本文選題：陽(yáng)光酒店　切入點(diǎn)：品牌　出處：《蘭州大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著網(wǎng)絡(luò)時(shí)代的全面到來,我國(guó)旅游業(yè)開始受益于商務(wù)旅游的快速增長(zhǎng),星級(jí)酒店得到了前所未有的蓬勃發(fā)展和上升態(tài)勢(shì)。而星級(jí)酒店過快增長(zhǎng)的背后掩藏著不可避免的品牌危機(jī)。部分星級(jí)酒店服務(wù)意識(shí)不強(qiáng),管理意識(shí)淡薄,加之國(guó)外酒店連鎖集團(tuán)對(duì)國(guó)內(nèi)市場(chǎng)的大舉進(jìn)軍,本土星級(jí)酒店面臨更大的生存挑戰(zhàn)。與此同時(shí),越來越多的酒店開始重視品牌建設(shè),培育企業(yè)的文化特征,企業(yè)標(biāo)準(zhǔn)化和個(gè)性化服務(wù)得到加強(qiáng),逐步形成規(guī)模和品牌效應(yīng),開始從單體酒店向連鎖品牌轉(zhuǎn)變。 陽(yáng)光酒店隸屬于中石油旗下華油集團(tuán),是以酒店旅游為核心業(yè)務(wù)的大型酒店集團(tuán)。2007年,借助中油集團(tuán)決心整合行業(yè)第三產(chǎn)業(yè),盤活行業(yè)酒店資源的契機(jī),陽(yáng)光酒店集團(tuán)從甘肅陽(yáng)光大廈起家,在中油管理層的支持下,通過厘清產(chǎn)權(quán)和法人治理關(guān)系,迅速整合中國(guó)石油集團(tuán)系統(tǒng)內(nèi)50多家酒店或招待所。通過建立統(tǒng)一品牌識(shí)別系統(tǒng),提煉和深化陽(yáng)光文化；加強(qiáng)酒店服務(wù)和管理水平,做好陽(yáng)光酒店品牌傳播和延伸工作,在激烈的市場(chǎng)競(jìng)爭(zhēng)中,逐步形成了具有較高知名度的本土星級(jí)酒店連鎖品牌。 本文以酒店文化、品牌經(jīng)營(yíng)和企業(yè)戰(zhàn)略管理相關(guān)理論為研究基礎(chǔ),從理論上闡述了酒店及品牌的相關(guān)概念,綜合內(nèi)外部環(huán)境等各種因素,對(duì)陽(yáng)光酒店和品牌建設(shè)歷程進(jìn)行了介紹,指出了陽(yáng)光品牌建設(shè)成功的經(jīng)驗(yàn),并對(duì)陽(yáng)光韶牌目前現(xiàn)狀進(jìn)行了深入分析,主要包括品牌設(shè)計(jì)、品牌定位、品牌傳播、品牌經(jīng)營(yíng)等四個(gè)方面診斷其品牌建設(shè)方面的不足之處,著重從CIS調(diào)整、特色產(chǎn)品和個(gè)性化服務(wù)、員工培訓(xùn)和企業(yè)文化、細(xì)分市場(chǎng)和品牌多元化、資源整合和適度擴(kuò)張等五個(gè)方面,有針對(duì)性地提出提升陽(yáng)光酒店品牌建設(shè)方面的應(yīng)對(duì)策略,并對(duì)實(shí)施環(huán)節(jié)涉及到的步驟、重難點(diǎn)進(jìn)行了分析,并提出了相關(guān)建議。
[Abstract]:With the advent of the network age, our tourism industry has begun to benefit from the rapid growth of business tourism. Star hotels have experienced unprecedented vigorous development and rising trend. Behind the rapid growth of star hotels, there is an inevitable brand crisis. Some star hotels have a weak sense of service and a weak sense of management. In addition, foreign hotel chain groups have made a big push into the domestic market, and local star hotels are facing greater survival challenges. At the same time, more and more hotels are beginning to attach importance to brand building and cultivate the cultural characteristics of enterprises. Enterprise standardization and individualized service were strengthened, and gradually formed scale and brand effect, and began to change from single hotel to chain brand. The Sun Hotel, part of PetroChina's China Oil Group, is a large hotel group with hotel tourism as its core business. In 2007, with the help of PetroChina's determination to integrate the tertiary industry and revitalize the industry's hotel resources, The The Sun Hotel Group started from the Sunshine Mansion in Gansu Province. With the support of CNPC's management, it quickly integrated more than 50 hotels or hostels within the CNPC system by clarifying property rights and corporate governance relationships. Through the establishment of a unified brand identification system, Abstract and deepen sunshine culture, strengthen hotel service and management level, do well in the spread and extension of The Sun Hotel brand, in the fierce market competition, gradually formed a local star hotel chain brand with high visibility. Based on the related theories of hotel culture, brand management and enterprise strategic management, this paper expounds the related concepts of hotel and brand, synthesizes the internal and external environment, and so on. This paper introduces the history of The Sun Hotel and brand construction, points out the successful experience of sun brand construction, and analyzes the present situation of Sunshine Shao brand, including brand design, brand positioning, brand communication, etc. The four aspects of brand management are to diagnose the shortcomings of its brand building, focusing on the adjustment of CIS, characteristic products and personalized services, staff training and corporate culture, market segmentation and brand diversification. In the five aspects of resource integration and moderate expansion, this paper puts forward the countermeasures to improve the brand construction of The Sun Hotel, analyzes the steps involved in the implementation, and puts forward some relevant suggestions.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F273.2;F719

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