How should travel agencies facing severe challenges operate in the future?

Countermeasures for brand management of travel agencies

Brand management is an advanced stage of enterprise competition after pure product competition, price competition, technology competition and service competition. It is a comprehensive method that runs through the whole enterprise and forms the core of corporate culture. This is a systematic project. It not only deals with image, but also with identity, which reflects the personality of the brand and the strength of the enterprise. The outstanding problems in brand management of travel agencies in China are rooted in macro and micro levels. Taking the road of brand should be a correct and long-term development strategy, but the process of brand establishment, core filling, promotion, maintenance and promotion is a long and arduous process, which requires the government and enterprises to be down-to-earth, step by step, and can not tolerate short-sightedness, impetuousness and opportunism.

(A) establish the brand image of travel agencies

A good brand symbol is the first step to establish a good brand image. Do a good job in the design of brand symbols and increase

Strong brand recognition. The brand logo of travel agency mainly refers to the brand name and brand logo of travel agency or its products. A good brand name should leave a deep impression on people in a unique way, convey the product concept and spirit to be expressed, and be easily protected by law. An excellent travel agency brand can not be separated from a striking logo and a far-reaching name.

The establishment of brand image also requires travel agencies to have a reasonable and accurate positioning of the services they provide. Travel agencies should not only analyze the products and determine the target market, but also reflect the prominence of a certain aspect in brand positioning. For example, the target market is mainly aimed at the elderly, and the selected staff need to be more patient, careful and resourceful, and be able to cope with various emergencies. In this way, we can provide better service, get customer satisfaction more easily, and win a good reputation for the enterprise. (B) focus on product and service innovation

The competition among travel agencies is fierce, but the products currently offered are similar. In order to establish a distinctive travel agency brand that can attract customers' attention, it is necessary to have a clear market positioning. Design tourism products according to diversified market demand, segment the market according to the characteristics of diversified and personalized consumer demand, occupy the market by designing unique and colorful tourism routes, and enhance consumers' preferences. Accurately grasp the target market demand, maintain due sensitivity to consumption trends, and constantly develop a variety of tourist routes and activities that reflect brand positioning to enrich tourists' choices. In terms of tourism services, in addition to ensuring the quality of core services, we should pay more attention to the design and innovation of convenience services and auxiliary services, improve the added value of brands, form their own characteristics, and distinguish them from other competitors' products.

The threshold of travel agencies is low, and the products are imitative. Therefore, in order to maintain the unique image of the brand, it is essential to innovate constantly to highlight the personality and highlight the enterprise service brand. In the process of enterprise development, we should give full play to our own advantages and avoid blind competition. In addition, we should guide travel agency products to develop in a diversified and personalized direction, fully embody modern marketing concepts, and constantly enhance the market competitiveness of travel agencies, thus driving the growth of travel agency benefits.

(C) to cultivate employees' brand concept

The employees of travel agencies are the main body of providing services in the process of tourism activities, and the brand concept of employees plays a vital role in whether the brand of travel agencies can impress customers. Tourist receptionists should have excellent professional quality and good professional ethics, provide excellent customer value in the service process, play a decisive role in forming a good customer experience, and convey the brand concept and service characteristics on behalf of travel agencies.

Travel agencies should train their employees and cultivate their brand concept. On the one hand, they should train employees in brand awareness, make them realize the importance of brand building of travel agencies, and make employees accurately and profoundly understand the brand connotation and enhance brand identity. In addition, it is necessary to carry out work skills training so that employees can understand him.

What kind of customer experience should be provided and how to implement it in practical work. Secondly, travel agencies should also actively carry out internal marketing activities to improve the enthusiasm of employees and make them willing to contribute to protecting the brand image of travel agencies. In the process of employee training, we must pay attention to humanistic care for employees and restore their corporate loyalty.

(D) shaping the brand cultural connotation of tourism enterprises

Enterprises must have their own cultural connotations if they want to flourish and develop in the long run. Excellent corporate culture plays an irreplaceable role in managing enterprises. Only by forming an advanced corporate culture that meets the requirements of the times can we ensure whether an enterprise's vitality, creativity and vitality are strong or short-lived. Through its unique penetration and appeal, corporate culture can play a role of cohesion, encouragement, guidance, coordination and restraint on employees and departments of enterprises, thus promoting enterprises to establish a good social image and improving their operating and social benefits, core competitiveness and sustainable development capabilities.

Establishing excellent corporate culture and defining the core values of travel agencies can achieve an invisible cultural binding force, thus helping travel agencies to better manage and standardize the behavior of employees. Moreover, excellent corporate culture is easy to cultivate excellent employees, and the cohesion between employees is also very strong. The internal strength of culture strengthens the spiritual strength of enterprises, and plays a guiding role in standardizing the business activities of travel agencies, guiding the healthy and positive development of travel agencies and nurturing unique travel agency enterprises. Once the excellent corporate culture is injected into travel agencies, it will eventually take root in the highly competitive market and occupy an irreplaceable market position.