我国旅行社品牌创建之理性思考

Rational Thoughts on the Establishment of Brands for Travel Agencies in Our Country

随着我国旅游业的全面开放,旅行社品牌创建已显得刻不容缓。近几年,学术界从诸多方面对旅行社品牌创建做了许多阐述,但普遍存在三个问题:一是缺乏对品牌创建过程中相关概念的明确界定;二是缺乏对品牌创建过程的结构层次分析;三是缺乏对旅行社品牌创建动态过程的描述,从而导致理论阐述缺乏一定的实操性。文章在明晰概念的基础上,提出了旅行社品牌创建的分层梯级结构循环模式。

With the overall opening of tourism in our country, the establishment of brands appears extremely urgent. In recent years, many expositions have been advanced on the establishment of brands in various aspects in the academic circles, but three universal problems are still to be solved： i.e. the lack of explicit definitions for relevant notions in the establishment of brands, the shortage of structural analyses of the process of brand establishment, and the lack of descriptions for the dynamic process of brand establishment. All these problems have resulted in the impracticality of theoretic expositions to some degree. On the basis of distinct notions, this paper puts forth the stratified and circular model of brand establishment for travel agencies and proposes a practical way of thinking for brand establishment by travel agencies in the new situation.