Brand-driven management is an asset for tourism enterprises to truly realize value, and brand strategy is a scientific management system. Mainly includes the following components:

1, for the correct positioning of the tourism market

This is the core value of the tourism image of a city or region. In order to build a city or region's tourism image and brand building of tourism center, it is necessary to integrate the factors of tourism image, comprehensively display tourism information in an image, show the face of tourism consumers, let the target audience have a clear impression of the city or tourist area, and stimulate their cognition and desire to participate.

2. The significance of brand building

Fifty years ago, nearly 80% of the value of tourism enterprises consisted of tangible assets, such as factories, equipment and inventory. Today, nearly 50% of the value of tourism enterprises is determined by intangible assets. These usually do not appear directly in the accounts and are relatively difficult to measure. However, among these assets, the most important is the brand of tourism enterprises.

It is one of the trends of many tourism enterprises to shape the quality and connotation of brands and improve customer loyalty. In order to break through the "bottleneck" of the existing business model of the catering market and change consumers' view that hotels are "luxurious but expensive and business is deserted", Xiamen hotels make bold innovations in catering management, make full use of the advantages of centralized procurement of Xiamen Airlines Hotel, Quanzhou Airlines Hotel and Wuyishan Zhuang catering chain, establish cooperative alliances with 23 large fishing boats in Xiamen, and rely on the flight advantages of Xiamen Airlines to expand their procurement and overseas horizons, reduce the cost of catering procurement as much as possible and establish high-end hotel consumption. On the premise of ensuring high-quality food, the hotel constantly introduces new dishes to meet people's consumption needs at different levels, and its business is booming day by day, and its catering turnover ranks among the top in Xiamen hotels. At this time, it is the "soft power" that people often say. The more fully we understand and attach importance to "soft power", the more tourism products and services in a city or region will be needed by people. Brand can be said to be a great achievement of "soft power" and an important expression of "soft power". Today, tourism is no longer a consumer robot. They are not simply taking out tourism products, but choosing a concept and attitude.

3. Based on quality system management, brand management is standardized, programmed and scientific.

At present, some ISO9000 tourism enterprises in China have introduced international standards, established quality management systems, and some have passed ISO9000 quality system certification, making brand management scientific and in line with international standards. Twenty-eight world heritage sites in China have implemented ISO 14000 international environmental management standards, and six have adopted this environmental management system. However, it should be emphasized that the introduction of international standards by ISO9000 only creates conditions for tourism enterprises to participate in international competition, and is by no means a magic weapon to form competitive advantages. The quality management system can be copied, but the brand concept cannot be copied, and only the concept of tourism enterprises can truly create competitive advantages.

4. Realize brand expansion through network operation.

Tourism enterprises are tourism services and intangible products, and the production process is a consumption process. Tourists can't buy products and get in touch with them immediately. Compared with brand industrial products, it is soft and needs consumers to feel in the process of enjoying services. Therefore, a travel agency or hotel can attract more tourists and give them brand influence. Moreover, the production and consumption of tourism products are carried out at the same time, which determines that the promotion of tourism brands can not be realized through the flow of products like any other brand industrial enterprises, but only through the flow of consumers-tourists. Therefore, for tourism enterprises, the effective expansion of brands must be realized through network operators.

Second, the brand and the future development of tourism

Brand and future tourism show the following characteristics:

First, it is the only way to participate in international competition.

Arthur Rockella Weil, representative of the Spanish Tourism Bureau in China, said: "The' China fever' in Europe is a fact on the Indian table. Many Spanish travel agencies say that China tour groups sell bread as fast as they sell it. However, some problems caused by the desire for quick success and instant benefit, such as the increase of theft cases, the travel agency agreeing to change the route at will, and attacking tourists to sit idly by, have begun to appear. Tourists in China complain about local travel agencies repeatedly, and some smaller travel agencies ignore the interests of domestic tourists in order to make quick money, which leads to contradictions and conflicts between tourists and tour guides. These disharmonious phenomena show that in the competitive era of economic globalization, it is necessary to create an international brand, which will help tourism enterprises to forge ahead in the correct navigation of the international market and move towards the other side of success.

