网上有关“求：旅游业品牌发展战略的英文资料”话题很是火热，小编也是针对求：旅游业品牌发展战略的英文资料寻找了一些与之相关的一些信息进行分析，如果能碰巧解决你现在面临的问题，希望能够帮助到您。

First, the development of the tourism brand strategy

Brand-driven business is tourism enterprises to truly realize the value of the assets, brand strategy is a scientific management system. Mainly includes the following components:

1, for the correct positioning of the tourism market

This is a city or region of the core values of tourism image. To build a city or regional tourism image of the tourist center of the issue of brand building, which requires integration of the tourism image of factors, a comprehensive tourism information to the image displayed, showing the face of tourism consumers, so that the target audience of urban or tourist areas have a clear the impression that stimulate their awareness, the desire to participate.

2, shaping the meaning of brand

Fifty years ago, the value of tourism enterprises by nearly 80% of tangible assets such as plant, equipment and inventory and so on. Today, tourism enterprises for nearly 50% of the value of a decision by the intangible assets. These usually do not directly appear in the accounts, the relatively difficult measurement. However, these assets, the most important is the brand of tourism enterprises.

Shape the quality and content of the brand, improve customer loyalty is one of many tourist enterprises trends. Food and beverage market in order to break through the existing business model of the "bottleneck" and change consumer hotel "luxurious style, but very expensive business deserted" the view of the Xiamen Jinyan Hotel in the food and beverage operations, bold innovation, and make full use of Xiamen Airlines Hotel , Quanzhou Aviation Hotel, Wuyishan Zhuang restaurant chain advantages of centralized purchasing, and Xiamen, through 23 large-scale fishing vessels to establish cooperation alliances, as well as rely on the Xiamen Airlines flight advantages, expand the vision of the procurement as well as outside the country, as far as possible, reduce the food and beverage procurement cost and establish a high-end hotel concept of the civilian population of the consumer. In ensuring high-quality food under the premise of the hotel continue to introduce new dishes to meet the needs of people of different levels of consumer demand, a growing business is booming, catering turnover ranking the top hotels in Xiamen. At this point, that is often said the "soft power." For "soft power" the more adequate understanding of the "soft power" a higher level of attention, a city or region's tourism products and services will be needed for people. Brand can be said is a "soft power" of the Dacheng, is "soft power" as an important performance. Today, tourism is not the consumer robots, they have not just simply take out travel products, but in the choice of a concept and attitudes.

3, based on the quality of system management, brand management standardization, and scientific procedures.

At present, China has introduced a number of tourism enterprises ISO9000 international standards, established a quality management system, and some also adopted the ISO9000 quality system certification, so that scientific brand management, and international standards. China is already 28 to implement the World Heritage ISO14000 international environmental management standards, and six have been through this environmental management system. However, it should be emphasized that the introduction of ISO9000 international standards, it is only for tourism enterprises to create the conditions to participate in international competition, but by no means a magic weapon for the formation of a competitive advantage. Quality management system can be copied, but the concept of brand can not be copied, can not be copied, only the concept of tourism enterprises in order to truly create a competitive advantage.

4, through the network operations, to achieve brand expansion.

Tourism businesses are tourism services are intangible products, the production process is the consumption process, visitors can not purchase products that immediately come into contact with. Relative brand industrial products, it is soft, and the need for consumers to enjoy services in the course of feelings. Therefore, a travel agency or hotel can attract more tourists, but also to visitors to its brand influence. Moreover, the tourism product of its production and consumption at the same time, the decision to promote the tourism brand can not be like any other brand of industrial enterprises, through the flow of products to achieve, and only by consumers - to achieve the flow of tourists, thus for tourism enterprises, network operators must pass in order to achieve an effective expansion of the brand.

Second, brands with the future development of tourism

Brand and the future of tourism showed the following characteristics:

First, is the only way to participate in international competition.

Spain Tourist Office in China on behalf of Arthur罗克拉韦尔said: "Europe's' China fever 'is an indisputable fact, many travel agencies in Spain, said the Chinese tour groups to the sale of bread to sell as fast as like. "However, the desire for quick profits brought about by a number of issues, such as an increase in theft cases, travel agencies, agreed to randomly change the lines, attack on the tourists sit idly by and so on, have begun to appear. Chinese tourists to travel on the local travel agents complained repeatedly, some smaller travel agencies in order to earn quick money disregard the interests of home visitors, tourists and tour guides resulting contradictions and conflicts between. These discordant phenomenon that in a competitive era of economic globalization, the need to create an international brand, it will help tourism enterprises in international markets surging in the right navigation, on the other side towards success.

