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我国旅行社品牌战略研究

文档名称:我国旅行社品牌战略研究
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文档名称:我国旅行社品牌战略研究
文档关注次数:974
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文档大小:2391KB
上传者:PXPX99
添加时间:2019/05/14
内容摘要:
硕士学位论文
MASTERS DEGREE THESIS
Ois:Lst
B」NCENハパ「INハぶ『リD「ESN」Vビ配S引Y
题目(中文):我?旅付紀%降鉄研宛
系別:旅が
专业:旅念业R
研究方向:旅迹念出?
指导教师:2态授
年级(级别):22k
姓名:组升
2%年S月4日
内容摘要
进入21世纪,中困大型旅游企业兼并收购步伐加快,世界著名旅游集团纷纷来华投资成
立中外合资旅行社。中国旅游企业的竞争正在从低层次的价格战向高层次的质量、品牌竞争
升级。如何情发达国家旅行社品牌经营的成功经验培育起中国行社的品牌是迫切需要解
决的现实问题
近两年国旅总社和中旅总社各自对各地方国旅、中旅进行牧编,重新理清品牌关系,溉
反映出企业界开始意识到品牌的重要性,也反映出学术界在这方面研究的滞后。因此非常縉
要旅行社品牌战赂的理论研究。
本文首先阐述了旅行社品牌战略的硏究价值,接着回顾了国内外学术界对一般品脾管理
和旅行社品牌管理的研究,进而提出本文的研究思路。第二章在对品牌和旅行社品牌等概念
进行整理和界定的基础上,以品牌战路的三大要素一一品牌架构组合、品牌定位和品牌设计
开发为线索,结合旅行社行业特点和旅游产品的特点,对旅行社品牌战略进行理论剖析。第
三章结合世界知名旅行社集团的典型案例,对发达国家旅行社品牌战略进行实证研究。第四
章分析了中国旅行社产品品牌戕略和企业品脾饯路的现状,并深入剖析原因。最后,借鉴发
达国家旅行社品牌经营管理的经验,针对我国旅行社品牌意识薄弱的现状,对我国旅行社
来的品牌建设提出了七个方面的对策。
关键词:旅行社产品品牌企业品牌品牌战略
ABSTRACT
Since the year 2000, the number of mergers and acquisitions by Chinese state-owned large trave.
service corporations has considerably increased, and many world famous travel giants come to set
up joint-venture travel agencies in China. Competition in Chinese travel services transforms from a
lower level featured by price competition to a higher level characterized by quality and brand
competition. As a result, it is an urgent task for Chinese travel services to foster a competitive brand
and learn more from the cooperation with foreign travel giants.
In recent years, CTS and CITS head offices have respectively restructured clear brand relationship
with their local agencies, which demonstrates that on the one hand travel services began to recognize
the importance of branding, and on the other hand the subject of brand has been relatively under
researched in the travel service field
The thesis first provides research value on travel service branding strategy, and then makes a review
of foreign and domestic literature that pertains to brand and travel service brand, and gives the
authors research frame. The second chapter makes definitions on brand and travel service brand
and discusses the three integrants of the brand strategy- brand model, positioning and brand design
According to the character of the travel industry and the travel service product, this chapter puts
forward brand strategy of the travel service. The third chapter studies on branding strategy of
developed countries with cases of world famous travel service corporations. The fourth chapter
discusses the status of product branding strategy and travel service strategy in China and further
analyzes reasons. Finally, the thesis gives some measures in Chinese travel agency brand
construction on the base of experience from developed countries and Chinese situations.
KEY WORD: travel service product branding corporation branding branding strategy
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