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论文编号：	1437
作者编号：	031834
上传时间：	2010/5/12 10:25:31
中文题目：	基于顾客感知价值的旅行社品牌经营研究
英文题目：	Travel services Travel services brand Customer value
指导老师：	徐虹
中文关键字：	旅行社旅行社品牌 顾客价值 品牌经营
英文关键字：	Travel services Travel services brand Customer value
中文摘要：	旅行社业的迅猛发展必将带来整个行业更加激烈的竞争。在如此激烈的竞争形势下，寻求进一步的发展与壮大是众多旅行社经营者所共同面对的问题。近几年，加强旅行社品牌化建设已经成为旅行社行业共同关注的一个焦点。这说明整个旅行社行业对通过品牌化战略来提升企业竞争力的观点已经初步达成共识。但是，有关品牌经营的理论大多数是以制造业为基础而发展起来的。虽然这些理论对旅行社的品牌化建设具有一定的指导意义，但毕竟旅行社作为服务行业里的典型代表具有其自身的特点，因此只有在准确把握这些特点的基础上来研究旅行社的品牌化建设才能赢得持久的竞争优势。 本文是在前人有关品牌理论研究的基础上，从旅游者和旅行社之间的互动过程入手，结合旅行社经营的特点和旅行社产品的特殊性，以营造优异的游客价值为基础，运用文献分析法、归纳法与演绎法来对旅行社品牌经营的过程进行分析。本研究探讨了旅行社顾客价值的构成及其生成的过程，并从核心价值设计、顾客关系管理、形象价值设计以及附加价值的设计四个方面来探讨了旅行社品牌经营的途径，最后结合我国现阶段旅行社品牌经营中出现的一些问题，提出了一些理论见解和对策建议。 本文共分四章：第一章提出了本文的研究意义，并就本研究的基本思路和框架、研究方法与创新点进行了说明。此外，还对文中出现的有关基本概念进行了界定，这是本文开展研究的先决条件。第二章对生产型企业的品牌经营理论、服务行业的品牌经营理论、旅行社行业的有关品牌经营的观点进行了论述，并根据旅行社产品的特性论证了从顾客价值的角度来进行品牌经营的必要性。第三章以有关顾客价值理论为指导，根据游客与旅行社间的实际互动过程来推导出旅行社顾客价值的构成，最后归纳出了旅行社顾客价值生成模型。最后一章着重论述了目前我国旅行社行业品牌建设的现状以及面临的一些问题，并结合前文分析结果提出了从改善顾客价值角度来经营品牌的策略。
英文摘要：	With the rapid development of China’s travel service industry, competition will be intensified inevitably. Facing the fierce competition, how to develop further and grow up has become a common problem confronted by the operators of the travel service industry .In recent years, the brand management of China’s travel service industry has become the focuse of argument, which shows that the practical fields have reached agreement that the strategy of brand can gain the competence of travel service industry. Up to now, the brand theories existing are mainly based on the research of manufacturing industry.Although those theories could guide the study on the brand construction of the travel services, the industry, as a typical service industry, has its own features. Therefore, only the brand management based on the travel service industry can gain sustainable competitive advantage for travel services. The paper is based on the existing research achievements of brand management in the fields of manufacturing industry and service industry.It has the interaction between the tourist and the travel services as its research object, according to the features of travel service operation and its product, taking the creation of excellent customer value as the foundation and aiming at the brand management of the travel service. The paper uses such methods as meta-analysis, induction and deduction . In addition, the paper discusses the formation and the process of creation of customer value and the cultivation of travel services’brand from four dimensions, i.e., the core value design, the customer relationship management and image value design, and additional value design. Finally, after analyzing the present situation of travel services’brand management, the paper put forth some theoretical opinions and countermeasures. The paper is composed of four chapters: Chapter I brings forward the researching significance of the paper, and exposits it’s researching structure, researching method as well as points of innovation. Aside from those, it’s fore-conditioned that the paper defines related concepts clearly so as II Abstract to the paper could use them during the whole research. Chapter II discusses related brand operation theories in manufacturing industry, service industry and travel service industry, and analyzes why the brand operation of travel services should based on the customer value, according to features of travel services. In Chapter III , the paper induces the content of tourists’ value, with the guidance of customer value theory related, taking the interactions between the tourists and the travel services as the foundation. At last it creatively puts forward the model of tourists customer value. The last chapter explains the contemporary situation of brand operation in China’s travel services. At last it puts forward some measures of brand operation from the aspect of formalizing consumers’ value based on its own features.
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