摘要
在中国入世和国民经济迅猛发展的背景下，A 国际旅行社在发展中机遇与挑
战并存。20 世纪 90 年代末, 我国旅行社开始了品牌建设管理实践。旅行社的竞
争最终归结为品牌竞争，建设旅行社品牌形象成为保持核心竞争力的重要手段

多年来, A 国际旅行社管理层一直强调要把“A 国际旅行社建设成受广大消费者
喜爱的旅游品牌”

本文主要研究 A 国际旅行社的品牌建设问题。具体包括三方面内容：一是采
用多元统计分析方法，统计分析游客对品牌价值的认识情况，以发现旅行社品牌
建设对 A 国际旅行社的重要性；二是采用定性分析方法，研究 A 国际旅行社品牌
建设的现状，分析 A 国际旅行社品牌建设中的主要问题和挑战；三是采用定性研
究与定量统计分析相结合的方法，研究加强 A 国际旅行社品牌建设的具体措施

本文的主要研究结论是：第一，品牌建设对提高 A 国际旅行社的核心竞争力
非常重要。第二，品牌建设中存在的主要问题和挑战：品牌经营意识淡薄，缺乏
科学管理理念；重价格，轻质量；无品牌标识，无核心价值；缺乏价格差异化产
品；线上旅游公司的严重冲击等。第三，品牌建设可以通过科学战略管理和建设
品牌文化、人才培养等措施实现

本文的研究可以为 A 国际旅行社品牌建设提供理论和实践指导，也可以为其
他旅行社的品牌建设提供参考

关键词：旅行社；品牌；品牌价值华北电力大学硕士学位论文
II
Abstract
Along with China’s accession to the WTO and the rapid development of the national
economy, for International Travel Agency A, development opportunities and challenges
coexist. In the late 1990’s, some international travel agencies in China began the practices of
brand construction management. Ultimately, the competition between travel agencies has
become brand competition, and the construction of travel service brand image has become an
important means to maintain core competitiveness. For many years, the management of
International Travel Agency Ahas proposed “To construct International Travel AgencyAto be
the favorite tourist brand of consumers ”.
This paper mainly examines the issue of the brand construction of International Travel
Agency A. It consists of three aspects: firstly, using the method of multivariate statistical
analysis, it looks into the tourists’ understanding of the brand value, to find the importance of
brand construction of International Travel Agency A. Secondly, using the method of
qualitative analysis, it studies the current situation of brand construction of international
agency A, and analyzes the main problems and challenges of brand construction of
International Travel Agency A. Thirdly, using the method of qualitative research and
quantitative statistical analysis, it recommends the measures of strengthening the brand
construction of International Travel Agency A .
The main research findings of this paper are: firstly, it is crucial to improve the core
competitiveness of International Travel Agency A through brand construction. Secondly, there
are problems and challenges in brand construction .These include the lack of thoughts of
brand management and theories of scientific management; paying much attention to price and
neglecting quality; there is neither brand logo nor core value; lack of different products and
the impact of travel service on line among others. Thirdly, brand construction of International
Travel Agency A can come true through the measures of scientific strategy management, the
construction of brand culture and talent training etc.
The findings of this paper can not only shed light on the brand construction of
International Travel Agency A , but also provide reference to the brand construction of other
travel agencies.
Keywords: travel agency, brand, brand value华北电力大学硕士学位论文
III
目 录
摘要.I
Abstract.. II
第 1 章 绪 论....1
1.1 研究背景及意义 . 1
1.2 国内外文献综述 . 1
1.3 研究内容及拟解决的关键问题 . 5
1.4 论文结构及研究思路 ..... 5
1.5 研究方法及创新之处 ..... 6
1.5.1 研究方法 ....... 6
1.5.2 创新之处 ....... 7
第 2 章 理论基础..........8
2.1 品牌价值评估模型 ......... 8
2.1.1 品牌价值的一般评估模型 ... 8
2.1.2 旅行社品牌价值评估模型 ... 9
2.2 数学分析方法 .... 11
2.3 本章小结12
第 3 章 游客对 A 国际旅行社品牌价值认知情况的统计分析........13
3.1 问卷设计 ........... 14
3.1.1 问卷问题及相应假设 ......... 14
3.1.2 正式问卷内容 ......... 15
3.2 问卷调查过程与样本选择 ....... 15
3.2.1 问卷调查过程 ......... 15
3.2.2 样本的基本属性统计 ......... 17
3.2.3 样本的出游特征统计 ......... 18
3.3 基于多元统计分析方法的样本数据分析 ....... 19
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