First, the development of the tourism brand strategy

Brand-driven business is tourism enterprises to truly realize the value of the assets, brand strategy is a scientific management system. Mainly includes the following components:

1, for the correct positioning of the tourism market

This is a city or region of the core values ??of tourism image. To build a city or regional tourism image of the tourist center of the issue of brand building, which requires integration of the tourism image of factors, a comprehensive tourism information to the image displayed, showing the face of tourism consumers, so that the target audience of urban or tourist areas have a clear the impression that stimulates their awareness, the desire to participate.

2, shaping the meaning of brand

Fifty years ago, the value of tourism enterprises by nearly 80 of tangible assets such as plant , equipment and inventory and so on. Today, tourism enterprises for nearly 50 of the value of a decision by the intangible assets. These usually do not directly appear in the accounts, the relatively difficult measurement. However, these assets, the most important is the brand of tourism enterprises.

Shape the quality and content of the brand, improve customer loyalty is one of many tourist enterprises trends. Food and beverage market in order to break thro

ugh the existing business model of the "bottleneck" and change consumer hotel "luxurious style, but very expensive business deserted" the view of the Xiamen Jinyan Hotel in the food and beverage operations, bold innovation, and make full use of Xiamen Airlines Hotel, Quanzhou Aviation Hotel, Wuyishan Zhuang restaurant chain advantages of centralized purchasing, and Xiamen, through 23 large-scale fishing vessels to establish cooperation alliances, as well as rely on the Xiamen Airlines flight advantages, expand the vision of the procurement as well as outside the country, as far as possible, reduce the food and beverage procurement cost and establish a high-end hotel concept of the civilian population of the consumer. In ensuring high-quality food under the premise of the hotel continue to introduce new dishes to meet the needs of people of different levels of consumer demand, a growing business is booming, catering turnover ranking the top hotels in Xiamen. At this point, that is often said the "soft power." For "soft power" the more adequate understanding of the "soft power" a higher level of attention, a city or region's tourism products and services will be needed for people. Brand can be said is a "soft power" of the Dacheng, is "soft power" as an important performance. Today, tourism is not the consumer robots, they have not just simply take out travel products, but in th

e choice of a concept and attitudes.

3, based on the quality of system management, brand management standardization, and scientific procedures.

At present, China has introduced a number of tourism enterprises ISO9000 international standards, established a quality management system, and some also adopted the ISO9000 quality system certification, so that scientific brand management, and international standards. China is already 28 to implement the World Heritage ISO14000 international environmental management standards, and six have been through this environmental management system. However, it should be emphasized that the introduction of ISO9000 international standards, it is only for tourism enterprises to create the conditions to participate in international competition, but by no means a magic weapon for the formation of a competitive advantage . Quality management system can be copied, but the concept of brand can not be copied, can not be copied, only the concept of tourism enterprises in order to truly create a competitive advantage.

4, through the network operations, to achieve brand expansion.

Tourism businesses are tourism services are intangible products, the production process is the consumption process, visitors can not purchase products that immediately come into contact with. Relative brand industrial products, it is soft, and the need f

or consumers to enjoy services in the course of feelings. Therefore, a travel agency or hotel can attract more tourists, but also to visitors to its brand influence. Moreover, the tourism product of its production and consumption at the same time, the decision to promote the tourism brand can not be like any other brand of industrial enterprises, through the flow of products to achieve, and only by consumers - to achieve the flow of tourists, thus for tourism enterprises, network operators must pass in order to achieve an effective expansion of the brand.

Second, brands with the future development of tourism

Brand and the future of tourism showed the following characteristics:

First, is the only way to participate in international competition.

Spain Tourist Office in China on behalf of Arthur Rocklavel said: "Europe's China fever 'is an indisputable fact, many travel agencies in Spain, said the Chinese tour groups to the sale of bread to sell as fast as like. "However, the desire for quick profits brought about by a number of issues, such as an increase in theft cases, travel agencies, agreed to randomly change the lines, attack on the tourists sit idly by and so on, have begun to appear. Chinese tourists to travel on the local travel agents complained repeatedly, some smaller travel agencies in order to earn quick money disregard the interests of home vi

sitors, tourists and tour guides resulting contradictions and conflicts between. These discordant phenomenon that in a competitive era of economic globalization, the need to create an international brand, it will help tourism enterprises in international markets surging in the right navigation, on the other side towards success.