Secondly, establish market position, create some tourism brands and reduce the influence of market competition.

Tourism enterprises that explore the international market should have only one global brand. On the surface, the answer is obvious and should be affirmative. How to build a global brand in China? Shanghai Ogilvy & Mather Company; Zhang said, senior planning officer of Masser Advertising: "Brand advertising is not the only means. Building a strong brand can bring consumers a moment's memory, and the value of this memory is immeasurable. More and more enterprises will focus on the quality of customers rather than the number of customers."

Over the years, Guangxi, Yunnan, Inner Mongolia, Fujian, Zhejiang, Huangshan, Wuyishan and other scenic tourist cities have launched a variety of tourism products to build their own tourism brands. In the northwest of Yunnan, China, there is a grand canyon comparable to the Grand Canyon in the eastern United States-the Grand Canyon River. Gongshan Dulong Nu Autonomous County gives full play to the advantages of domestic resources, organically integrates tourism and culture, and wants to build a world-class tourism brand of "Pearl of the Three Rivers" and "Grand Canyon of the Great River". In 2006, it was announced to build the "Seven Famous Brands" project with the theme of Princess Wencheng, the myth of Kunlun Mountain, the ancient tea-horse road and anecdotes in the Tibetan Plateau. Fujian has also made great efforts to build tourism brands such as Gulangyu music culture, Fuzhou political and cultural boat, Wuyishan World Heritage, Putian Meizhou Mazu belief, Quanzhou Maritime Silk Road, Zhangzhou Tianfu tea ceremony and Yongding Qitulou.

Third, the close combination of franchising and brand seeks the shocking effect of "famous brand".

China Franchise Association defines franchising as "the franchisor will engage in business activities under a unified business model and pay an appropriate license fee according to the terms of the contract for his own trademark, trade name, products, patents and proprietary technology, business model, etc." The characteristic of this franchise is that it combines unique commodities, trademarks, patents and business models with a set of complex intellectual property rights.

First, the development strategy of tourism brands

Brand-driven management is the true embodiment of the asset value of tourism enterprises, and brand strategy is a scientific management system. Mainly includes the following links:

1, the correct positioning of the tourism market.

This is the core value of the tourism image of a city or region. Constructing the tourism image of a city or region is the core issue of tourism brand building, which requires integrating the elements of tourism image, presenting tourism image information to tourism consumers in an all-round way, making the target audience have a clear impression on the tourism of the city or region, and stimulating their desire for perception and participation.

2. Shaping the connotation of the brand

Fifty years ago, nearly 80% of the value of tourism enterprises consisted of tangible assets, such as factories, equipment and inventory. Today, nearly 50% of the value of tourism enterprises is determined by intangible assets. These contents are usually not directly displayed in the accounts and are relatively difficult to measure. However, among these assets, the most important is the brand of tourism enterprises.

It is the development trend of many tourism enterprises to shape the quality and connotation of brands and improve customer loyalty. In order to break through the "bottleneck" of the original business model of the catering market and change consumers' perception of hotels as "luxurious, but expensive, and the business is deserted", Xiamen Hotel has made bold innovations in catering management, made full use of the advantages of centralized procurement with Xiamen Airlines Hotel, Quanzhou Airlines Hotel and Wuyishan Zhuang chain restaurants, established cooperative alliances with 23 large fishing boats in Xiamen, and expanded its procurement horizons to the whole country and even overseas based on the flight advantages of Xiamen Airlines. On the premise of ensuring the high quality of dishes, the hotel constantly introduces new dishes to meet the needs of people at different consumption levels, and its business is booming, with the catering turnover ranking first in Xiamen hotels. At this point, it is what people often call "soft power." The more fully we know about "soft power" and attach more importance to it, the more tourism products and services of a city or region can be needed by people. Brand can be said to be a collection of "soft power" and an important expression of "soft power". Today's travel consumers are not robots. They don't just buy tourism products, but choose an idea and attitude.

