| 旅游企业品牌战略探讨 |
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| 引用本文： | 郭鲁芳. 旅游企业品牌战略探讨[J]. 旅游科学, 2001, 0(3): 20-23 |
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| 作者姓名： | 郭鲁芳 |
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| 作者单位： | 杭州商学院旅游管理系副教授、浙江大学经济学院博土研究生 |
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| 摘 要： | 品牌是提高旅游企业竞争力的王牌.我国旅游企业要树立强烈的品牌意识和品牌经营观念,以质量为基础创旅游品牌,以企业名称与品牌名称并用为主,实施创品牌与上规模联动的名牌战略.
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| 关 键 词： | 品牌 品牌战略 旅游企业 统一品牌 个别品牌 旅游竞争力 |
| 文章编号： | 1006-575(2001)03-0020-04 |
A Probe into the Brand Strategy of the Tourism Enterprises |
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| Guo Lufang. A Probe into the Brand Strategy of the Tourism Enterprises[J]. Tourism Science, 2001, 0(3): 20-23 |
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| Authors: | Guo Lufang |
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| Abstract: | Brand is the trump card of increasing the competitiveness of tourism enterprises. Theauthor thinks tha Chinese tourism enterprises should have fierce sense of brand and forceful concept ofbrand operation, set up tourism brands based on quality, choose the pattern of brand strategy incorpor-ating enterprise name with brand name and enforce nametag strategy to unite creating brand with enlargingscale. |
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| Keywords: | Brand brand strategy tourism Enterprises uniting brand individual brand tourismcomPetihveness |
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