Secondly, the established market position, create a number of travel brands and reduce the impact of market competition.

To develop tourism enterprises in international markets should only have a global brand, from the surface, the answer is obvious, it should be in the affirmative. How to build a global brand in China this? Shanghai Ogilvy & Mather advertising Zhang, senior planning officer said: "Brand advertising is not the only means of Establishing a strong brand can bring to consumers the memory of a moment, while the value of this memory is impossible to measure, more and more enterprises will be the focus of attention is the quality of clients rather than the number of customers. "

Over the years, Guangxi, Yunnan, Inner Mongolia, Fujian, Zhejiang, Huangshan, Wuyishan scenic tourist city and so have introduced a wide range of tourism products, to create their own brand of tourism. Northwest Yunnan in China, there is a with the United States comparable to the Grand Canyon of the East Grand Canyon - Grand Canyon River. Nu Au

tonomous County of Gongshan Dulong territory and give full play to advantages of resources to the organic integration of tourism and culture, want to create "Three-River Pearl," "River Grand Canyon" world-class tourism brand. In 2006, announced to build the Qinghai-Tibet Plateau to possession of Princess Wencheng legend, the myth of the Kunlun Mountains, Tea Horse Road, the theme of anecdotes Tangbo Ancient Road "Seven brand" the project. Fujian also focus on creating Gulangyu music culture, political culture vessel Fuzhou , Wuyishan World Heritage, Putian Meizhou Mazu belief, Quanzhou Maritime Silk Road, Zhangzhou Tianfu Tea, seven Tulou Yongding tourism brand.

Third, the franchise brand and the close combination of the search for "famous brand" shock effect.

China Franchise Association Franchising is defined as "the concession will be of its own trademarks, trade names, products, patents and proprietary technology, business model, such as in accordance with the terms of the contract, the franchisor under a unified business model to engage in business activities to pay the appropriate license fee. "This franchise is characterized, it will be a unique commodity, trade marks, patents and business model a set of combination of complex intellectual property rights.

1. Tourism brand development strategy

Brand-driven management is the true reflection of the asset value of tourism enterprises, and brand strategy is a scientific management system. It mainly includes the following links:

1. Carry out correct tourism market positioning

This is the core value of a city or region's tourism image.

Building a city or regional tourism image is the central issue in tourism brand construction. It requires integrating tourism image factors, comprehensively expressing tourism image information, and presenting it in front of tourism consumers, so that the target audience has a clear and definite understanding of city or regional tourism. impression, stimulating their desire to perceive and participate.

2. The connotation of brand building

Fifty years ago, nearly 80% of the value of tourism companies consisted of tangible assets, such as factories, equipment and inventory. Today, nearly 50% of the value of tourism companies is determined by intangible assets. These contents are usually not directly shown in the accounts and are relatively difficult to measure. However, the most important of these assets is the brand of the tourism enterprise.

Shaping the quality and connotation of the brand and improving customer loyalty is a development trend for many tourism companies. In order to break through the "bottleneck" of the original business model in the catering market and change consumers' perception of hotels as "luxurious, but expensive and business is deserted", Xiamen Jinyan Hotel boldly innovates in catering operations and makes full use of its cooperation with Xiamen Airlines Hotel, Quanzhou Airlines Hotel and Wuyishanzhuang chain catering have the advantage of centralized procurement. By establishing a cooperative alliance with 23 large fishing boats in Xiamen and relying on Xiamen Airlines’ flight advantages, they have expanded their procurement horizons to the whole country and even overseas, and reduced catering procurement costs as much as possible. price, and establish the concept of civilian consumption in high-end hotels. On the premise of ensuring the high quality of the dishes, the hotel continues to introduce new dishes to meet the needs of people at different consumption levels. The business is increasingly prosperous, and the catering turnover ranks first among all hotels in Xiamen. At this point, it is what people often call "soft power." The more fully the understanding of "soft power" is and the higher the emphasis on "soft power", the more people will need the tourism products and services of a city or region. Brand can be said to be the culmination of "soft power" and an important manifestation of "soft power". Today, travel consumers are not robots. They are no longer simply buying travel products, but choosing a concept and attitude.

