摘要
改革开放三十年来,旅行社作为我国旅游业的“三大支柱产业”之一,在山西这块旅游资源丰富的土壤上汲取了丰富的“营养”,数量迅速增加,产业规模不断扩大。然而,随着山西旅游业的不断发展,众多旅行社却仍然没有摆脱“小、散、弱、差”的经营状况,收入利润率逐年下降,同时随着国家兑现加入世界贸易组织的约定,国际知名旅行社进入对本土旅行社的冲击及游客由于出游机会的日益增多,旅游经验的越来越丰富,其旅游消费行为也更加理性,出游时越来越关注旅游消费的内在本质,即人们在旅游消费中已经走出了只考虑价格的阶段,开始注重旅游服务质量的高低,这种问题的出现和变化要求旅行社企业要想在竞争中脱颖而出、在危机中寻求生存与发展,开展品牌建设将是势在必行的。在营销领域比较资深的专家莱特曾在其对营销与品牌的关系研究中指出,在未来的市场竞争中,要想赢得消费者,树立良好的品牌形象是最佳选择。在企业进行营销的过程中,取得成功的有力武器必然是品牌。企业管理者与投资者应清醒的认识到品牌是公司最有价值的资源,要想拥有广阔的市场唯一的途径就是要建立具有竞争优势的品牌。所以,旅行社企业要在如此激烈的市场中展开竞争,强势品牌的打造将成为制胜的法宝。
然而就山西当前的旅行社来讲,几乎没有任何知名品牌,大部分旅行社的品牌意识依然淡薄,为求生存还在无休止的价格战中不断徘徊,极大地阻碍了其自身发展的同时也使得山西这个旅游大省无法大步向前。因此,为了使山西省旅行社行业能在激烈的竞争中赢得市场并不断发展壮大,本文将以企业管理中的品牌建设理论为理论支撑,运用先进的管理思想及方法,研究分析山西省旅行社行业的品牌现状及在品牌建设中存在的问题,并在此基础上提出在品牌建设模式、品牌识别、品牌经营及维护等方面的发展对策,希望山西省旅行社行业能在竞争中立于不败之地,并在自身不断发展壮大的同时能够为全国旅行社的发展提供一点借鉴。
Travel agency in tourism as one of the three pillar industries, with locally rich traveling resources has been deriving rich nutrition, increasing rapidly in numbers, and expanding gradually in scale during the30years from Reform and opening policy in Shanxi Province. However, with the development of tourism in Shanxi Province, many travel agencies aren't still getting rid of the situation(small,scattered, weak,poor)and are maintaining with the declining profit. At the same time as our nation obeys the agreement to the world trade organization,many famous international travel agency flow into China, which gives the impact to native tourism. And the consumers have more opptuninties to travel, with increasingly rich tourism experience, and tourism consumption are more rational, that is to say when they travel they pay more and more attention to the internal character of tourism consumption. In another words that people are not only considering the price, and they are beginning to pay attention to the quality of tourism service level. With the above phenomena,if a travel agency wants to survive the crisis, develop and stand out in the competition, the brand construction is urgent. Marketing experts Larrylight once said brilliantly:In future the marketing is war of brands. Business and investment's recognization about the brand is the company's most valuable assets. Owing markets is much more important than owing factories, and the only way to get market is to have a brand with advantages in market. Under such fierce competition background, the travel agencies' deleloping strong brands will be crucial.
However, in Shanxi current travel agencies almost have no well-known brand, most of the travel agency brand awareness is still weak, and are still in the endless price war for survival, all of which greatly hinder its own development as well as the development of tourism in Shanxi Province Therefore, in order to make the travel industry in the fierce competition get the markets and constant development, my paper, with the theory of brand construction in enterprise management as the theoretical support and advanced management ideas and methods, analyze the present situation of the travel agency'brand and the problems of the construction of the brand in Shanxi Province. And on this basis I will put forward the development countermeasures in brand construction mode, brand recognition, brand management and maintenance. I hope the tourism industry in Shanxi Province can suivive the fierce competition, and can be good reference for national tourism.
引文
①来源于《我国旅行社品牌经营管理模式研究》,社会科学家,2004
①来源于《对我国旅行社品牌经营管理模式的探讨》,桂林旅游高等专科学报,2004
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