WTO框架下的湖南省旅行社品牌营建初探

WTO框架下的湖南省旅行社品牌营建初探

摘 要
中国“入世”承诺将逐步开放旅游市场，外商独资和控股旅行社对于中西部的湖南省旅行社的冲击将越来越强烈。这一情况下，品牌建设对于湖南省旅行社的生存发展具有极为重要的意义：增强顾客购买决策时的信心、提高顾客对旅行社的忠诚度、提高价格和利润和创造竞争优势。入世后湖南旅行社在品牌营建方面存在以下问题：旅行社管理混乱、品牌意识淡薄、品牌名称混乱、品牌营销无序、品牌传播途径单一、品牌个性不鲜明、品牌极难打入其他省份。湖南省旅行社品牌科学营建应该从以下着手：建立现代企业制度和科学的旅行社管理制度；重点打造旅行社企业品牌而非产品品牌；细分目标市场，打造湖南本土特色，塑造个性鲜明的品牌；以市场为导向开发旅行社产品；增强旅行社员工的归属感和集体荣誉感，加强员工培训，提高员工素质；进行网络化经营，突破地方保护主义；强化宣传意识，提高宣传功效；提供完善的售后服务；争取政府的扶持与协助。

关键词
WTO；湖南省旅行社；品牌；营建
A primitive approach to the brand building of travel agencies in Hunan Province under WTO framework

Abstract
China's "WTO accession" promised to open the tourism market gradually, travel agencies owned and controlled by foreigner will impact the central and western of Hunan Province stronger and stronger. In this case, brand-building is of great significance to the survival and development of travel agencies in Hunan Province: enhance customer's confidence in purchase decision-making, enhance customer loyalty to the travel agents, raise prices and profits and create a competitive advantage. Travel agencies in Hunan have following questions in brand building after WTO accession:chaotic management of travel agencies, lack of brand awareness, confusion of brand name, disorder of brand marketing, single avenue of brand propagation, non-distinctive brand personality and brand is very difficult to break into other provinces. The brand science building of travel agencies in Hunan should proceed from the following: the establishment of a modern enterprise system and a scientific management system for travel agencies; focus on creating travel agencies brand instead of products brand; breakdown of the target market, create Hunan local characteristics, shape distinctive brand personality; develop travel agencies product orient to market; enhance the sense of belonging and collective honor of travel agency employees, enhance staff training, improve staff quality; proceed network operations, break local protectionism; intensify publicity awareness, improve the effectiveness of publicity; providing the perfect after-sale service; strive for the Government's support and assistance.
 

Key words
WTO; Hunan Province's travel agencies; brand; building

*若需了解更多与协助请咨询↓→[电脑QQ][手机QQ]【数据协助】