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自1845年托马斯·库克[1]组建了旅游代理机构要以来,欧美的旅游发展逐渐形成了一套完整的管理体系。中国加入WTO后,我国的中小型旅行社面对难得的机遇、激烈的竞争和严峻的挑战,我们必须采取相应的对策改变现状。我国旅行社业要克服恶性竞争的顽症,走上良性发展的道路,就必须从战略的角度去经营。本文中就我国旅行社业品牌经营中存在的问题进行分析,以期引起业界的重视。
Since the establishment of a tourism agency by Thomas Cook in 1845 [1], tourism development in Europe and the United States has gradually formed a complete system of management. After China’s accession to the WTO, China’s small and medium-sized travel agencies face a rare opportunity, fierce competition and severe challenges, we must take appropriate measures to change the status quo. China’s travel industry to overcome the vicious circle of chronic disease, embark on the path of healthy development, we must from a strategic point of view to operate. This article analyzes the problems in the brand management of China’s travel agency industry with a view to attracting the attention of the industry.