Study on Brand Management for China's 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 Management; Value; Conglomeration;

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, driving forces and obstacles of brand management for tourism businesses in China. By means of careful analysis, the ways to get the return on brand investment have been shown. The facts and findings lead to the following conclusions: brands are helpful to building core competence; brands are the important part of conglomeration; brand management is now against obstacles of low brand awareness, funds shortage, transnational operation and imperfect markets. The study is helpful to official and commercial decision-making.

引用

页码：92 / 96

页数：5