争最终归结为品牌竞争,建设旅行社品牌形象成为保持核心竞争力的重要手段。多年来,A国际旅行社管理层一直强调要把“A国际旅行社建设成受广大消费者喜爱的旅游品牌”。本文主要研究A国际旅行社的品牌建设问题。具体包括三方面内容:一是采用多元统计分析方法,统计分析游客对品牌价值的认识情况,以发现旅行社品牌建设对A国际旅行社的重要性;二是采用定性分析方法,研究A国际旅行社品牌建设的现状,分析A国际旅行社品牌建设中的主要问题和挑战;三是采用定性研究与定量统计分析相结合的方法,研究加强A国际旅行社品牌建设的具体措施。本文的主要研究结论是:第一,品牌建设对提高A国际旅行社的核心竞争力非常重要。第二,品牌建设中存在的主要问题和挑战:品牌经营意识淡薄,缺乏科学管理理念;重价格,轻质量;无品牌标识,无核心价值;缺乏价格差异化产品;线上旅游公司的严重冲击等。第三,品牌建设可以通过科学战略管理和建设品牌文化、人才培养等措施实现。本文的研究可以为A国际旅行社品牌建设提供理论和实践指导,也可以为其他旅行社的品牌建设提供参考。
[Abstract]:Under the background of China's entry into WTO and the rapid development of national economy, A international travel agency has both opportunities and challenges in its development. At the end of 1990s, China's travel agencies began the practice of brand building and management. The competition of travel agency comes down to brand competition, and building brand image of travel agency becomes an important means to maintain core competitiveness. For many years, A International Travel Agency management has been emphasizing the "A International Travel Agency to build into a popular consumer tourism brand." This paper mainly studies the brand construction of A international travel agency. It includes three aspects: the first is to use the method of multivariate statistical analysis to analyze the tourists' understanding of brand value in order to find out the importance of the brand construction of travel agency to A international travel agency; The second is to use qualitative analysis method to study the current situation of A international travel agency brand construction, and analyze the main problems and challenges in A international travel agency brand construction. Third, the method of combining qualitative research with quantitative statistical analysis is adopted to study the concrete measures to strengthen the brand construction of A international travel agency. The main conclusions of this paper are as follows: first, brand building is very important to improve the core competitiveness of A international travel agency. Second, the main problems and challenges in brand construction are: weak brand management consciousness, lack of scientific management concept, emphasis on price, light on quality, no brand logo, no core value, lack of price differentiation products; The severe impact of online travel companies, etc. Thirdly, brand building can be realized through scientific strategic management, brand culture and talent training. The research in this paper can provide theoretical and practical guidance for the brand construction of A international travel agency, and also provide reference for the brand construction of other travel agencies.
【学位授予单位】：华北电力大学(北京)
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F592.6

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