A Study on Travel Agency Brand Management - Based on the Questionnaire of Beijing Customers

机译：旅行社品牌经营研究-基于北京顾客的问卷调查。

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With the fierce market competition, brand management has become an important job for the travel agency's survival and development. In this paper, four components of brand management were proposed based on the "brand equity drivers" of David A. Aaker. The questionnaire survey of 102 Beijing consumers showed that travel agency should be from brand awareness, perceived brand quality, brand association??Abrand satisfaction and loyalty to strengthen brand management. Meanwhile, the paper gave some advices according to the travel agency's shortcoming about four components of brand management.

机译：随着激烈的市场竞争，品牌管理已成为旅行社生存和发展的重要工作。本文基于David A. Aaker的“品牌资产驱动力”，提出了品牌管理的四个组成部分。对102名北京消费者的问卷调查表明，旅行社应从品牌意识，感知品牌质量，品牌联想——Abrand满意度和忠诚度等方面来加强品牌管理。同时，针对旅行社关于品牌管理四个组成部分的不足，提出了一些建议。

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《2011 International Conference on Management and Service Science》|2011年|p.1-4|共4页
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Sun Mengyang; Gui Jie;
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中图分类管理学;
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A Study on Travel Agency Brand Management - Based on the Questionnaire of Beijing Customers

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