PAGE\*MERGEFORMATIII旅游企业品牌战略探讨——以途牛旅游网为例摘要品牌，在《牛津大辞典》里被解释为“用来证明所有权，作为质量的标志或其他用途”，即用以区别和证明品质。在市场演化进程中，品牌早已跳出了品质证明和区别的简单含义。在现代品牌中蕴含着企业的文化、个性特征、企业性格、群体划分、企业实力等等，成为企业独占鳌头的杀手锏。追本溯源，品牌最原始的雏形即是人们在自家家畜上烙上烙印，作为私有财产与他人财产区分的简单标记；之后用简单图形标记在产品上，用作自有产品声誉维护的法律标志；随着市场的繁盛与发展，品牌日益成熟；进而发展到全球企业对品牌的追逐、研究与推崇。我国的品牌建设起步晚，发展快，但是由于自身积累不足，制定决策不合理，导致我国的品牌建设始终处于一个低端水平。本文从途牛旅游网的品牌建设现状出发，深入分析旅游企业品牌建设过程中存在的各种问题，并就此提出相应的对策和建议，以期对我国品牌建设有所助推。关键词：品牌；旅游企业；战略AbstractBrand，inthe"Oxfordbigdictionary"isinterpretedas"usedtoproveownership，asasymbolofqualityorotherpurposes"，whichisusedtodistinguishandverifyquality.Intheprocessofmarketization，thebrandalreadyjumpedoutofthecertificateofqualityanddistinctionbetweenthesimplemeaningof.Inthemodernbrandcontainsthecultureoftheenterprise，enterprisepersonality，personalitycharacteristics，divisionofgroups，thestrengthofenterprisesandsoon，becomestheenterpriseexclusivekillermace.Tracetoitssource，themostprimitiveformofbrandisthepeopleintheirlivestockonbrand，asprivatepropertyandthepropertyofothersdistinguishbetweensimplemark；followedbyasimplegraphicsymbolsinproduct，asitsownproductreputationprotectionlegalmark；asthemarket'sprosperityanddevelopment，brandisincreasinglymature；andfurtherdevelopedintoaglobalenterprisethechasebrand，researchandrespected.China'sbrandconstructionstartslate，developmentisrapid，butbecauseoneselfaccumulatesinadequacy，decisionmakingisnotreasonable，leadingtoChina'sconstructionofthebrandhasalwaysbeeninalowlevel.Thisarticlefromthepasser-bycattlenetwork'sbrandconstructionsituation，in-depthanalysisofthetourismenterprisebrandconstructionintheprocessofthevariousproblems，andputforwardthecorrespondingcountermeasureandthesuggestion，withaviewtoChina'sbrandconstructiontoboost.Keywords:brandstrategy；tourismenterprises；目录TOC\o"1-3"\h\z\uHYPERLINK\l"_Toc326578894"摘要PAGEREF_Toc326578894\hIHYPERLINK\l"_Toc326578895"AbstractPAGEREF_Toc326578895\hIIHYPERLINK\l"_Toc326578896"一、品牌概述PAGEREF_Toc326578896\h1HYPERLINK\l"_Toc326578897"