本科毕业设计-浅论我国经济型酒店的品牌战略

AbstractWith the rapid development of China's hotel industry,economic-type hotel is at a rapid pace. The market more competitive economy hotel for business services to strengthen brand building,to enhance competi- tiveness as urgent and important problem. This article uses the SWOT analysis, for the development of China's Economy Hotels in chain brand strategy to take the necessity of analysis and argument, and the Economy Hotels brand chain management implementation methodology, carried out exploratory attempt. Draw the following conclusion: For the Chinese economy hotels, the price reductions should abandon low-level competition, brand competition and features into the competition, and networking to point, cross-regional and operation of economies of scale, at lower costs and improve efficiency while , can be further marketing the brand, increase brand awareness. The only way to achieve lasting competitive edge in the competitive market to win. Key Words：Hotels Brand chain引 言近几年，我国经济型酒店品牌进展速度非常快，但品牌规模较小，品牌产品差异化程度较低，产品质量不高，且价格混乱。这严重削弱了中国经济型酒店的竞争力。阻碍了中国经济型酒店的快速健康进展。目前，我国经济型酒店在进展中应实施品牌建设战略，形成自己的特色品牌．在此基础上进行有效的营销，提高品牌的竞争力，才能在日趋激烈的竞争中取胜。1.品牌的讨论综述1.1 品牌的定义 “品牌”一次来源于古斯堪的纳维亚语“布兰多”，本意是“烙印”。它曾经是，现在依旧是牲畜所有者用来标识他们的动物的工具，后来作为区分不同制造商的产品的工具。随着商品经济的快速进展、竞争形势的不断加剧、消费理性的成熟，品牌已经从作为“印记”的用途逐渐增加了更多的丰富内涵。一个好的品牌是来自企业的好想法与顾客心理需要相契合的产物。其实企业并没有真正的能力去控制品牌，而是需要为品牌提供良好的成长环境和营养企业和消费者都在品牌的成长环境里互相沟通与理解，参加在品牌的营销里。由此可见，品牌并不是属于企业和消费者的...