Research On The Brand Strategy Of International Travel Agency Of China-Liaoning Branch

Following China's economy development, the tourism industry has been growing fast in recent years. Increased competition has turned the travel companies against each other with intensive pricing wars, which made every player in the industry a loser. At the same time, customers have become more sophisticated, paying more attention to travel companies' brand and service quality. Based on this situation, branding strategy for travel companies has become a key advantage in the competition.This thesis is based on the case analysis of International Travel Agency of China-LiaoNing branch. First, current Chinese tourist market situation and competition profile are analyzed. Second, brand strategy and related theory as they relate to the tourist industry are reviewed. Thirdly, SWOT analyses of International Travel Agency of China-LiaoNing Branch with its branding strategy are presented.In the strategic processes of building brand, detailed customer segmentation of target market is presented first. Then, positioning of the brand and organizing of the brand image system followed. Third, brand launching strategy of the product is presented.In order to manage the company brand equity with modern management theory, especially on brand awareness, brand recognition, brand association, brand loyalty, and brand valuation, specific recommendations are proposed through continual improvement to build powerful brands. Finally, advertising strategies and brand integration with all communication channels to build up the overall brand and company image.The final part thesis is the actions plan for International Travel Agency of China-LiaoNing Branch. This includes staff competency development, product and service quality improvement, closer co-operation with the media, and growing the business through innovation.