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。
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.
出处
《桂林旅游高等专科学校学报》
2003年第2期62-64,共3页
Journal of Guilin Institute of Tourism