Secondly, the established market position, create a number of travel brands and reduce the impact of market competition.

To develop tourism enterprises in international markets should only have a global brand, from the surface, the answer is obvious, it should be in the affirmative. How to build a global brand in China this? Shanghai Ogilvy & Mather advertising Zhang, senior planning officer said: "Brand advertising is not the only means of establishing a strong brand can bring to consumers the memory of a moment, while the value of this memory is impossible to measure, more and more enterprises will be the focus of attention is the quality of clients rather than the number of customers. "

Over the years, Guangxi, Yunnan, Inner Mongolia, Fujian, Zhejiang, Huangshan, Wuyishan scenic tourist city and so have introduced a wide range of tourism products, to create their own brand of tourism. Northwest Yunnan in China, there is a with the United States comparable to the Grand Canyon of the East Grand Canyon - Grand Canyon River. Nu Autonomous County of Gongshan Dulong territory and give full play to advantages of resources to the organic integration of tourism and culture, want to create "Three-River Pearl," "River Grand Canyon" world-class tourism brand. In 2006, announced to build the Qinghai-Tibet Plateau to possession of Princess Wencheng legend, the myth of the Kunlun Mountains, Tea Horse Road, the theme of anecdotes唐蕃古道"Seven brand" the project. Fujian also focus on creating Gulangyu music culture, political culture vessel Fuzhou, Wuyishan World Heritage, Putian Meizhou Mazu belief, Quanzhou Maritime Silk Road, Zhangzhou Tianfu Tea, seven土楼Yongding tourism brand.

Third, the franchise brand and the close combination of the search for "famous brand" shock effect.

China Franchise Association Franchising is defined as "the concession will be of its own trademarks, trade names, products, patents and proprietary technology, business model, such as in accordance with the terms of the contract, the franchisor under a unified business model to engage in business activities to pay the appropriate license fee. "This franchise is characterized, it will a unique commodity, trade marks, patents and business model a set of combination of complex intellectual property rights.

一、旅游品牌的发展战略

品牌驱动经营，是旅游企业资产价值的真正体现，品牌战略是科学的管理系统。主要包括以下环节：

1、进行正确的旅游市场定位

此乃一个城市或者地区旅游形象的核心价值。构筑城市或者地区旅游形象，是旅游品牌建设的中心问题，它要求整合旅游形象因子，将旅游形象信息综合地表现出来，呈现在旅游消费者面前，使目标受众对城市或者地区旅游产生清晰、明确的印象，激发其感知、参与的欲望。

2、塑造品牌的内涵

五十年前，旅游企业价值的将近80%由有形资产，如厂房、设备和存货等组成。如今，旅游企业价值的将近50%由无形资产决定。这些内容通常不会直接显示在账目上，相对难以测算。但是，这些资产中，最重要的一项就是旅游企业的品牌。

塑造品牌的品质和内涵，提高客户的忠诚度，是许多旅游企业的一个发展趋势。为了突破餐饮市场原有经营模式的“瓶颈”，转变消费者对酒店“豪华气派，但价格昂贵，生意冷清”的看法，厦门金雁酒店在餐饮经营中，大胆创新，充分利用与厦门航空宾馆、泉州航空酒店、武夷山庄连锁餐饮集中采购的优势，通过与厦门23艘大型捕捞船建立合作联盟，以及依托厦门航空公司的航班优势，把采购的视野扩大到全国乃至境外，尽可能降低餐饮采购成本价格，树立高档酒店平民化消费的理念。在确保菜肴高品质的前提下，酒店不断推出新菜式，满足不同消费层次的人的需求，生意日益红火，餐饮营业额排名厦门市各酒店榜首。在这一点上，即是人们常说的“软实力”。对于“软实力”的认知越充分，对“软实力”的重视程度越高，一个城市或者地区的旅游产品和服务就越能够为人们所需要。品牌可以说是集“软实力”之大成，是“软实力”的一个重要表现。如今，旅游消费者并非机器人，他们已不仅仅只是简单地购买旅游产品，而是在选择一种观念和态度。

