The Research On Brand-building Strategies For A Guide Training Institution

The rapid development of the tourism industry in Henan Province makes tour guides hot and bring new opportunities for development of the guide-training industry. Although it has a large number of guide-training institutions in Henan province,they do not focus on the professional development of tour guides or focus on the tourism industry's development needs. The tourism industry is in an urgent need of high-class tour guides and some travel agencies even find it difficult to fund RMB200,000 to recruit to advanced guides. In this paper, after a deep analysis of guide-training industry characteristics,we put up with some strategies to build brand. In this paper,we will focus on the importance of brand strategy,the problems in building brand guide-training institutions as well as the strategies for building brand.The first part of this paper introduces the concept and classification of guide-training institutions and the concept of brand and brand strategies based on the marketing meaning,as well as the meaning of the specific content.The brand building contains brand localization,corn competitiveness and brand dissemination.The second part analyzes the questions for the guide-training institutions in building a brand construction in Henan Province and describes the need for constructing a brand guide-training institution.The third part of this paper, we put forward to building brand strategies.The guide-training institutions must establish a strong brand awareness,build the brand's core competitiveness . focusing on the publicity in Henan Province is the way to build brand for the guide-training institutions.I studied the actual situation of the guide-training institutions in Henan Province,hoping to start my research from building brand guide-training institutions,studying the influential factors of tour guide-training development and so propose the brand building strategies as a reference for the various training institutions in the actual training and management process . According to the study characteristics of this paper,we choose a comparative analysis method,interviews,case analysis,a literature survey of information methed,law and social sciences research methods as its methods. The innovation of this paper lies on the in-depth analysis of the actural operation status in building brand strategies and a seriously discuss on the building strategies for the guide-training institutions .