国外旅行社旅游发展战略.docVIP

[5] Dave Weaver．Development strategy of tourism travel abroad [J]．Annals of Tourism Research,2012,1710-1714. 一﹑品牌战略 One, brand strategy品牌战略就是高屋建瓴地将品牌建设提升到企业经营战略的高度，是以建立强势品牌、创建品牌价值为目标的企业经营战略。国外旅行社非常重视品牌建设，它们在制定企业发展规划和预算时，一般会把开业之初的一两年内企业经营利润预算为亏损，很重要的一个原因就是将大量的资金用于品牌建设与宣传促销方面。 Brand strategy is to sweep down irresistibly from a commanding height to promote the brand construction to the business strategy, is the enterprise management strategy to establish a strong brand, create brand value as the goal. The foreign travel agencies attached great importance to brand building, they are making a business development plan and budget, tend to be opened at the beginning of the one or two years, the profit of enterprise budget deficit, a very important reason is that a large number of funds for brand building and promotion. 二﹑大型旅行社跨国化、深入化经营战略 Two, large travel agency transnational, in-depth strategy （一）跨国化经营战略 从世界国际旅游业界的情况来看，跨国经营已是一个相当普遍的现象，通过跨国经营，可以扩大企业规模，直接进入客源国市场，加强目的地旅行社与旅游者之间的沟通和了解，吸引更多的旅游者选择本企业的旅行服务。 From the world of international tourism industry situation, transnational management is a very common phenomenon, the transnational management, can enlarge the scale of enterprise, directly into the source country market, strengthen the destination travel agency and tourist communication and understanding, the choice of business travel services to attract more tourists. TUI集团在全世界范围内开拓市场，跨国经营成为其增长战略的关键部分，2005年4月，TUI AG通过收购印度代理商Le Passage公司50%的股份进入印度市场。合资公司已经建立了一个旅游批发商，它同时也将负责印度市场内的欧洲度假游客。2004年夏季，TUI通过与俄罗斯旅游批发商Mostravel组合资公司进入了俄罗斯市场。TUI最初持有俄罗斯TUI Mostravel中34%的股份，但是从2006年开始将会达到51%。途易中国旅行有限公司的成立为集团提供了新的平台来挖掘中国市场，同时也使中国成为其休闲和商务旅游者的目的地。 TUI group to open up the market in the world, transnational management has become a key part of their growth strategy, in 2005 April, TUI AG through the acquisition of India dealer Le Passage 50% stake in the company to enter the market in India. The joint venture company has set up a tourism wholesalers, it also will be responsible for the India