3、依托质量体系管理，使品牌管理规范化、程序化和科学化。

目前，我国许多旅游企业引进了ISO9000国际标准，建立了质量管理体系，有的还通过了ISO9000质量体系认证，使品牌管理科学化，与国际标准接轨。我国正已28处世界遗产地推行ISO14000国际环境管理标准，并且已有6处通过这一环境管理体系。但必须强调的是，引进ISO9000国际标准，它只是为旅游企业参与国际竞争创造条件，但绝不是形成竞争优势的法宝。质量管理体系皆可复制，惟有品牌的理念不可复制，只有无法复制的理念才能真正为旅游企业创造竞争优势。

4、通过网络化经营，实现品牌扩张。

旅游企业提供的产品是旅游服务，是无形商品，产品的生产过程也就是消费过程，游客对所购买的产品无法马上接触到。相对工业产品的品牌而言，它是软性的，需要消费者在享受服务的过程中感受的。因此，一家旅行社或者酒店能否吸引到更多客源，也在于其品牌对游客的影响力。不仅如此，旅游产品其生产和消费的同时性，决定了旅游品牌的推广无法像其他工业企业的品牌那样，通过产品的流动来实现，而只能通过消费者——游客的流动来实现，因而对于旅游企业而言，必须通过网络化经营，才能实现品牌的有效扩张。

二、品牌与旅游的未来发展

品牌与旅游的未来将呈现如下特点：

第一，是参与国际竞争的必由之路。

西班牙旅游局驻华代表阿图罗·克拉韦尔说：“欧洲的‘中国热’是一个不争的事实，许多西班牙旅行机构都表示，去中国的旅行团的销售情况就像卖面包一样快。”然而，迅速获利的渴望带来的一些问题，如盗窃案件增多、旅行社随意改变约定线路，对游客遭受攻击坐视不管等，已经开始显现出来。到中国旅行的游客对当地旅行社的抱怨频频，一些规模较小的旅行社为了赚取外快置游客利益于不顾，造成游客与导游之间的矛盾冲突。这些不和谐的现象，表明在经济全球化竞争年代，国际品牌创建的必要性，它将帮助旅游企业在汹涌澎湃的国际市场中进行正确的导航，驶向成功的彼岸。

第二，确立市场定位，打造多项旅游品牌，减少市场竞争带来的冲击。

开拓国际市场的旅游企业是否应该只拥有一个全球品牌，从表面来看，答案显而易见，应该是肯定的。中国怎样打造全球品牌呢?上海奥美广告资深企划人员张洁认为：“广告并不是建立品牌的惟一手段，一个强劲的品牌能否给消费者带来一个瞬间的记忆，而这个记忆的价值是无法衡量的，越来越多的企业将关注的焦点是客户的质量而不是客户的数量。”

数年来，广西、云南、内蒙古、福建、浙江、黄山、武夷山等风景旅游城市也都推出多种旅游产品，打造各自的旅游品牌。在我国滇西北，有一条与美国科罗拉多大峡谷相媲美的东方大峡谷——怒江大峡谷。贡山独龙族怒族自治县充分发挥境内优势资源，把旅游与民族文化有机结合，欲打造“三江明珠”、“怒江大峡谷”世界级旅游品牌。2006年，青藏高原宣布打造以文成公主人藏传说、昆仑山神话、茶马古道、唐蕃古道轶事为主题的“七大品牌”工程。福建也着力打造鼓浪屿音乐文化、福州船政文化、武夷山世界遗产、莆田湄州妈祖信仰、泉州海上丝绸之路、漳州天福名茶、永定土楼七大旅游品牌。

第三，品牌与特许经营权的密切结合，寻求“知名品牌”震撼效应。

我国特许经营权协会对特许经营权所下的定义是“特许人将自己拥有的商标、商号、产品、专利和专有技术、经营模式等按照合同规定，在特许人统一业务模式下从事经营活动，并向特许人支付相应的费用。”这种特许经营权的特点是，它将某项独特的商品、商标、专利权与一整套经营模式组合而成的知识产权综合体。

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