摘要本文对于品牌差异化进行了理论的梳理，然后结合了国内外学者对酒店的品牌差异化建设研究，通过问卷调查以及参考国内外的文献然后结合嘉华酒店的实际情况，对嘉华酒店的品牌差异化进行了分析并提出一定的改进措施。以此希望能提高嘉华酒店的品牌差异化以及品牌竞争力使其更好地发展巩固自己的地位，也希望自己的这些建议能为同类型的酒店提供积极的指导和借鉴作用。关键词：酒店；品牌；差异化建设；1Abstract In this paper, the brand differentiation theory was sorted out, and then combined with the domestic and foreign scholars of the hotel brand differentiation construction, through questionnaire survey and reference to domestic and foreign literature and combined with the actual situation of the hotel, the brand differentiation of the hotel was analyzed and put forward some improvement measures. In this way, I hope to improve the brand differentiation and brand competitiveness of jiahua hotel so that it can better develop and consolidate its position. I also hope that these Suggestions can provide positive guidance and reference for the same type of hotels.Key words： hotel；brand; differentiation construction;目 2录1 引 言...............................................................61.1 研究背景..............................................................61.2 研究意义..............................................................71.2.1 理论意义............................................................71.2.2 现实意义............................................................71.3 研究方法..............................................................71.3.1 文献研究法..........................................................71.3.2 问卷调查法..........................................................71.3.3 统计分析法..........................................................72 研究综述及相关理论概念.................................................82.1 国内外研究现状...........
