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日期：2022年 6月 6日
日期： 2022年 6月 6日

摘要
摘要
随着国民经济的进步与发展，国民GDP总额不断提升，居民可支配收入增多，
旅游已经成为人们日常放松游玩的常态化选择，在市场需求带动下旅游业经济屡
攀高峰，已经成为国民经济的重要支柱产业。在信息技术与大数据背景的加持下，
人们的旅游模式也发生了巨大的改变，互联网交通、共享出行等模式悄然兴起，
转变着传统旅游市场交通行业的格局。传统旅游业运输企业面临着市场不断扩大、
但生存空间不断被挤压的现实问题，这就要求传统旅游业运输企业积极打造具有
品牌集群效应的专业旅游交通企业，维护自己的市场份额并持续扩大市场占有率。
云南省是中国面向南亚东南亚的辐射中心，入选国家自由贸易试验区，全国热门
旅游目的地和文旅大省，同时旅游业也多次被明确为全省支柱性产业。
YL公司拥有云南省数量最多、运输规模最大的旅游专用车，隶属于华侨城
集团云南世博集团旗下，多年来为云南省旅游交通的发展做出了突出贡献，同时
肩负宣传云南旅游形象的重要作用，是当地政府部门、旅游部门重点扶持的旅游
运输标杆企业。但近年来YL公司的营业额增速放缓，受新型旅游出行方式的冲
击企业的经营方式也亟待转型，早期积累的知名度与发展现状严重不符，这其中
折射出来的便是YL公司品牌战略方面存在的问题。本文针对YL公司品牌战略进
行研究，尝试以归纳国内外品牌战略的背景和相关理论为基础，针对YL公司品
牌建设情况进行分析，运用问卷调查法了解YL公司的消费群体，运用PEST分析
法从外部环境、微观环境厘清YL公司发展的整体战略目标，并运用SWOT分析法
来建立YL公司品牌战略的选择模型。研究认为YL公司应该积极地优化经营模式，
构建并实施品牌战略，并设定相应的品牌战略维护管理体系与保障体系来确保品
牌战略的实施，提出YL公司应以打造区域行业龙头产业为发展目标，以提升企
业经济效益为发展愿景，丰富企业品牌内涵、进行差异化的品牌形象塑造，加强
品牌的传播与维护，并完善品牌的延伸，从而提升品牌的传播效应与价值。同时
也应改进服务意识，创新规章制度、营造品牌文化、完善绩效考核，为实施品牌
战略提供保障。
关键字：旅游交通；旅游交通企业；YL公司；品牌战略
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摘要
Abstract
With the progress and development of the national economy, the gross national
GDP has been continuously increased and residents' disposable income has increased.
Tourism has become a normal choice for people to relax and play in their daily life.
Drived by market demand, tourism economy has been climbing to new heights and
has become an important pillar industry of the national economy. With the help of
information technology and big data, people's tourism mode has also undergone great
changes. Internet transportation and sharing travel modes have emerged quietly,
transforming the pattern of the transportation industry in the traditional tourism
market. Under this transformation, the traditional tourism transportation enterprises is
facing the market expanding, but the reality of living space by continual squeezing
problem, which requires the traditional tourism transport enterprises actively take
market advantage of the pre-integration down, adapt to changes in travel patterns and
adjust the business model, build a brand cluster effect of specialized tourism
transportation enterprise, Maintain your market share and continue to increase
it.Yunnan Province is China's radiation center facing South and Southeast Asia. It has
been selected into the National Pilot Free Trade Zone, a national popular tourist
destination and a major cultural and tourism province. Meanwhile, tourism has been
identified as the pillar industry of the province for many times.
YL company has the largest number of Yunnan province, the transportation of
the largest tourist car, belonging to Oct group, Yunnan Expo group, listed the years
made outstanding contribution to the development of tourist traffic in Yunnan
province, and promote the important role of Yunnan tourism image, the local
government departments, tourism key supported by the department of transportation
enterprises benchmarking. However, YL's turnover growth has slowed down in recent
years, and the business mode of the company is in urgent need of transformation due
to the impact of the new travel mode. The popularity accumulated in the early stage is
seriously inconsistent with the development status, which reflects the problems
existing in the brand strategy of YL.This paper studies the brand strategy of YL
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