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Shanghai Spring International Travel Service Brand Strategy

Author: RanXiangYun
Tutor: YangXuFei
School: Jilin University
Course: Business management
Keywords: Travel Spring International Travel Service Brand Strategy Strategy Mode
CLC: F592.6
Type: Master's thesis
Year: 2008
Downloads: 926
Quote: 2
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Abstract


In nearly a decade, China's travel agency industry has obtained the unprecedented development, but some deep problems still remain. In a sense, at present our country travel agency brand management is still in the bud. Most travel agencies will be more attention on short-term goals, lack of subjective initiative, or simply preoccupied brand construction; Although some travel agency to realize the importance of brand building, but think "brand of brand name ="; Most academic only pay attention to the travel agency industry management, property rights system, and the macro aspects of research and to the travel agency enterprise strategic choice, lack of practical research management, etc. Therefore, this article takes Shanghai as a case study in the spring and autumn international travel service travel agency brand strategy question, for the healthy development of China's travel agencies to provide some ideas and methods. This paper USES empirical and comparative research methods, combined with Shanghai in the spring and autumn international travel service brand practice, contrast good travel agency enterprises at home and abroad were analyzed, and the force in solving the domestic fierce price competition between travel agencies and travel agencies lower profits and face the foreign travel agencies to join how to shape the local travel agency a strong brand, on the basis of making scientific brand strategy plan.

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CLC: > Economic > Tourism economy > China 's tourism industry > Organization and management of tourism enterprises
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