The Research On The Travel Agencies’brand Construction In Shanxi Province

Travel agency in tourism as one of the three pillar industries, with locally rich traveling resources has been deriving rich nutrition, increasing rapidly in numbers, and expanding gradually in scale during the30years from Reform and opening policy in Shanxi Province. However, with the development of tourism in Shanxi Province, many travel agencies aren’t still getting rid of the situation(small,scattered, weak,poor)and are maintaining with the declining profit. At the same time as our nation obeys the agreement to the world trade organization,many famous international travel agency flow into China, which gives the impact to native tourism. And the consumers have more opptuninties to travel, with increasingly rich tourism experience, and tourism consumption are more rational, that is to say when they travel they pay more and more attention to the internal character of tourism consumption. In another words that people are not only considering the price, and they are beginning to pay attention to the quality of tourism service level. With the above phenomena,if a travel agency wants to survive the crisis, develop and stand out in the competition, the brand construction is urgent. Marketing experts Larrylight once said brilliantly:In future the marketing is war of brands. Business and investment’s recognization about the brand is the company’s most valuable assets. Owing markets is much more important than owing factories, and the only way to get market is to have a brand with advantages in market. Under such fierce competition background, the travel agencies’ deleloping strong brands will be crucial.However, in Shanxi current travel agencies almost have no well-known brand, most of the travel agency brand awareness is still weak, and are still in the endless price war for survival, all of which greatly hinder its own development as well as the development of tourism in Shanxi Province Therefore, in order to make the travel industry in the fierce competition get the markets and constant development, my paper, with the theory of brand construction in enterprise management as the theoretical support and advanced management ideas and methods, analyze the present situation of the travel agency’brand and the problems of the construction of the brand in Shanxi Province. And on this basis I will put forward the development countermeasures in brand construction mode, brand recognition, brand management and maintenance. I hope the tourism industry in Shanxi Province can suivive the fierce competition, and can be good reference for national tourism.