中国经济型酒店品牌建设研究
发布时间：2019-04-25 12:29
【摘要】： 受益于大众旅游的快速增长和商务交流的日益频繁带来的巨大的市场空间,发端于上世纪九十年代的中国经济型酒店正处在急速发展的时期,也吸引大量资本涌入到这一行业。与此同时,由于对经济型酒店“经济性”理解的偏差和差异化营销意识的缺乏,国内经济型酒店行业,正面临着同质化竞争带来的生存危机。 通过创建品牌,中国经济型酒店可以浓缩酒店产品的特征,形成个性化的形象和文化,给顾客以鲜明的形象认知,可以获得目标市场顾客的认同感,增加产品附加价值,并可以以品牌为纽带,通过连锁经营等方式壮大酒店的实力,更好地应对国内外日趋激烈的竞争。可以说,通过创建品牌实现差异化,已是中国经济型酒店求差异、谋发展的必由之路。 本文认为,中国经济型酒店无论怎样建设自己的品牌,都不能脱离经济型酒店的四个本质特征,即:面向大众、价格低廉、有限而优质的产品和服务、经营的经济性。否则,这个品牌就不再是经济型酒店的品牌,这个酒店也不再是经济型酒店。 本文以品牌管理理论、差异化营销理论、消费者满意理论、CI理论为指导,在对中国经济型酒店品牌建设的SWOT分析的基础之上,按照品牌定位、品牌活化、品牌识别、品牌推广、品牌维护、品牌连锁经营的程序,对经济型酒店品牌建设进行了全程的分析和阐述。 品牌定位及品牌活化是经济型酒店品牌建设最为重要也是最为基础的两项内容。本文利用了权威部门的调查资料,对酒店行业的整体市场进行了细分,又结合经济型酒店的供应特点,为经济型酒店的品牌定位提供了方向性的指导,指出商务消费者、大众旅游型消费者、背包型旅游者是经济型酒店可以满足的细分市场,经济型酒店可以从中选择一个细分市场作为自己的目标市场,或者通过进一步的细分再选择自己的目标市场。文章还从竞争的角度,提出品牌定位的策略,并结合目前经济型酒店的供应现状及消费者消费行为的特征,从产品、服务、价格、渠道、非核心业务的外包等方面研究了品牌的活化。 在经济型酒店的品牌识别、推广、维护和经营方面,本文一方面以品牌管理的一般理论为指导,另一方面又坚决按照经济型酒店的本质特征,为中国经济型酒店品牌建设的相关环节提出了具有操作性的指导建议。
[Abstract]:Benefiting from the huge market space brought by the rapid growth of mass tourism and the increasing frequency of business exchanges, the Chinese economic hotels began in the 1990s in a period of rapid development, and attracted a large amount of capital into the industry. At the same time, due to the deviation of understanding of economic hotel "economy" and the lack of differentiated marketing consciousness, domestic economic hotel industry is facing the survival crisis brought by homogeneous competition. By creating a brand, the Chinese economy hotel can concentrate the characteristics of hotel products, form a personalized image and culture, give customers a distinct image recognition, can obtain the customer's identity in the target market, and increase the added value of the products. And can take the brand as the link, through the chain operation and other ways to strengthen the strength of the hotel, better deal with the increasingly fierce competition at home and abroad. It can be said that it is the only way for economic hotels in China to seek differences and development by creating brands to achieve differentiation. This paper argues that no matter how to build its own brand, Chinese economy hotel can not be separated from the four essential characteristics of economy hotel, that is, facing the public, low price, limited and high quality products and services, and the economy of operation. Otherwise, the brand will no longer be the brand of budget hotels, this hotel is no longer an economy hotel. Under the guidance of brand management theory, differential marketing theory, consumer satisfaction theory and CI theory, based on the SWOT analysis of Chinese economic hotel brand construction, according to brand positioning, brand activation, brand identification, Brand promotion, brand maintenance, brand chain management procedures, the entire economic hotel brand construction analysis and elaboration. Brand orientation and brand activation are the two most important and basic contents of economic hotel brand construction. This paper makes use of the investigation data of the authoritative department to subdivide the overall market of the hotel industry, and combined with the supply characteristics of the economy hotel, provides the direction guidance for the brand orientation of the economy hotel, and points out the business consumers. Popular tourism consumers, backpacking tourists are economic hotels can meet the subdivision market, economic hotels can choose a segment market as their own target market, the economy hotel can choose a segment market as its target market, and the economy hotel can choose a segment market as its target market. Or through further subdivision to select their target market. The article also puts forward the strategy of brand positioning from the point of view of competition, and combines the current supply situation of economic hotels and the characteristics of consumer consumption behavior, from the product, service, price, channel, Non-core business outsourcing and other aspects of the study of brand activation. In the aspects of brand identification, promotion, maintenance and management of economic hotels, this paper is guided by the general theory of brand management on the one hand, and firmly according to the essential characteristics of economic hotels on the other hand. This paper puts forward some operational guidance suggestions for the construction of economic hotel brand in China.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F719
