Research On The Brand Strategy In Changchun Culture International Travel Service

At the end of 20th century,our country's tourism has grown rapidly,stepping into the fast lane of the economic development. With the expansion of tourism,the number of travel agency and tourists increase year by year, the competiton becomes fierce between China's tourism industry. But the competition still stay in price war,sale promotion levels,few agencies rise the development of the industy to a high degree of brand strategy. Therefore,our country's travel brand management still in the initial stage,it is not mature in all aspects of experience. Theoretical aspects focus most on the system of property rights, trade management and other macro-areas, brand strategy for the planning and implementation lacking of practical experience.Based on the theory of brand strategy and the related literature review as the instruction, the paper analyses the development of tourism and the current situation of the present situation of jilin tourism.On this basis,the paper do the analysis to the advantage and opportunity,threat and challenge,the status of development that ChangChun Culture International Travel Service(CCITS) are facing, and putting forward the scientific, systematic, feasibility principles of CCITS's brand strategy plan. In the aspect of making brand strategy,this paper give a detailed discussion to these aspects, brand image recognition system, refining the brand's core values, tourism products'brand planning, the spread of brand image and scientific management of the brand. In the implementation of brand strategy, analysis from the five aspects :Business process reengineering, perfect quality assurance system; Strengthening management innovation to realize the core values; Full integration of resources to enhance brand competitiveness;Focusing on promotion to strengthen brand communication; Building professional team to do the best to implement the brand strategy. Through the discussion of this paper,CCITS should be based on the implementation of brand strategy. By doing this ,guilde the business management activities, fully enhance brand competitiveness and achieve long-term development of the enterprise.