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良好的品牌是赢得消费者信赖的保障,实施品牌战略,打造自主品牌对企业来说无疑至关重要。就目前来看多数企业品牌意识不强或者品牌建设能力不足,旅游企业品牌战略的建设既是当前旅游业发展的阻碍,又是旅游企业发展的出路所在。当下旅游企业品牌建设还十分滞后。除了外部环境的制约外,企业自身的问题更为严重。自主品牌建设意识淡薄,品牌定位存在偏差,品牌管理水平低下等问题普遍存在。这些问题能否有效解决关系到中国旅游业的长期发展。实施品牌战略是一种长期性、全局性的谋划。在此,本文针对旅游企业面临的挑战,提出了精准定位、丰富内涵、加强管理、做好服务等解决措施,以期能为旅游企业面临的品牌战略难题做出些贡献。
A good brand is to win the trust of consumers, the implementation of brand strategy, build their own brand for the enterprise is undoubtedly crucial. At present, most enterprises do not have strong brand awareness or lack of brand building capabilities. The construction of tourism brand strategy is not only an obstacle to the development of tourism industry, but also a way out for the development of tourism enterprises. The current tourism brand building is still very lagging behind. In addition to the constraints of the external environment, the problem of the enterprise itself is more serious. The weak awareness of independent brand building, brand positioning deviation, brand management issues such as low prevalence. Whether these problems can effectively solve the long-term development related to tourism in China. Implementation of brand strategy is a long-term, the overall plan. In this paper, this article aims at the challenges facing tourism enterprises, put forward the precise positioning, enriching the connotation, strengthening management, doing a good job service and other measures to resolve, in order to make some contribution to the brand strategy of tourism enterprises.