中国经济快速增长推动旅游业持续发展,但从整体来看旅行社本身的管理及发展存在一系列问题,而建立及发展独特的品牌是长远解决这些问题的可行方案之一。本文以广州广之旅国际旅行社股份有限公司的品牌塑造过程中一个成功个案为例,剖析传统旅行社的品牌塑造的过程,希望能填补中国旅行社的品牌研究在实证方面的空白,并为当前及今后旅行社业者建立和发展品牌留下相关的借鉴经验。 China’s rapid economic growth has promoted the sustainable development of the tourism industry. However, there are a series of problems in the management and development of travel agencies as a whole. Establishing and developing unique brands is one of the feasible solutions to these problems in the long run. In this paper, Guangzhou Guangzhilv International Travel Co., Ltd. brand building a successful case as an example, the analysis of the traditional travel agency brand building process, hoping to fill the Chinese travel agency brand research in the empirical gaps, and for current and future travel agencies Establish and develop the brand to leave relevant experience.