Research On Brand Marketing Strategy Of XG Travel Agency

As an important industry of national economy,tourism plays an increasingly important role in promoting economic growth,solving social employment,promoting new rural construction and ecological civilization construction.In recent years,with the gradual improvement of tourism industry infrastructure and supporting services,the tourism security policy system is improving,and the implementation of "paid vacation" will be accelerated.National tourism needs will be further released,and tourism will also usher in major development opportunities.XG Tourism Company is located in Linzhou City,Henan Province.It was established by the local government in the 1990 s when it used its resources to invest in the development of Taihang Daxia Valley scenic spot.In recent years,the company has striven to build the Taihang Grand Canyon tourism brand and increase publicity and promotion.However,compared with some companies that have developed well,there is still a large gap in business management,development level and economic benefits.Therefore,it is very important to understand the current situation of XG tourism brand marketing and put forward suggestions for improving the overall level of XG tourism company,enhance market competitiveness,realize brand value,and promote sustainable development.On the basis of defining the basic concepts of brand marketing strategy and discussing the relevant basic theories,this article uses the basic theories and methods of marketing,economics,management,sociology and other disciplines,and uses questionnaires,field visits,and expert interviews.This paper investigates and analyzes the brand marketing status of XG Travel Company,and believes that there are problems in brand marketing such as unclear brand image,unclear brand positioning,lack of humanistic color,and low brand network marketing.The main causes of these problems are weak brand awareness,lack of system development planning,lack of tourism professionals,and lagging brand promotion.This paper builds a brand marketing strategy model of XG Tourism Company.It is pointed out that XG tourism company should carry out brand marketing and management based on brand positioning,brand image,brand marketing and brand maintenance,and discuss the guarantee conditions needed for the implementation of this model.This includes streamlining management mechanisms,high standards of planning,high-quality construction projects,and strengthening personnel development.