The Study Of Brand-building For The LC Group

With the increasing competitive of tourism industry and tourists consumer motivation are more and more mature, the brand of tourism enterprises become increasing evidently. In the quite similar tourism market, the brand management for the enterprise will bring special competitive advantage, not only a good brand image to attract a large number of brand loyalty, but also to enhance the core competitiveness and continuate profitability! Brand management has become a modern trend in the development of tourism enterprises.This paper studies the brand management theory, strategic theory and other relative theory, and use of surveys, comparative and empirical research methods to do the LC group travel brand-building research:First of all, research and diagnose the LC group's internal and external business environment, analyse the status of brand building and problems of LC Group. Secondly, according to the brand-building theory, put forward for the fitted brand-building programs of LC Group, drew a conclusin that "Brand-building should start from the customers' requirement, and offer the value of products and services beyond the psychological needs of the customer in the whole process of a cycle." And " In order to continuously enhance the brand benefit, the brand-building should focus on both external brand proliferation and internal ability building, so improve the internal and external ability synchronous "," Brand- building must submit to corporate strategy and business indicators, it's impact assessment should be combined with business indicator and must be measurable ".According to upon conclusion, make a feasible brand-building solution about the brand model, brand positioning, brand identity design, brand communication, brand maintenance and evaluation of brand-building result. Thirdly, a comprehensive study was carried out to measure the brand-building of LC Group programs for the implementation, in this brand-building assurable solution of LC Group, give the implementation of the measures from the management system, human resources, service,technology, capital, corporate culture, experimental measures, put forward a viable solution.In this paper, a series of studies and analysis was done, given a brand-building total solutions for the LC group travel business, and proposed tourism brand building and communication strategy of the new arguments. It is expected to enhance the LC Group's long-term competitiveness and sustained profitability. This study also give other tourism companies'brand building a certain value.