本文關(guān)鍵詞： 長沙東秀便捷式酒店 SWOT分析 品牌戰(zhàn)略　出處：《湖南大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 中國加入WTO,北京申奧成功,博覽會的申辦,假日經(jīng)濟的來臨,酒店業(yè)面臨嚴(yán)峻的競爭格局和發(fā)展機遇。外資、北京及沿海地區(qū)經(jīng)濟型連鎖酒店紛紛向內(nèi)地發(fā)展,工薪族、旅游者和一般公務(wù)、商務(wù)人員客源的持續(xù)攀升,市場對潔凈、方便而又經(jīng)濟的住宿需求越來越強烈,市場前景十分看好。著名國際跨國公司在考察了中國旅游行情之后不約而同地瞄準(zhǔn)了經(jīng)濟型酒店市場,外國的酒店投資者和酒店管理公司,都形成了共同認(rèn)識:近期在中國發(fā)展高檔酒店已經(jīng)不是投資酒店的最好選擇,經(jīng)濟型酒店的發(fā)展才是酒店的新機會。經(jīng)濟型酒店成為一個新的投資熱點。 本文研究的主要內(nèi)容是長沙東秀便捷式酒店創(chuàng)建經(jīng)濟型酒店品牌的戰(zhàn)略及實施。在研究架構(gòu)上,主要以國內(nèi)外經(jīng)濟型酒店發(fā)展為背景,分析研究長沙東秀便捷式酒店現(xiàn)狀極其品牌戰(zhàn)略。整個研究文章分五大部分:在對與品牌相關(guān)的基本理論闡述的基礎(chǔ)上,分析東秀便捷式酒店品牌形成的必要性及其品牌戰(zhàn)略的豐富內(nèi)涵,進而思考提出了如何努力把長沙東秀便捷式酒店構(gòu)建為經(jīng)濟型酒店品牌的戰(zhàn)略對策措施。 在研究方法上,本文主要采取了三種方法:一是文獻資料參考法,查閱了有關(guān)國內(nèi)外經(jīng)濟型酒店品牌發(fā)展的歷史資料以及現(xiàn)狀材料,查閱了有關(guān)品牌戰(zhàn)略及其相關(guān)問題的一些書籍、刊物和網(wǎng)上文章,了解事實,掌握理論,理論聯(lián)系實際。二是案例分析法,剖析了國內(nèi)外一些經(jīng)濟型酒店實施品牌戰(zhàn)略的情況,更好地知已知彼,并借鑒成功經(jīng)驗為我所用,“他山之石,可以攻玉”。三是中外比較法,圍繞中外經(jīng)濟型酒店品牌戰(zhàn)略競爭力問題進行了對比分析,在綜合分析基礎(chǔ)上,明確長沙東秀便捷式酒店品牌戰(zhàn)略實施的現(xiàn)實差距和努力方向。 從經(jīng)濟型酒店的發(fā)展現(xiàn)狀入手,改善經(jīng)濟型酒店的經(jīng)營管理,提高經(jīng)濟型酒店品牌競爭力,成為一個熱門話題。而且,近年來經(jīng)濟型酒店異軍突起,出現(xiàn)了人們逐漸知曉的品牌,引起了理論界投資界的高度關(guān)注。關(guān)注和研究經(jīng)濟型酒店的發(fā)展,探討經(jīng)濟型酒店品牌戰(zhàn)略建設(shè),顯然有著極大的時代意義和經(jīng)濟價值。長沙東秀便捷式酒店進行有益探討,并取得一定的經(jīng)濟效益。
[Abstract]:With China's entry into WTO, Beijing's successful bid for the Olympic Games, the bid for the Expo, and the arrival of the holiday economy, the hotel industry is facing severe competition patterns and development opportunities. As tourists and business people continue to rise in number, the demand for clean, convenient and economical accommodation is getting stronger and stronger in the market. The market prospects are very promising. After investigating the tourism market in China, famous international multinational corporations have all aimed at the economy hotel market, foreign hotel investors and hotel management companies. The development of high-grade hotels in China is no longer the best choice for investment hotels, and the development of economic hotels is the new opportunity for hotels. Economy hotels have become a new investment hot spot. The main content of this paper is the strategy and implementation of establishing economic hotel brand in Changsha Dongxiu convenient hotel. In the research framework, it mainly takes the development of economy hotel at home and abroad as the background. The whole research article is divided into five parts: on the basis of the basic theories related to the brand, the paper analyzes and studies the current situation and brand strategy of Changsha Dongxiu convenient hotel. This paper analyzes on the necessity of the formation of Dongxiu convenient hotel brand and the rich connotation of its brand strategy, and puts forward some strategic countermeasures on how to build the Changsha Dongxiu convenient hotel into an economic hotel brand. In terms of research methods, this paper mainly adopts three methods: first, literature reference method, referring to the domestic and foreign economic hotel brand development of historical data and current materials, It has consulted some books, publications and online articles about brand strategy and related issues, learned the facts, grasped the theory, combined theory with practice. Second, the case analysis method was used to analyze the implementation of brand strategy in some economical hotels at home and abroad. We should better know what we know and use our successful experience for our own use. Third, the comparative method between China and foreign countries, focusing on the strategic competitiveness of economic hotels at home and abroad, has been compared and analyzed, and on the basis of comprehensive analysis, Clear Changsha Dongxiu convenient hotel brand strategy implementation of the reality gap and direction. It is a hot topic to improve the operation and management of economy hotels and enhance the competitiveness of economy hotels from the point of view of the present development of economy hotels. Moreover, in recent years, economy hotels have become more and more popular. The emergence of the brand that people gradually know has aroused the high attention of the investment circle of the theory circle. It has paid close attention to and studied the development of the economical hotel, and discussed the strategic construction of the brand of the economical hotel. Obviously, it has great significance of the times and economic value. The convenient hotel of Changsha Dongxiu carries on beneficial discussion, and obtains certain economic benefit.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F719

【引證文獻】

相關(guān)碩士學(xué)位論文 前3條

1 盧青;成都蓉鑫經(jīng)濟型酒店發(fā)展戰(zhàn)略研究[D];西南財經(jīng)大學(xué);2010年

2 羅巍;南昌市旅行社業(yè)品牌建設(shè)與管理研究[D];南昌大學(xué);2011年

3 樊衍;長沙市經(jīng)濟型酒店室內(nèi)設(shè)計研究[D];湖南大學(xué);2011年

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本文編號：1513122