【摘要】： 受益于大眾旅游的快速增長和商務(wù)交流的日益頻繁帶來的巨大的市場空間,發(fā)端于上世紀(jì)九十年代的中國經(jīng)濟(jì)型酒店正處在急速發(fā)展的時期,也吸引大量資本涌入到這一行業(yè)。與此同時,由于對經(jīng)濟(jì)型酒店“經(jīng)濟(jì)性”理解的偏差和差異化營銷意識的缺乏,國內(nèi)經(jīng)濟(jì)型酒店行業(yè),正面臨著同質(zhì)化競爭帶來的生存危機(jī)。 通過創(chuàng)建品牌,中國經(jīng)濟(jì)型酒店可以濃縮酒店產(chǎn)品的特征,形成個性化的形象和文化,給顧客以鮮明的形象認(rèn)知,可以獲得目標(biāo)市場顧客的認(rèn)同感,增加產(chǎn)品附加價值,并可以以品牌為紐帶,通過連鎖經(jīng)營等方式壯大酒店的實力,更好地應(yīng)對國內(nèi)外日趨激烈的競爭�？梢哉f,通過創(chuàng)建品牌實現(xiàn)差異化,已是中國經(jīng)濟(jì)型酒店求差異、謀發(fā)展的必由之路。 本文認(rèn)為,中國經(jīng)濟(jì)型酒店無論怎樣建設(shè)自己的品牌,都不能脫離經(jīng)濟(jì)型酒店的四個本質(zhì)特征,即:面向大眾、價格低廉、有限而優(yōu)質(zhì)的產(chǎn)品和服務(wù)、經(jīng)營的經(jīng)濟(jì)性。否則,這個品牌就不再是經(jīng)濟(jì)型酒店的品牌,這個酒店也不再是經(jīng)濟(jì)型酒店。 本文以品牌管理理論、差異化營銷理論、消費(fèi)者滿意理論、CI理論為指導(dǎo),在對中國經(jīng)濟(jì)型酒店品牌建設(shè)的SWOT分析的基礎(chǔ)之上,按照品牌定位、品牌活化、品牌識別、品牌推廣、品牌維護(hù)、品牌連鎖經(jīng)營的程序,對經(jīng)濟(jì)型酒店品牌建設(shè)進(jìn)行了全程的分析和闡述。 品牌定位及品牌活化是經(jīng)濟(jì)型酒店品牌建設(shè)最為重要也是最為基礎(chǔ)的兩項內(nèi)容。本文利用了權(quán)威部門的調(diào)查資料,對酒店行業(yè)的整體市場進(jìn)行了細(xì)分,又結(jié)合經(jīng)濟(jì)型酒店的供應(yīng)特點(diǎn),為經(jīng)濟(jì)型酒店的品牌定位提供了方向性的指導(dǎo),指出商務(wù)消費(fèi)者、大眾旅游型消費(fèi)者、背包型旅游者是經(jīng)濟(jì)型酒店可以滿足的細(xì)分市場,經(jīng)濟(jì)型酒店可以從中選擇一個細(xì)分市場作為自己的目標(biāo)市場,或者通過進(jìn)一步的細(xì)分再選擇自己的目標(biāo)市場。文章還從競爭的角度,提出品牌定位的策略,并結(jié)合目前經(jīng)濟(jì)型酒店的供應(yīng)現(xiàn)狀及消費(fèi)者消費(fèi)行為的特征,從產(chǎn)品、服務(wù)、價格、渠道、非核心業(yè)務(wù)的外包等方面研究了品牌的活化。 在經(jīng)濟(jì)型酒店的品牌識別、推廣、維護(hù)和經(jīng)營方面,本文一方面以品牌管理的一般理論為指導(dǎo),另一方面又堅決按照經(jīng)濟(jì)型酒店的本質(zhì)特征,為中國經(jīng)濟(jì)型酒店品牌建設(shè)的相關(guān)環(huán)節(jié)提出了具有操作性的指導(dǎo)建議。
[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.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F719

【引證文獻(xiàn)】

相關(guān)期刊論文 前2條

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相關(guān)碩士學(xué)位論文 前9條

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本文編號：2465092