本文選題：酒店業(yè)　切入點(diǎn)：品牌　出處：《中南大學(xué)》2008年碩士論文

【摘要】： 隨著科技的發(fā)展,酒店業(yè)的同質(zhì)化程度越來越高,品牌成為消費(fèi)者選擇的重要依據(jù),品牌戰(zhàn)略正成為酒店業(yè)日益關(guān)注的一個(gè)焦點(diǎn)。本文采用企業(yè)內(nèi)部訪談的方法,獲得了大量的數(shù)據(jù)資料,并運(yùn)用了定性和定量相結(jié)合的方法以及SWOT分析法對(duì)華僑城酒店集團(tuán)的經(jīng)營(yíng)狀況進(jìn)行了系統(tǒng)分析,在結(jié)合品牌戰(zhàn)略理論學(xué)習(xí)的前提下,利用本人在酒店業(yè)多年的實(shí)踐經(jīng)驗(yàn)聯(lián)系實(shí)際進(jìn)行研究。論文的創(chuàng)新之處在于:針對(duì)華僑城酒店品牌戰(zhàn)略的實(shí)施情況,為酒店設(shè)計(jì)了具有可操作性和針對(duì)性的品牌增值戰(zhàn)略。 本文首先分析了華僑城酒店集團(tuán)的外部環(huán)境和內(nèi)部因素,提出華僑城酒店集團(tuán)實(shí)施品牌戰(zhàn)略的必要性,在此基礎(chǔ)上從品牌價(jià)值、品牌定位、品牌傳播、品牌聯(lián)合、品牌延伸和品牌維護(hù)六方面著手對(duì)酒店品牌戰(zhàn)略的實(shí)施情況進(jìn)行深入研究,接著在評(píng)估了華僑城酒店集團(tuán)品牌的運(yùn)營(yíng)能力之后,針對(duì)華僑城酒店集團(tuán)品牌運(yùn)營(yíng)中存在的不足之處提出四個(gè)增值方案的建議:通過體驗(yàn)式營(yíng)銷增加華僑城酒店集團(tuán)的品牌價(jià)值、通過品牌識(shí)別系統(tǒng)擴(kuò)展華僑城酒店集團(tuán)的品牌空間、通過品牌整合拓展華僑城酒店集團(tuán)的品牌傳播以及通過營(yíng)銷-運(yùn)營(yíng)平衡提升華僑城酒店集團(tuán)的品牌資產(chǎn)價(jià)值。
[Abstract]:With the development of science and technology, the degree of homogenization of hotel industry is becoming higher and higher. Brand has become an important basis for consumers to choose, and brand strategy is becoming a focus of increasing concern in the hotel industry. Obtained a large number of data, and the use of qualitative and quantitative methods and SWOT analysis of the operating situation of overseas Chinese City Hotel Group, in combination with the premise of brand strategy theory learning, The innovation of this paper lies in: aiming at the implementation of the brand strategy of overseas Chinese City, the author designs an operable and targeted brand value-added strategy for the hotel. This paper first analyzes the external environment and internal factors of Huaxia City Hotel Group, and puts forward the necessity of implementing the brand strategy of Huaoxiang Hotel Group, and on this basis, from the brand value, brand positioning, brand communication, brand alliance. Brand extension and brand maintenance six aspects of the implementation of the hotel brand strategy to conduct in-depth research, and then after the evaluation of overseas Chinese City Hotel Group brand operating capacity, In view of the deficiencies in the brand operation of overseas Chinese City Hotel Group, the paper puts forward four value-added proposals: to increase the brand value of overseas Chinese City Hotel Group through experiential marketing. Through the brand identification system to expand the brand space of overseas Chinese City Hotel Group, through brand integration to expand the brand communication of overseas Chinese City Hotel Group and promote the brand equity value of overseas Chinese City Hotel Group through marketing and operation balance.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F273.2;F719

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 門艷東;港中旅集團(tuán)飯店品牌定位及品牌傳播研究[D];北方工業(yè)大學(xué);2012年

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本文編號(hào)：1671048