摘要：随着旅游市场的一步步开放，国内旅游市场与国际旅游市场接轨将是一个迟早将实现的必然趋势，品牌的打造也更加迫切。

　　　本文以现代品牌战略理论及相关理论为指导，对广之旅进行市场环境SWOT分析，深入地剖析了现阶段广州广之旅国际旅行社股份有限公司面临的挑战及机遇，结合广之旅国际旅行社自身的优势和劣势，提出了品牌战略的实施对策。

关键词：旅行社，品牌战略，品牌识别，广之旅

Abstract：One opens step by step along with the tourist market, the domestic tourist market and the international tourist market trail connection will be the inevitable trend which sooner or later will realize, brand making is also more urgent.

　　　Based upon the guidance of contemporary brand strategy theories and its interrelated ones, this thesis starts with analyzing the market environment of the GZL international travel agency, probes deeply into opportunities and challenges that GZL International Travel Agency has confronted. And through combining the advantages and disadvantages of GZL of China International Travel Agency, we propose the brand strategy implementation counter.

Key words：Travel Agency；Brand Strategy；Brand Recognition；GZL

　　旅游行业是一个有很大潜力的产业，是一个蓬勃发展的优势行业，而且国家对旅游产业政策的鼓励、松绑和倾斜，为旅行社提供了巨大的发展机遇。旅游业在致力于建设强势文化品牌之路上，应不断重视品牌化经营的投入和建设。同时通过深化改革、培养人才、不断创新、提升服务水平、打造文化精品等手段，使之树立有竞争力的品牌，以赢得旅游者和市场，实现可持续发展。