| 旅行社品牌管理研究 |
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| 引用本文： | 朱蕴波.旅行社品牌管理研究[J].桂林旅游高等专科学校学报,2003,14(2):62-64. |
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| 作者姓名： | 朱蕴波 |
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| 作者单位： | 北京第二外国语学院,旅游科学研究所,北京,100024 |
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| 摘 要： | 对旅行社的品牌管理活动进行了系统性的研究，提出旅行社的品牌化战略模式应以企业品牌加产品大类品牌为主；指出我国旅行社在现有品牌命名上存在的误区；尝试性地提出一个针对服务产品的品牌资产培育模型，并以此为基础论述了旅行社品牌资产的培育问题。
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| 关 键 词： | 旅行社 品牌管理 市场竞争力 经营策略 顾客关系管理 |
| 文章编号： | 1008-6080(2003)02-0062-03 |
| 修稿时间： | 2002年12月11 |
Brand Management of Travel Services |
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| ZHU Yim-bo.Brand Management of Travel Services[J].Journal of Guilin Institute of Tourism,2003,14(2):62-64. |
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| Authors: | ZHU Yim-bo |
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| Abstract: | The paper intends to make a systematic study on brand management of travel services. First, the research makes the conclusion that setting up corporation brand plus product group brand is more suitable for a travel service. Then, the paper explores brand positioning and symbol designing,and points out some existing errors on symbol designing of China travel services. Finally,the author attempts to set up a model for cultivation of service brand equity. On this foundation, the paper specifically indicates how to accumulate brand equity for travel services. |
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| Keywords: | brand travel service brand management brand equity cultivation |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
