Research On The Brand Strategy In Shanghai Spring And Autumn International Travel Service

As one of sunrise industries, tour industry has both wide developing prospect and competition and challenge. Travel agency, as one of the three main tour industries, is facing severe competition and becoming a low profits industry in China. In the dramatic market competition, establishing a sound brand has become the key of a travel agency's success. In the face of the adjustment of industry's structure and the entered into by foreign travel agencies, our domestic travel agencies should take the advantage of this chance, improve ourselves, press on with branding process operation, try to establish dominant native travel agency brands.Under the brand strategy theory and related theories'guidance, the first chapter deeply analyzes the background and significance of research object, studies severe competition circumstances of travel agencies and the necessity of brand operation in China. It mainly explains the status quo of travel agency industry. That is, as the increasing of travel agencies, number of travelers and income of travel agencies year by year, the competition among travel agencies becomes more intense, profits declines sharply. Travel agency industry comes into a stage of structure adjustment. The concentricity of this industry is low while the scale of the whole industry is small. After entering into WTO, there are deep influences to travel agency industry. Travel agency industry becomes a time of brand operation. The second part reviews the theories and documents related to this thesis home and abroad. The third part of this chapter summarizes the connotation and features of travel agency branding. In the last part, it generalizes the contents and ways of this thesis.In the second chapter, that is the establishment of brand strategy pattern, it analyzes the characteristics of brand establishment firstly. The main part of travel agency branding pattern is single brand operation pattern. The leading part of branding building is company brand. Travel agencies need to develop product brand. Then, this part introduces the importance of image-building. In order to build a sound brand image, travel agencies should design brand signals, establish sound ethical principles, create competitive price image, and improve the brand promotion. Third, it proposes three basic patterns of brand establishment.Chapter three and chapter four are the core contents of this thesis.The third chapter introduces the status of Shanghai Spring and Autumn International Travel Service firstly. Then, through theoretical analysis, it proposes that put brand strategy in practice is necessary and possible for Shanghai Spring and Autumn International Travel Service. It is necessary, because it helps to emphasis the differences among products, develop solid relation between travel agencies and customers, have high reward of economical and social benefits, improve international competitive ability of national travel agencies. It is possible, because there have been some influential travel agencies, which give other agencies atmosphere of building brand strategy. Meanwhile, travelers become have the consciousness of brand. Most cities have put travel industry into leading industries. Therefore, building travel brand has mature social circumstance. Thirdly, by using SWOT, this thesis analyzes the chance and challenges of Shanghai Spring and Autumn International Travel Service. This Travel Service has the advantages of strict quality management system, creative way of reservation, unique features of network., branch travel service companies and so on. It has the disadvantages of small scale of capital and operation. Comparing with other large corporations, its scale needs to enlarge. From the analysis of the outside atmosphere of Shanghai Spring and Autumn International Travel Service, it is found that they are favorable factors, such as related national policies, enlargement of travel market, appearance of new traveling needs. However, from the shift of travelers'needs and preference, Shanghai Spring and Autumn International Travel Service faces severe challenges. At last, according to the integral analysis of internal advantages and disadvantages and out side atmosphere, it sets four combination strategies, those are SO combination, ST combination, WO combination and WT combination.The last chapter puts forward the implementing way of brand strategy for Shanghai Spring and Autumn International Travel Service, which consists the following five aspects, stressing the brand management, improving brand loyalty; stressing self brand advantages; brand market; creation of brand and the combination of brand strategy implement and scale expansion.Although there are some limits on the study of brand strategy pattern and implemental ways, it will give some new ideas of management to Chinese managers of national travel agencies through analysis of brand strategy of Shanghai Spring and Autumn International Travel Service.