A Study Of Cross-Media Identity Design Of Travel Agency Brands

While growing increasingly mature,domestic tourism market is currently transforming into intensive and innovative form from extensive form.The market competition among domestic travel agencies is becoming increasingly fierce under the background of online and off integration.On one hand,the online travel agencies are gradually developing the supply chains in the upper reaches to strengthen the covering the resources.On the other hand,the traditional offline travel agencies actively develop online business through capital or strategic cooperation.However,most majority of offline travel agencies are confronted with such problems as inappropriate brand positioning,fuzzy brand identification and chaotic brand dissemination,the brand competitiveness of travel agency is greatly influenced.The traditional brand identification has already been unable to be adapted to the current cross-media diversification,interactive and open dissemination demands.Based on the problem about brand identification of travel agency,the emphasis is laid on brand cross-media identification design in in this paper to carry out in-depth study on brand cross-media identification design of travel agency.The study will be carried out from two aspects such a brand identification theory and cross-media communication theory to analyze the relationship between the both,provide theoretical basis for brand cross-media identification design and support theoretical analysis with concrete practice by utilizing QHL brand.Firstly,the brand identification status of travel agencies at home and abroad will be analyzed.Secondly,the problems existing in brand identification of travel agencies at home and abroad will be proposed.Thirdly,the basic theories of cross-media communication will be described.Lastly,the key points and principles of identification design in brand cross-media communication of travel agencies will be studied,based on which the planning will be formulated step by step from many aspects including brand status,brand positioning,brand cross-media identification system,brand visual identification design,brand cross-media communication scheme to ultimately complete a cross-media brand identification design scheme by taking affinity brand for example.