本文编号：2465092
[Abstract]:Benefiting from the huge market space brought by the rapid growth of mass tourism and the increasing frequency of business exchanges, the Chinese economic hotels began in the 1990s in a period of rapid development, and attracted a large amount of capital into the industry. At the same time, due to the deviation of understanding of economic hotel "economy" and the lack of differentiated marketing consciousness, domestic economic hotel industry is facing the survival crisis brought by homogeneous competition. By creating a brand, the Chinese economy hotel can concentrate the characteristics of hotel products, form a personalized image and culture, give customers a distinct image recognition, can obtain the customer's identity in the target market, and increase the added value of the products. And can take the brand as the link, through the chain operation and other ways to strengthen the strength of the hotel, better deal with the increasingly fierce competition at home and abroad. It can be said that it is the only way for economic hotels in China to seek differences and development by creating brands to achieve differentiation. This paper argues that no matter how to build its own brand, Chinese economy hotel can not be separated from the four essential characteristics of economy hotel, that is, facing the public, low price, limited and high quality products and services, and the economy of operation. Otherwise, the brand will no longer be the brand of budget hotels, this hotel is no longer an economy hotel. Under the guidance of brand management theory, differential marketing theory, consumer satisfaction theory and CI theory, based on the SWOT analysis of Chinese economic hotel brand construction, according to brand positioning, brand activation, brand identification, Brand promotion, brand maintenance, brand chain management procedures, the entire economic hotel brand construction analysis and elaboration. Brand orientation and brand activation are the two most important and basic contents of economic hotel brand construction. This paper makes use of the investigation data of the authoritative department to subdivide the overall market of the hotel industry, and combined with the supply characteristics of the economy hotel, provides the direction guidance for the brand orientation of the economy hotel, and points out the business consumers. Popular tourism consumers, backpacking tourists are economic hotels can meet the subdivision market, economic hotels can choose a segment market as their own target market, the economy hotel can choose a segment market as its target market, and the economy hotel can choose a segment market as its target market. Or through further subdivision to select their target market. The article also puts forward the strategy of brand positioning from the point of view of competition, and combines the current supply situation of economic hotels and the characteristics of consumer consumption behavior, from the product, service, price, channel, Non-core business outsourcing and other aspects of the study of brand activation. In the aspects of brand identification, promotion, maintenance and management of economic hotels, this paper is guided by the general theory of brand management on the one hand, and firmly according to the essential characteristics of economic hotels on the other hand. This paper puts forward some operational guidance suggestions for the construction of economic hotel brand in China.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F719
【引证文献】
相关期刊论文 前2条
1 许志宏;;我国经济型酒店品牌建设[J];老区建设;2013年10期
2 徐燕;段婷瑜;;经济型连锁酒店品牌认知研究——以长沙市为例[J];消费经济;2013年01期
相关硕士学位论文 前9条
1 印倩倩;论经济型酒店的战略成本管理[D];江南大学;2010年
2 蒲红;经济型酒店顾客感知价值、满意度与忠诚度关系研究[D];西南交通大学;2010年
3 张纳;我国经济型酒店成本控制方法研究[D];燕山大学;2010年
4 王宠;经济型酒店发展问题研究[D];东北师范大学;2009年
5 房定斌;基于竞争者主维度的我国经济型酒店品牌定位研究[D];上海师范大学;2010年
6 张阿雯;我国经济型酒店竞争力评价研究[D];成都理工大学;2010年
7 唐艳华;经济型酒店的顾客资产管理研究[D];四川师范大学;2010年
8 郑园;基于价值网络的经济型酒店战略成本管理研究[D];武汉理工大学;2012年
9 张轶蕾;快捷酒店顾客资产价值驱动因素的实证研究[D];天津财经大学;2012年
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