【作者】 马永刚；

【导师】 宋振春；

【作者基本信息】 山东大学 ， 旅游管理， 2007， 硕士

【摘要】 组建规范的、具有资产纽带关系的旅行社集团，寻求同业联合的优势，是由旅行社行业特征及国际国内市场经济发展趋势所决定的。我国旅行社行业的竞争现状也使得在我国发展旅行社集团具有必然性和重大的现实意义。而随着全球企业界进入品牌经营、品牌竞争的阶段，品牌竞争力也已成为一个企业现实竞争力的最终体现。品牌是无形资产，是服务企业对其所提供服务的品质保证，也是企业综合实力的外在表现。本文通过对品牌竞争力思想的回顾，从品牌竞争力的内部来源入手，通过对我国旅行社集团品牌竞争力的认识，从产业竞争性因素、企业要素因素和品牌自身因素对我国旅行社集团的品牌竞争力及形成因素进行了分析。品牌竞争力是一种长期积累而成的整合能力。在当前乃至以后竞争激烈的市场中，企业要想塑造并发展一项强势品牌，单靠历史的遗留、独特的资产、一两次的机遇或简单的技巧是不可能办到的。企业还要从品牌管理的深层次入手，在企业的制度、技术、产品、文化等各个环节上做足“功课”，通过企业“内功”的沉淀为提升品牌竞争力打下基础。品牌竞争力的形成是一项从内而外，又从外而内的循环性工程。在企业内部资源俱备的条件下，结合品牌管理思想，运用整合定位、整合营销传播、品牌资产规模扩张等战略手段，逐渐提升企业的品牌竞争力。旅行社集团品牌竞争力的形成与提升，离不开政府的支持。作为政府应对旅行社集团提升其品牌竞争力的举动持积极开放的态度，减少其发展过程中的政策性、行政性因素，为打造名牌旅行社集团创造条件。更多还原

【Abstract】 Setting up normal Travel Agency Groups(TAGs) with the property right relation, to gain the advantage of consociation in the travel agency industry, is decided by the travel agency industry characteristic, and the international and local market economy development trends. It is necessary, and of important realistic meaning to develop TAGs in China, because of low profit and vigorous competition in travel agency industry. With the coming of Brand Operation and Brand Competition, Competitive Ability of Brand has been an final performance of an enterprise. Brand is intangible assets, is insurance for TAGs service, is also the final performance of synthesis ability.The paper looks back thought origin of Competitive Ability of Brand, and begins with internal origin of Competitive Ability of Brand. Based on the knowledge on Competitive Ability of Brand of China’s TAGs, the paper analyzes Competitive Ability of Brand of China’s TAGs, and its formation factors from three angles of industry, enterprises and brand.Competitive Ability of Brand is integration ability because of long-time backlog. In the market of vigorous competition, just depending heritage, special property, opportunity or simple technique, it’s impossible for an enterprise to make and develop a brand with advantage. Enterprises have to work from the deep layer of brand management, work hard on system, IA, product, culture and so on, to make good basis to improve Competitive Ability of BrandThe formation of Competitive Ability of Brand is an "internal—exterior" circulation project. When an enterprise have good internal resource, it can use some strategic methods, such as Positioning, IMG, expanding brand assets scale to improve Competitive Ability of Brand.TAGs need the support of government to take form and improve Competitive Ability of Brand. As government, it should have a positive attitude to the behavior of TAGs to improve their Competitive Ability of Brand, and reduce resistance on policy and administration, to creat space for famous TAGs.更多还原