——以途牛旅游网为例
品牌，在《牛津大辞典》里被解释为“用来证明所有权，作为质量的标志或其他用途”，即用以区别和证明品质。在市场演化进程中，品牌早已跳出了品质证明和区别的简单含义。在现代品牌中蕴含着企业的文化、个性特征、企业性格、群体划分、企业实力等等，成为企业独占鳌头的杀手锏。追本溯源，品牌最原始的雏形即是人们在自家家畜上烙上烙印，作为私有财产与他人财产区分的简单标记；之后用简单图形标记在产品上，用作自有产品声誉维护的法律标志；随着市场的繁盛与发展，品牌日益成熟；进而发展到全球企业对品牌的追逐、研究与推崇。我国的品牌建设起步晚，发展快，但是由于自身积累不足，制定决策不合理，导致我国的品牌建设始终处于一个低端水平。本文从途牛旅游网的品牌建设现状出发，深入分析旅游企业品牌建设过程中存在的各种问题，并就此提出相应的对策和建议，以期对我国品牌建设有所助推。
关键词：品牌；旅游企业；战略
Brand， in the” Oxford big dictionary” is interpreted as” used to prove ownership， as a symbol of quality or other purposes”， which is used to distinguish and verify quality. In the process of marketization， the brand already jumped out of the certificate of quality and distinction between the simple meaning of. In the modern brand contains the culture of the enterprise， enterprise personality， personality characteristics， division of groups， the strength of enterprises and so on， becomes the enterprise exclusive killer mace. Trace to its source， the most primitive form of brand is the people in their livestock on brand， as private property and the property of others distinguish between simple mark； followed by a simple graphic symbols in product， as its own product reputation protection legal mark； as the market’s prosperity and development， brand is increasingly mature； and further developed into a global enterprise the chase brand， research and respected. China’s brand construction starts late， development is rapid， but because oneself accumulates inadequacy， decision making is not reasonable， leading to China’s construction of the brand has always been in a low level. This article from the passer-by cattle network’s brand construction situation， in-depth analysis of the tourism enterprise brand construction in the process of the various problems， and put forward the corresponding countermeasure and the suggestion， with a view to China’s brand construction to boost.
Key words: brand strategy； tourism enterprises；
目 录
