山西省旅行社的品牌建设研究

发布时间：2018-04-25 13:06

本文选题：旅行社 + 品牌　；参考：《山西大学》2012年硕士论文

【摘要】：改革开放三十年来,旅行社作为我国旅游业的“三大支柱产业”之一,在山西这块旅游资源丰富的土壤上汲取了丰富的“营养”,数量迅速增加,产业规模不断扩大。然而,随着山西旅游业的不断发展,众多旅行社却仍然没有摆脱“小、散、弱、差”的经营状况,收入利润率逐年下降,同时随着国家兑现加入世界贸易组织的约定,国际知名旅行社进入对本土旅行社的冲击及游客由于出游机会的日益增多,旅游经验的越来越丰富,其旅游消费行为也更加理性,出游时越来越关注旅游消费的内在本质,即人们在旅游消费中已经走出了只考虑价格的阶段,开始注重旅游服务质量的高低,这种问题的出现和变化要求旅行社企业要想在竞争中脱颖而出、在危机中寻求生存与发展,开展品牌建设将是势在必行的。在营销领域比较资深的专家莱特曾在其对营销与品牌的关系研究中指出,在未来的市场竞争中,要想赢得消费者,树立良好的品牌形象是最佳选择。在企业进行营销的过程中,取得成功的有力武器必然是品牌。企业管理者与投资者应清醒的认识到品牌是公司最有价值的资源,要想拥有广阔的市场唯一的途径就是要建立具有竞争优势的品牌。所以,旅行社企业要在如此激烈的市场中展开竞争,强势品牌的打造将成为制胜的法宝。然而就山西当前的旅行社来讲,几乎没有任何知名品牌,大部分旅行社的品牌意识依然淡薄,为求生存还在无休止的价格战中不断徘徊,极大地阻碍了其自身发展的同时也使得山西这个旅游大省无法大步向前。因此,为了使山西省旅行社行业能在激烈的竞争中赢得市场并不断发展壮大,本文将以企业管理中的品牌建设理论为理论支撑,运用先进的管理思想及方法,研究分析山西省旅行社行业的品牌现状及在品牌建设中存在的问题,并在此基础上提出在品牌建设模式、品牌识别、品牌经营及维护等方面的发展对策,希望山西省旅行社行业能在竞争中立于不败之地,并在自身不断发展壮大的同时能够为全国旅行社的发展提供一点借鉴。
[Abstract]:Since the reform and opening up 30 years ago, as one of the "three pillar industries" of China's tourism industry, travel agencies have drawn rich "nutrition" from the rich soil of tourism resources in Shanxi Province. The number of travel agencies has increased rapidly and the scale of the industry has been continuously expanded. However, with the continuous development of the tourism industry in Shanxi, many travel agencies still have not got rid of the "small, scattered, weak and poor" operating conditions, and the profit margin of income has decreased year by year. At the same time, as the country has fulfilled its agreement to join the World Trade Organization, The impact of the entry of international well-known travel agencies on local travel agencies and the increasing opportunities for tourists to travel, the more and more rich tourism experience, the more rational their travel consumption behavior, the more and more attention is paid to the intrinsic nature of tourism consumption. That is, people have stepped out of the stage of only considering the price in the tourism consumption, and have begun to pay attention to the quality of tourism service. The emergence and change of this problem require travel agency enterprises to stand out in the competition and seek survival and development in the crisis. It is imperative to carry out brand construction. In his research on the relationship between marketing and brand, Wright, a senior expert in marketing field, pointed out that in the future market competition, to win consumers, to establish a good brand image is the best choice. In the process of enterprise marketing, the force of success is the brand. Enterprise managers and investors should clearly realize that brand is the most valuable resource of the company, the only way to have a broad market is to establish a brand with competitive advantages. Therefore, travel agency enterprises in such a fierce market competition, the creation of strong brands will become a magic weapon to win. However, as far as the current travel agencies in Shanxi are concerned, there are almost no well-known brands. The brand awareness of most travel agencies is still weak, and they are constantly wandering in the endless price war in order to survive. Greatly hindered its own development, but also made Shanxi, a major tourist province can not stride forward. Therefore, in order to make the travel agency industry of Shanxi Province win the market in the fierce competition and develop continuously, this article will take the brand construction theory in the enterprise management as the theoretical support, use the advanced management thought and method. This paper studies and analyzes the present situation of the travel agency industry in Shanxi Province and the problems existing in the brand construction, and puts forward the development countermeasures in the aspects of brand construction mode, brand identification, brand management and maintenance, etc. It is hoped that Shanxi travel agency industry will be in an invincible position in the competition, and can provide some reference for the development of national travel agency while developing and strengthening itself.
【学位授予单位】：山西大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F273.2;F592.6

【参考文献】