飯店集團(tuán)品牌組合管理——剖析國外飯店集團(tuán)之品牌結(jié)構(gòu)
發(fā)布時(shí)間：2018-10-11 09:01
【摘要】：大型飯店集團(tuán)一般在多個(gè)細(xì)分市場競爭 ,擁有大量的產(chǎn)品品牌 ,形成一個(gè)品牌組合。擁有一個(gè)和諧的品牌組合是飯店有效提高知名度 ,參與市場競爭的基本條件。國外的飯店集團(tuán)使用的四種品牌結(jié)構(gòu)不是孤立的 ,他們之間形成一個(gè)完整的序列 ,即品牌關(guān)系譜。我國飯店集團(tuán)應(yīng)借鑒國外集團(tuán)品牌組合管理模式。
[Abstract]:Large hotel groups generally compete in a number of segments of the market, with a large number of product brands, forming a brand portfolio. Having a harmonious brand combination is the basic condition for the hotel to enhance its popularity and participate in market competition. The four brand structures used by foreign hotel groups are not isolated, and they form a complete sequence, that is, brand relationship spectrum. The hotel group of our country should draw lessons from the brand combination management mode of foreign group.
【作者單位】： 浙江大學(xué)管理學(xué)院 浙江大學(xué)管理學(xué)院
【分類號】：F719.3
[Abstract]:Large hotel groups generally compete in a number of segments of the market, with a large number of product brands, forming a brand portfolio. Having a harmonious brand combination is the basic condition for the hotel to enhance its popularity and participate in market competition. The four brand structures used by foreign hotel groups are not isolated, and they form a complete sequence, that is, brand relationship spectrum. The hotel group of our country should draw lessons from the brand combination management mode of foreign group.
【作者單位】： 浙江大學(xué)管理學(xué)院 浙江大學(xué)管理學(xué)院
【分類號】：F719.3
【參考文獻(xiàn)】
相關(guān)期刊論文 前1條
1 鄒益民,黃瀏英;品牌經(jīng)營——21世紀(jì)中國飯店的戰(zhàn)略選擇[J];南開管理評論;2000年06期
【共引文獻(xiàn)】
相關(guān)期刊論文 前10條
1 張銳,張q，
本文編號：2263613
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