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Web of Proceedings - Francis Academic Press

Research on the Brand Strategy of Tourism Enterprises

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DOI: 10.25236/erems.2018.022


Junjia Li, Bin Shi

Corresponding Author

Junjia Li


As a competitive strategy of modern enterprises in a new form, the brand has become a magic weapon for its survival. The essence of the brand is the sum of the products, services and their names and the various relationships that the consumers have. It is an intangible asset that the company has sublimated in the process of satisfying the market demand. It is also the most potential core competitive position of modern enterprises. In the face of China's commitment to the WTO and the status quo of China's domestic tourism enterprise brand management, how to take the brand road has become the top priority of tourism business management.


Brand Strategy, Tourism Enterprises