3, relying on quality system management, make brand management standardized, procedural and scientific.

At present, many tourism enterprises in China have introduced ISO9000 international standards, established quality management systems, and some have passed ISO9000 quality system certification, making brand management scientific and in line with international standards. However, it must be emphasized that the introduction of ISO9000 international standard only creates conditions for tourism enterprises to participate in international competition, and is by no means a magic weapon to form competitive advantages. The quality management system can be copied, but the brand concept cannot be copied. Only the concept that cannot be copied can truly create a competitive advantage for tourism enterprises.

4. Brand expansion through network operation.

The products provided by tourism enterprises are tourism services and intangible goods, and the production process of products is also a consumption process, so tourists can't get in touch with the purchased products immediately. Compared with the brand of industrial products, it is soft and needs to be felt by consumers in the process of enjoying services. Therefore, whether a travel agency or hotel can attract more tourists depends on the influence of its brand on tourists. Moreover, the simultaneity of production and consumption of tourism products determines that the promotion of tourism brands can not be achieved through the flow of products like other industrial enterprise brands, but only through the flow of consumers-tourists. Therefore, for tourism enterprises, effective brand expansion can only be achieved through network operation.

Second, the brand and the future development of tourism

The future of brand and tourism will present the following characteristics:

First of all, this is the only way to participate in international competition.

Arturo Clarville, representative of the Spanish Tourism Bureau in China, said: "The' China fever' in Europe is an indisputable fact. Many Spanish travel agencies have said that tour groups to China sell as fast as bread. " However, some problems brought about by the desire for quick success and instant benefit, such as the increase of theft cases, the travel agency changing the agreed route at will, and standing by when tourists are attacked, have also begun to appear. Tourists in China frequently complain about local travel agencies, and some smaller travel agencies ignore tourists' interests in order to earn extra money, which leads to conflicts between tourists and tour guides. These disharmonious phenomena illustrate the necessity of establishing an international brand in the era of economic globalization and fierce competition, which will help tourism enterprises navigate correctly in the surging international market and sail to the other side of success.

Second, establish market positioning, build a number of tourism brands and reduce the impact of market competition.

On the surface, the answer is obvious and should be yes. How does China build a global brand? Jason, senior advertising planner of Ogilvy & Mather, said: "Advertising is not the only means to build a brand. Whether a strong brand can bring instant memories to consumers is invaluable. More and more enterprises will pay attention to the quality of customers rather than the number of customers. "

In recent years, scenic tourist cities such as Guangxi, Yunnan, Inner Mongolia, Fujian, Zhejiang, Huangshan and Wuyishan have also launched various tourism products to build their own tourism brands. In the northwest of Yunnan, China, there is an oriental grand canyon comparable to the Colorado Grand Canyon in the United States-Nujiang Grand Canyon. Gongshan Dulong Nu Autonomous County gives full play to domestic superior resources, organically combines tourism with national culture, and wants to build a world-class tourism brand of "Pearl of the Three Rivers" and "Nujiang Grand Canyon". In 2006, the Qinghai-Tibet Plateau announced the creation of the "Seven Famous Brands" project with the theme of Princess Wencheng's Tibetan legend, the myth of Kunlun Mountain, the ancient tea-horse road and the anecdote of the ancient Tang-Fan road. Fujian has also made great efforts to build seven tourist brands: Gulangyu music culture, Fuzhou ship administration culture, Wuyishan World Heritage, Meizhou Mazu belief, Putian, Quanzhou Maritime Silk Road, Zhangzhou Tianfu Tea and Yongding Tulou.

Third, the close combination of brand and joining seeks the shocking effect of "famous brand".

The franchise association of our country defines franchising as "the franchisor engages in business activities with his own trademark, trade name, products, patents and proprietary technology and business model in accordance with the provisions of the contract under the unified business model of the franchisor, and pays corresponding fees to the franchisor." This franchise is characterized by combining a unique commodity, trademark, patent right and a set of business models into an intellectual property complex.