作为一个旅游大国,我国的旅游企业有着巨大的发展潜力。特别是在经济全球化的今天,国内外旅游市场的竞争越来越激烈。怎样才能使企业在旅游市场的大潮中处于不败之地成为众多旅游企业思考的问题。企业形象作为企业发展中一种无形的资产。越来越多的旅游企业意识到它的重要性。良好的企业形象对外能吸引人才与资金,增强企业实力。对内能使员工产生自豪感,增强企业的凝聚力。因此,企业的“形象制胜”成为旅游企业在市场竞争中的有力法宝。 As a tourist country, our tourism enterprises have huge potential for development. Especially in the economic globalization today, the competition in the tourism market both at home and abroad is more and more fierce. How to make enterprises in the tide of the tourism market invincible as many travel business thinking. Corporate image as an intangible asset in corporate development. More and more tourism companies are aware of its importance. A good corporate image to attract foreign talent and capital, enhance the strength of enterprises. Domestic can make employees proud, enhance the cohesion of enterprises. Therefore, the enterprise “image win ” has become a powerful magic weapon for tourism enterprises in the market competition.