3. Rely on quality system management to standardize, program and scientificize brand management.

At present, many tourism companies in my country have introduced ISO9000 international standards and established quality management systems. Some have also passed ISO9000 quality system certification, making brand management scientific and in line with international standards. my country is implementing the ISO14000 international environmental management standard in 28 world heritage sites, and 6 have passed this environmental management system. However, it must be emphasized that the introduction of ISO9000 international standards only creates conditions for tourism companies to participate in international competition, but it is by no means a magic weapon for forming competitive advantages. All quality management systems can be copied, but brand concepts cannot be copied. Only concepts that cannot be copied can truly create competitive advantages for tourism companies.

4. Achieve brand expansion through network management.

The products provided by tourism companies are tourism services, which are intangible commodities. The production process of the products is also the consumption process, and tourists cannot have immediate access to the purchased products. Compared with the brand of industrial products, it is soft and needs to be felt by consumers in the process of enjoying the service. Therefore, whether a travel agency or hotel can attract more customers also depends on the influence of its brand on tourists. Not only that, the simultaneity of production and consumption of tourism products determines that the promotion of tourism brands cannot be realized through the flow of products like the brands of other industrial enterprises, but can only be realized through the flow of consumers-tourists. Therefore, For tourism companies, they must operate online to achieve effective brand expansion.

2. The future development of brands and tourism

The future of brands and tourism will present the following characteristics:

First, it is the only way to participate in international competition.

Arturo Clavell, representative of the Spanish Tourism Bureau in China, said: "Europe's 'China craze' is an indisputable fact. Many Spanish travel agencies have stated that the sales of tour groups to China As fast as selling bread.

"However, some problems caused by the desire to make quick profits, such as an increase in theft cases, travel agencies changing agreed routes at will, and sitting idly by when tourists are attacked, have begun to appear. Tourists traveling to China frequently complain about local travel agencies, Some smaller travel agencies ignore the interests of tourists in order to make extra money, causing conflicts between tourists and tour guides. These disharmonious phenomena show the necessity of creating international brands in the era of economic globalization and competition. It will help. Tourism enterprises must navigate correctly in the turbulent international market and move towards success.

Second, establish market positioning and create multiple tourism brands to reduce the impact of market competition.

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Should tourism companies developing international markets only have one global brand? On the surface, the answer is obvious and it should be yes. How does China build a global brand? Zhang Jie, a senior planner at Ogilvy Shanghai, believes: “Advertising is not the only way to build a brand. Whether a strong brand can bring a momentary memory to consumers, and the value of this memory is immeasurable. More and more companies will focus on the quality of their customers. rather than the number of customers. ”

In the past few years, scenic tourist cities such as Guangxi, Yunnan, Inner Mongolia, Fujian, Zhejiang, Huangshan, and Wuyishan have also launched a variety of tourism products to create their own tourism brands. In northwest Yunnan, my country, there is a The Nujiang Grand Canyon, the oriental grand canyon comparable to the Colorado Grand Canyon in the United States, makes full use of its superior resources and organically combines tourism with national culture to create a world-class "Pearl of the Three Rivers" and "Nujiang Grand Canyon". Tourism brand. In 2006, the Qinghai-Tibet Plateau announced the creation of the "Seven Brands" project with the themes of the Tibetan legend of Princess Wencheng, the myth of Kunlun Mountain, the Ancient Tea Horse Road, and the anecdotes of the Tang-Tibet Ancient Road. Fujian also focused on building Gulangyu Music Culture and Fuzhou Boat. Seven major tourism brands include political culture, Wuyishan World Heritage, Putian Meizhou Mazu belief, Quanzhou Maritime Silk Road, Zhangzhou Tianfu Famous Tea, and Yongding Tulou.

Third, the close combination of brand and franchise. Seeking the shock effect of "well-known brands"

The my country Franchise Association defines franchise as "the franchisor's own trademarks, trade names, products, patents and proprietary technologies, and business models. etc., in accordance with the provisions of the contract, engage in business activities under the franchisor's unified business model, and pay corresponding fees to the franchisor. "The characteristic of this kind of franchise is that it is an intellectual property complex that combines a unique product, trademark, patent right and a complete set of business models.