精品文档---下载后可任意编辑国内旅行社品牌经营管理模式讨论——以春秋国旅为例旅游管理专业学生 李茶指导老师 秦淳霞摘要：随着我国参加 WTO，国内市场已经与国际市场接轨，我国在迎接机遇的同时更是面临着巨大的挑战，对于国内的旅行社业来说这个挑战更为强烈，特别是外资旅行社在我国的建立，势必会利用其自身的品牌优势瓜分我国国内市场。在当今这个以品牌制胜的时代，国内旅行社仅仅依靠产品本身已缺乏以保证旅行社的生存和开展，面对这样的竞争和挑战，国内旅行社应该创立自己的旅行社品牌并在此根底上进行品牌化经营管理。本文从国内旅行社品牌经营管理的现状以及存在的问题等方面进行分析，结合上海春秋国际旅行社品牌经营管理的模式，尝试着构建一个适合国内旅行社实施品牌经营管理的模式，以此来促使国内旅行社适应国际潮流，稳步健康地开展。关键词：旅行社；品牌经营管理；管理模式；春秋国旅A research on the Brand Management Mode of Domestic Travel Agency——the Case of Spring and Autumn International Travel ServiceStudent majoring in Tourism management Li Cha Tutor Qin ChunxiaAbstract：After entering into WTO, our domestic market has conducted with the international market. We both face opportunities and great challenges. This kind of foreign travel agency must use its advantages to occupy our domestic market. In modern time, brand is the key point to gain the market. The domestic travel agencies only depend on their common brands, which are not enough for existence and development. With the competition and challenges, the domestic travel agencies should make their own brand for running and management. On the basis of analyzing the status quo and existing problems of the domestic travel agencies in the field of brand operation and management, this paper is written to find a brand-managing mode fit for domestic travel agencies, enlightened by the mode that Shanghai Spring and Autumn international travel service is applying. The domestic travel agenci...
