Research On The Moulding Of Travel Agency's Brand Based On IMC Theory

The tourism is a large-scale and fast-expanding industry. In China it has a huge potential. As the present growing rate, it is estimated that the demand of tourists will be in second place preceded only by the USA and the industrial scale will be over 265 billion. As a new and fast-expanding industry, its main developing body, the travel agencies are facing lots of problems such as shrinking earnings, unsuitable brand positioning, vague brand image and so on, which are caused by the fierce competition. In order to survive and develop in such a complicated market, travel agencies should abandon the viewpoint which analyzes the market based on the company rather than consumers. They should adopt IMC to mould the brand based on the analysis of consumers.This dissertation adopts IMC to the whole process of the brand moulding by focusing on customers and integrating sources. The study started with the analysis of the study-status on moulding of travel agencies' brand, then analyzes current situation of the brand of on moulding of travel agencies' brand and builds a specific model for the travel agencies' brand moudling. The author divided the process into three parts to mould the travel agencies' brand in order to enrich the studies on travel agencies' brand: positioning, building and communicating, all of which used IMC theory.