本文關(guān)鍵詞： 導(dǎo)游培訓(xùn)機(jī)構(gòu) 品牌塑造 策略　出處：《河南大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 河南省旅游業(yè)的飛速發(fā)展使得導(dǎo)游職業(yè)成為熱門,也給河南省的導(dǎo)游培訓(xùn)業(yè)帶來新的發(fā)展契機(jī)。雖然河南省的導(dǎo)游培訓(xùn)機(jī)構(gòu)為數(shù)不少,但并非著眼于導(dǎo)游的專業(yè)發(fā)展和旅游業(yè)的發(fā)展需要,缺乏品牌導(dǎo)游培訓(xùn)機(jī)構(gòu)。由此出現(xiàn)了旅游業(yè)急需中高級(jí)導(dǎo)游的現(xiàn)狀,甚至有的旅行社出資20萬也難聘到高級(jí)導(dǎo)游的狀況;本文針對(duì)目前河南省導(dǎo)游培訓(xùn)機(jī)構(gòu)的品牌運(yùn)行現(xiàn)狀,在深入分析導(dǎo)游培訓(xùn)業(yè)特點(diǎn)的基礎(chǔ)上提出了品牌的塑造策略。本研究圍繞品牌的概念和品牌體系的構(gòu)成、河南省導(dǎo)游培訓(xùn)機(jī)構(gòu)的品牌運(yùn)行現(xiàn)狀和構(gòu)建的必要性以及塑造品牌的策略三個(gè)部分進(jìn)行。 第一部分詳細(xì)解讀了導(dǎo)游培訓(xùn)機(jī)構(gòu)的概念及分類還有營銷學(xué)上的品牌和品牌塑造的概念、含義以及內(nèi)涵。導(dǎo)游培訓(xùn)機(jī)構(gòu)品牌塑造具體包含了品牌定位、品牌核心競(jìng)爭(zhēng)力及品牌傳播三個(gè)方面。 第二部分認(rèn)真分析了河南省導(dǎo)游培訓(xùn)機(jī)構(gòu)品牌構(gòu)建實(shí)際運(yùn)作中的問題。并闡述了河南省導(dǎo)游培訓(xùn)機(jī)構(gòu)品牌建設(shè)的必要性。 第三部分提出了河南省導(dǎo)游培訓(xùn)機(jī)構(gòu)的品牌建構(gòu)策略。認(rèn)為導(dǎo)游培訓(xùn)機(jī)構(gòu)要加強(qiáng)品牌意識(shí),準(zhǔn)確定位、品牌核心競(jìng)爭(zhēng)力的構(gòu)建以及加強(qiáng)品牌推廣宣傳乃是河南省導(dǎo)游培訓(xùn)機(jī)構(gòu)品牌構(gòu)建的途徑。 結(jié)合本人調(diào)研工作的實(shí)際情況,希望從河南省導(dǎo)游培訓(xùn)機(jī)構(gòu)的培訓(xùn)品牌如何建立入手,研究影響導(dǎo)游培訓(xùn)機(jī)構(gòu)發(fā)展的因素,從而提出建構(gòu)河南省導(dǎo)游培訓(xùn)機(jī)構(gòu)的品牌建構(gòu)策略,供各培訓(xùn)機(jī)構(gòu)在實(shí)際的培訓(xùn)發(fā)展管理過程中選擇參考。 根據(jù)本文的研究特點(diǎn),在研究方法選擇上,總體上采取了比較分析法、訪談法、案例分析方法、資料文獻(xiàn)調(diào)查法、社會(huì)科學(xué)研究法等研究方法。本論文創(chuàng)新之處在于系統(tǒng)、深入地分析了河南省導(dǎo)游培訓(xùn)機(jī)構(gòu)品牌運(yùn)行現(xiàn)狀,并認(rèn)真探討了河南省導(dǎo)游培訓(xùn)機(jī)構(gòu)品牌建構(gòu)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.
【學(xué)位授予單位】：河南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F592.6

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