关于旅游商品生产企业实施品牌战略的思考

Reflection on the branding strategy implemented by tourist product manufacturers

购物是旅游活动的六大要素之一,在国际旅游中旅游购物收入在旅游创汇中占有极其重要的地位。然而,我国旅游购物跟国际相比还有很大差距,旅游商品市场也存在诸多问题,旅游商品生产企业极不成熟,其竞争行为处于低层次的价格竞争而非产品质量和品牌竞争,这严重地阻碍了我国旅游商品的发展乃至整个旅游行业有序、健康地成长壮大。分析了目前旅游商品生产存在的问题,提出旅游商品生产企业应积极实施品牌产品战略,并对实现品牌战略的途径进行了分析论述。

Shopping is one of six key elements of tourist activities and the income from tourist shopping takes a very important place in foreign exchange earnings in international tourist industry. However, there exists a sharp discrepancy between China＇s tourist shopping and international tourist shopping. There are also a lot of problems in our tourist product market such as the immaturity of the tourist product manufacturers whose competitive mechanism still lies in the low- level price competition rather than in the competition of product quality or brand, which severely hampers the development of our tourist products and the healthy growth of China＇ s tourist industry. Having conducted analyses of the problems in tourist product manufacturing, the author of this paper puts forward the proposal that Chinese manufacturers of tourist products should carry out the branding strategy and then discusses the avenues to implement branding strategy.