Abstract Accession to wto on china's agency is very deep influence, especially in brand management, the outside world will face severe challenges. in such circumstances, from china travel service management of the enterprise's kernel competitive the industry in the promotion of the strategic management. The method by which research methods of the content, from china travel service brands development problems, swot analysis of the brand, travel agencies in the competition policy in response to several aspects of issues in detail, a written description and analysis. Tourism as a customer value is perceived as the main system of evaluation in the service industry, the desired brand attributes, values, culture, the operation also have their own unique. our travel service, and brand strategy has a special significance. Therefore, from china travel service management of the enterprise's kernel competitive the industry in the promotion of the management level. Key Words： Brand strategy, travel company, coping strategies ， SWOT analysis目录中 文 摘 要 .......................................................................................................1Abstract........................................................................................................................21.1 品牌的定义.................................................................................................................................11.2 品牌的作用.................................................................................................................................22我国旅行社品牌进展存在的问题 .............................................................................22.1 品牌意识欠缺.............................................................................................................................22...
