| 国内旅行社品牌化道路探析 |
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| 引用本文： | 许广路.国内旅行社品牌化道路探析[J].江苏经贸职业技术学院学报,2013(3):26-28. |
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| 作者姓名： | 许广路 |
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| 作者单位： | 江苏经贸职业技术学院旅游外语学院,江苏南京,211168 |
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| 基金项目： | 江苏经贸职业技术学院课题"我国旅行社品牌建设研究" |
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| 摘 要： | 走品牌化道路是参与市场竞争的必然要求,是旅行社自身发展的需要。随着我国旅游市场的逐渐规范,旅行社必须改变当前的低价营销手段,走品牌建设之路。我国旅行社在品牌建设方面缺乏长远眼光,忽视了对品牌忠诚度的培养,在员工的培养和管理方面存在不足。
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| 关 键 词： | 旅行社 品牌建设 展望 |
On Brand Construction of Travel Agencies in China |
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| Authors: | XU Guang-lu |
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| Institution: | XU Guang-lu(School of Tourism Management and Foreign Languages,Jiangsu Vocational and Technical Institute of Economics and Commerce, Nanjing 211168,Jiangsu,China) |
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| Abstract: | Constructing brand is the need of the market competition and travel agencies' development.With the regulation of tourism market,travel agencies must change low-price competition to brand competition.This paper analyses the necessity of the brand construction and the difficulties,points out that Chinese travel agencies have several problems on brand construction such as lacking of long-term view,neglecting brand loyalty and deficiency in staff training and management,and this paper prospects the future of travel agencies. |
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| Keywords: | travel agency brand construction prospect |
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