旅游企业品牌营销策略研究

A research on brand marketing strategies in tourism enterprises

在分析我国旅游企业品牌发展现状的基础上,阐明了我国旅游企业品牌营销存在的问题,主要包括品牌意识淡薄、品牌策划缺乏创意、忽视品牌管理、品牌营销手段单一等问题。提出了强化旅游品牌意识、找准旅游品牌定位、加强品牌管理、营销手段多样化等发展策略。

Based on tourism enterprise brand development situation, this article discusses problems existing in marketing, which are the weak brand awareness, the lack of brand planning originality, the disregard of brand management and the single marketing means. It puts forward some strategies of strengthening brand awareness, defining brand positioning, enhancing brand management and diversifying marketing means.