本文選題：旅行社 + 品牌　； 參考：《山西大學(xué)》2012年碩士論文

【摘要】：改革開(kāi)放三十年來(lái),旅行社作為我國(guó)旅游業(yè)的“三大支柱產(chǎn)業(yè)”之一,在山西這塊旅游資源豐富的土壤上汲取了豐富的“營(yíng)養(yǎng)”,數(shù)量迅速增加,產(chǎn)業(yè)規(guī)模不斷擴(kuò)大。然而,隨著山西旅游業(yè)的不斷發(fā)展,眾多旅行社卻仍然沒(méi)有擺脫“小、散、弱、差”的經(jīng)營(yíng)狀況,收入利潤(rùn)率逐年下降,同時(shí)隨著國(guó)家兌現(xiàn)加入世界貿(mào)易組織的約定,國(guó)際知名旅行社進(jìn)入對(duì)本土旅行社的沖擊及游客由于出游機(jī)會(huì)的日益增多,旅游經(jīng)驗(yàn)的越來(lái)越豐富,其旅游消費(fèi)行為也更加理性,出游時(shí)越來(lái)越關(guān)注旅游消費(fèi)的內(nèi)在本質(zhì),即人們?cè)诼糜蜗M(fèi)中已經(jīng)走出了只考慮價(jià)格的階段,開(kāi)始注重旅游服務(wù)質(zhì)量的高低,這種問(wèn)題的出現(xiàn)和變化要求旅行社企業(yè)要想在競(jìng)爭(zhēng)中脫穎而出、在危機(jī)中尋求生存與發(fā)展,開(kāi)展品牌建設(shè)將是勢(shì)在必行的。在營(yíng)銷領(lǐng)域比較資深的專家萊特曾在其對(duì)營(yíng)銷與品牌的關(guān)系研究中指出,在未來(lái)的市場(chǎng)競(jìng)爭(zhēng)中,要想贏得消費(fèi)者,樹(shù)立良好的品牌形象是最佳選擇。在企業(yè)進(jìn)行營(yíng)銷的過(guò)程中,取得成功的有力武器必然是品牌。企業(yè)管理者與投資者應(yīng)清醒的認(rèn)識(shí)到品牌是公司最有價(jià)值的資源,要想擁有廣闊的市場(chǎng)唯一的途徑就是要建立具有競(jìng)爭(zhēng)優(yōu)勢(shì)的品牌。所以,旅行社企業(yè)要在如此激烈的市場(chǎng)中展開(kāi)競(jìng)爭(zhēng),強(qiáng)勢(shì)品牌的打造將成為制勝的法寶。 然而就山西當(dāng)前的旅行社來(lái)講,幾乎沒(méi)有任何知名品牌,大部分旅行社的品牌意識(shí)依然淡薄,為求生存還在無(wú)休止的價(jià)格戰(zhàn)中不斷徘徊,極大地阻礙了其自身發(fā)展的同時(shí)也使得山西這個(gè)旅游大省無(wú)法大步向前。因此,為了使山西省旅行社行業(yè)能在激烈的競(jìng)爭(zhēng)中贏得市場(chǎng)并不斷發(fā)展壯大,本文將以企業(yè)管理中的品牌建設(shè)理論為理論支撐,運(yùn)用先進(jìn)的管理思想及方法,研究分析山西省旅行社行業(yè)的品牌現(xiàn)狀及在品牌建設(shè)中存在的問(wèn)題,并在此基礎(chǔ)上提出在品牌建設(shè)模式、品牌識(shí)別、品牌經(jīng)營(yíng)及維護(hù)等方面的發(fā)展對(duì)策,希望山西省旅行社行業(yè)能在競(jìng)爭(zhēng)中立于不敗之地,并在自身不斷發(fā)展壯大的同時(shí)能夠?yàn)槿珖?guó)旅行社的發(fā)展提供一點(diǎn)借鑒。
[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.
【學(xué)位授予單位】：山西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F273.2;F592.6

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本文編號(hào)：1801447