浅析我国旅行社建立品牌的误区  

On misunderstandings of Chinese travel agencies to found a good brand

作　　者：牛林豪[1] 

机构地区：[1]河南大学历史文化学院,河南开封475001

出　　处：《开封大学学报》2002年第2期41-45,共5页Journal of Kaifeng University

摘　　要：建立品牌是公司竞争的重要手段之一。旅行社建立品牌可以有效降低顾客的购买风险 ,建立顾客的忠诚感 ,提高价格 ,获取利润 ,实现网络化、集团化经营 ,创造竞争优势。目前 ,我国旅行社建立品牌存在多种误区 :把名称当做品牌 ,把知名度当作品牌 ,把质量等同于品牌 ,品牌没有个性 。Founding a good brand is an important means for travel agencies to win the competitions. It can reduce travelled risks, win their trusts, raise the price, get more profit, achive grouplization and thus can occupy a dominant position among competitions. Nowadays many misunderstandings exist in founding a good brand. Names, fame and quality are simply regarded as brand. Brands lose their features. Ad propaganda is separated from brand building.

关 键 词：误区 旅行社 品牌建立 品牌作用 中国 旅游业 购买风险 经营管理 

分 类 号：F592.6[经济管理—旅游管理]