Research On Brands' Competitive Power Of Chinese Tourism Enterprises

Competitive power is the key foundation and endless strength for a company to survive and develop. With the influence of economic, scientific and technical globalization, the homogenization and substitution of products tend to be more and more serious; as a result, driven by the competition in the market fields, brand has gradually taken the place of product as the most important competitive resource of the company. With the entry of WTO, tourism companies have to face new opportunities and challenges; Moreover, the change of consumer structure and experience economy has also accelerated he industry and the government to focus on how to enhance competitive power of the brand construction in Chinese tourism companies. So the relative research in this field is favorable for the Chinese tourism companies to become stronger, to consolidate and enlarge their markets as well as to upgrade their competitive status both in and abroad.This paper combines the theoratical and practical, qualitive and quantative methods. Basing on the developmental environment of tourism industry both in and abroad, breaking through the routine qualitive analysis and with the basic theory of the competitive power and supporting elements, this paper brings in and modifies the normal evaluating system; combining with the questionnaire servey, it creates the indicator system to professionally evaluate the competitive power of brands in tourism companies. Then, with the examples of typical tourism companies of in shanghai, it deploy comprehensive, multi-angle and contrustive index evaluation and concludes the current problems and their course. Finally, by the contrastive research of national and foreign tourism companies, it shows the gap between them in order to gather useful reference and to bring forward practical countermeasure to increase the power. This paper is divided into five parts: Chapter 1 Preface; Chapter 2 Summary the theory of competitive power of company brands, modify and recreate the evaluating indicator system; Chapter 3 Case study, take tourism industry in shanghai as examples, analysis and conclude the current situation and problems in this field; Chapter 4 Research on creating and applying the mode to bringing up competitive power; Chapter 5 Epilogue and outlook on the subsequent research. However, because of the localization of the writer's theoretical and practical knowledge, there still are some deficiencies in this research, such as the number of selected index is short in number and the data material for quatantative analysis is insufficient and so on. In the future research, the writer will make tracks for the trend of this field and enrich the quantative material as well as enhance the number and depth of index.With the continuously mature and collectivized development, the brand competitive power of national tourism companies will make further progress; moreover it will help acceletate the promotion of holistic power and sustainable development of our tourism industry.