The Problem Of Brand Management In A International Travel Project And Improvement Strategy

International study tour projects have filled the gap between overseas tourism market and study abroad market.In recent years,it has attracted more and more attention.Many parents and students are interested in international study tour projects.Under such a background,the competition of international study tour projects is becoming more and more intense,and the homogenization of products is serious.The competition of international study tour projects is gradually manifested as brand competition.Brand management is an important part of enterprise management,and it is the most effective method for enterprise to carry out marketing.Company A is the first international study tour brand to enter the Chinese market,but its actual effect is not satisfactory.Its international study tour project brand is not known to Chinese people.It is necessary to analyze the brand management of its international study tour project.This article is based on the brand cognitive theory and the five star model,summarizes the existing problems of brand management in international study tour project of Company A,including the quality problem of products and services,unreasonable brand promotion,the lack of specialized management departments and teams and the lack of systematic brand spiritual connotation;in view of the above problems,this article puts forward improvement strategy of brand management in international study tour project of Company A,including improving the quality of the products and service,optimizing the brand promotion mode,establishing professional brand management departments and teams,strengthening the design of brand spirit connotation,in order to enhance the brand perceived quality and visibility in international study tour project of Company A,improve the result of brand management,so as to enhance the market competitiveness as well as promote the sustainable development of international study tour project of Company A.