Research On The Brand Strategy In HengYang Branch Of China International Travel Agency

During the mid-term of 1990s, the travel agencies in China have stepped into the fast lane of its development. After recent ten years'progression at a very fast speed, on one hand, the amount of travel agencies, the number of tourists, and the income of travel business progressively increase year after year; on the other hand, competition in the travel agencies is extremely intense. Price war becomes more and more heated so that profit percentage goes downhill. Being situated in the furious market competition, constructing famous brand travel agencies has become the key point to defeat the opponents. Therefore, many travel agencies with foresight and sagacity commence making figures. They exert themselves constructing famous brand travel agencies, cultivating their competitiveness at the core in an order that they can become regional, national, and even international well-known travel agencies.Based upon the guidance of contemporary brand strategy theories and its interrelated ones, this thesis starts with analyzing the present situation of the travel agencies and its competitive state, probes deeply into opportunities and challenges that HengYang Branch of China International Travel Agency has confronted. And through combining the advantages and disadvantages of HengYang Branch of China International Travel Agency, we bring forward that executing brand strategy is imperative in HengYang Branch of China International Travel agency. In the course of working out brand strategy, we first map out the brand recognition device of HengYang Branch of China International Travel Agency so as to make sure its values at the core. In the next place, through our programming, we aim to make brand strategies and brand structural frame more reasonable and more scientific. At the same time, in analyzing and selecting brand extending strategies, we attempt to make them more scientific and more forward looking. What comes last is to find way to manage brand assets scientifically, and especially to unify brand popularity, brand recognition, brand recognition, brand association, brand fidelity and brand premium capacity organically and to elevate them constantly. In the last chapter of this thesis, in analyzing the problems occurring in the process of implementation, we highlight scientific management, approved educational level of employees, highest output and service quality, intimate cooperation with media, active innovation as"five toehold"for giving shape to brand strategy.When composing the thesis, I not only consult successful cases of outstanding travel agencies which successfully carrying out brand strategies but also knit together...