Study on Brand Strategy of Tourism Businesses

被引：0

作者：

Diao Zhibo ^{[1
]}

机构：

[1] Harbin Univ Commerce, Tourism & Cuisine Sch, Harbin, Peoples R China

来源：

2012 2ND INTERNATIONAL CONFERENCE ON APPLIED SOCIAL SCIENCE (ICASS 2012), VOL 3 | 2012年

关键词：

Tourism Business; Brand; Strategy; Expansion;

D O I：

暂无

中图分类号：

C [社会科学总论];

学科分类号：

03 ; 0303 ;

摘要：

The paper aims at analyzing the essence and types of brand strategy for tourism businesses in China. By means of careful analysis, the advantages and disadvantages of each brand strategy have been shown. The facts and findings lead to the following conclusions: brand strategy includes product line expansion, multi-brand strategy and the brand portfolio; product line expansion is suitable for small and medium-sized businesses; multi-brand strategy and the brand portfolio are more risky and suitable for large businesses. The study is helpful to improving the performance of tourism businesses.

引用

页码：97 / 101

页数：5