随着我国旅游业的持续快速发展,我国的旅行社企业加快了集团化、网络化的发展步伐,品牌意识逐步提升,部分大型旅行社企业开始纷纷效仿国际旅游集团,尝试构建产品品牌体系。本文结合我国旅游行业环境与市场需求情况,分析目前我国旅行社企业在品牌经营发展中存在的问题,参考国际旅游企业的成功经验,探索我国大型旅行社企业多品牌经营的合理模式与策略。 With the sustained and rapid development of China’s tourism industry, China’s travel agencies have accelerated the pace of group and network development, and their brand awareness has gradually increased. Some large travel agencies began to follow the example of international tourism groups in an attempt to build a product brand system. Based on the environment and market demand in China’s tourism industry, this paper analyzes the current problems in the development of brand management in China’s travel agencies. By referring to the successful experience of international tourism enterprises, this paper explores the reasonable models and strategies of multi-brand management in China’s large travel agencies.