China Travel Agency Brand Building Research

The 21th century is the century of brand economy, the competition of product has become the competition of the brand. With the development of tourism industry, travel services have also refined themselves during this period. The customers and consumers have changed their attentions from product's price to product's brand. Nowadays, though the building of the brand has become the focus of the tourism industry, there still have many shortcomings in the tourism services in our country, such as inaccurate brand positioning, lack of creative brand planning and lack of brand building planning. So it is very important and has much market value for travel services to cultivating and building their own brands.Firstly, in this paper, the author summarized the definition and their relations of brand, service brand, service quality, contentment of customers and loyalty of customers. Then the author think that compared with material product, the service brand take emphasize much more on affection of product process to service. The authors also, think service process is the center of the service brand, and service brand is the basis of brand building of the travel services, and the brand building of the travel service has a very important affection to the long-term steady development of the travel services.Secondly, based on our country travel services' actuality, we proposed the strategy on how to build their own brand, and summarized the process of how to carry into execution. Ten steps needed to building brand were suggested and the essential principles and cautions were studied in the paper.Finally, the author summarized the content of the paper, and suggested the direction of the later studies.