我国旅游企业品牌建设相关问题探析

进入本世纪，打造强势品牌，既是我国旅游企业自身发展的需要，也是其可持续发展的必然要求。比照全球旅游企业，我国旅游企业存在诸多问题：品牌营销方面缺乏品牌意识，忽视品牌管理，品牌定位不科学，营销手段单一，旅游产品缺乏创新，等等。旅游企业要想在激烈的市场竞争中立于不败之地，亟待运用科学的品牌营销策略来实施和加大品牌塑造与管理的力度。本文结合笔者近两年对国内部分省市旅游品牌的调研，基于新经济环境下旅游业的发展趋势，对我国旅游业有关品牌建设的相关问题进行了探讨，并提出了几点有关品牌塑造与管理的实施路径。

Path Exploration for the Brand- building and Management for Tourism Enterprises in China

To make strong brand is not only the necessity of the self - development of tourism, but also the essential requirement for its sustainable development. Reviewing the development and current situation of tourism all around the world, it is obvious that the tourism of China meet serious challenges including the deficiency in brand awareness while carrying out brand marketing, poor brand management, unscientific brand positioning, single marketing tool and innovative products. To remain unconquerable in the compe- tition, tourism industry should effectively manage tourism with scientific brand -marketing strategies in- cluding strengthening its brand awareness. With the research done during these two years on the tourism industries in the Peal River Delta area and the analysis of the current situation and issues, this paper suggests the implement path on shaping and management of brands