The Problems and Solutions of Strategic Brand Management

Abstract:

In recent years, with the rapid development of China's economy, more and more standardized of all aspects, the tourism industry is also increasingly tending to mature, the number of tourists who have demand for public services is increasing, strengthening travel agencies’ strategic brand management is the inevitable choice to the construction of China's tourism power, but also a positive role in the construction of local tourism services, which has important significance. Facing wide disparity of the Chinese and foreign travel, as well as the reality background of the large-scale foreign capital and joint venture travel into our country's tourism market, as well as the background of the relative lack of academic related research of the travel agency brand, in this paper, the problem of how to enhance the competitiveness of our country travel agency brands is discussed. This paper first defined the concept of travel brands, insufficient analysis of brand management of travel agencies, at present, China Travel Agency has reasonably insufficient number of service providers, service structure is irrational, the service system is imperfect, inadequate security and other issues evaluation system needs to be improved, this paper analyzes the issues and raises countermeasures, in order to provide reference for our travel agency.

• Periodical: Applied Mechanics and Materials (Volumes 644-650)
• Pages: 5872-5875
• DOI: https://doi.org/10.4028/www.scientific.net/AMM.644-650.5872
• Online since: September 2014
• Authors: Ke Zhang*
• Keywords: Brand, Management, Service, Travel

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