Research On Brand Strategy Of Travel Agency

After thirty years' reform and opening to the outside world, the travel agency industry, which is one of the three pillar industries in Chinese tourism industry, has a striking development. The number of the travel agencies has increased greatly while the size also has expanded largely. However, our current travel agency industry still bears some bad characteristics, namely, small, scattered, weak and low-quality. One of the main causes of these problems is the poor brand awareness and a lack of the star travel agencies. The core of the competition between travel agencies is the competition of the brand. He who owns the star brand wins the battle. Thus, travel agencies in China should adopt the brand strategy immediately.This paper uses the research of the travel agencies in Nanchang city as examples to study the brand strategy of regional travel agencies. It breaks the conventional research methods which choose the perspective of national wide, or choose only one travel agency as research object. This paper, with the reference of the research results at home and abroad, basing on the annual inspection information provided by administrative authorities, uses the method of questionnaire and interview to analyze current brand situation among travel agencies in Nanchang. It also points out the main existing problems, that is, a poor awareness of the importance of brand, a lack of systematic research to the management of brand, a lack of a reasonable plan for brand construction, and a lack of the master of scientific method to brand management. These problems can be specifically analyzed as follows: not-optimistic tourism products, a lack of personal tourism service, unattractive brand image, single means of advertisement, basically absence of brand introduction, a lack of brand culture cultivation, inefficient ability of brand innovation, and a lack of attention to brand management.In view of these researches, this paper emphasizes the necessity of the enforcement of brand strategy among travel agencies in Nanchang, and also puts forward specific methods, that is, in macro-aspect, the administrative authorities should pay attention to and support the brand construction, and tourism management agencies should strengthen their roles well; and in micro-aspect, travel agencies should have a plan of brand construction as well as the design of brand image ,emphasize the quality of tourism products, the spread of the brand should have a target, travel agency also should strengthen the construction of brand culture and the management of brand crisis, and illustrate it with the help of a lot of diagrams. Finally, choose a travel agency with brand strategy as a better case to analysis in order to provide a reference for the development of other travel agencies in Nanchang.