Brand Strategy Analysis Of Qingdao Tourism Group

With the reform and opening, Tourism industry rises as a sunrise industry in China. In the past 30 years, both travel forms and conditions have been changing. Along with the advent of the era of the Internet, "travel & Internet", "travel & sports", "travel & financial" and other kinds of tourism emerging, which promotes management concept and management ways of Tourism companies changing, phases out "small scattered" tourism enterprises, optimizes the industrial structure, improves the market environment, making a comprehensive enterprise with certain scale and influence, to guide the benign development of the market.In December 2015, Qingdao was honored as the first batch of innovation city of national tourism industry, combined with strategy of Qingdao 13th Five Year Plan, tourism industry is further defined as the city’s economic strategic pillar industry. Qingdao Tourism Group was established in 2013 as a present, Qingdao City, the largest integrated tourism company, undertakes to lead the development of the tourism industry in Qingdao City to promote the industry system reform to promote the city tourism image of the task. Qingdao municipal government to actively support the development of Tourism Corporation, to encourage companies to become bigger and stronger, but in view of the company is not long, there is not enough corporate reputation, brand building lag, weak profitability and other issues.In this paper, for the Qingdao Tourism Group Brand Strategy, first at home and abroad for the theory of brand strategy and brand strategy of background research to summarize, on the basis of the analysis process for the Qingdao Tourism Group brand building and awareness from the enterprise, aspects of business model, marketing system and employee services Qingdao Tourism Group for the current problems in brand building elaborate; then use PEST, SWOT and other methods of internal and external environment analysis, through a clear brand positioning strategy,brand positioning, strategic choice; Finally, the development of Qingdao Tourism Group for the implementation of brand strategy to promote concrete measures such as security system and brand strategy for the optimization of business model and other aspects of construction, as well as maintenance and management of brand strategy, Qingdao Tourism Group brand strategy Perfection provides some reference and reference.