IntroductionGlobalizationreferstotheshifttowardamoreintegratedandinterdependent.Goodsandcapitalflowistheoriginalformofglobalization.Inthisprocess,thereisacorrespondingregional,internationaleconomicorganizationandeconomicentities,aswellastheculture,lifestyle,values,ideologyandspiritforcetransnationalexchange,collision,conflictandfusion.Globalizationgivestheworldabigstage.Firmsconfronteachotherascompetitorsinnationafternation.Thecompetitionwon’tbelimitedinonecountryoronepieceofarea,butthewholeworld.Globalizationbringsopportunities,andalsochallenges.Certainly,someonewasroutedinthebigtrend,butthereweremoregreatercompaniescaughttheopportunityandconqueredtheworld,suchasHilton.Hiltonistheleadingglobalhospitalitycompany,withmorethan3,000hotelsand500,000roomsin74countriesandterritories,withmorethan135,000teammembersworldwide.Thereisnoquestionitiswonderful.ThesuccessofHiltoncan’tleavethewisestrategies.Intheglobalization,Hiltonmadevariousplanstoexpanditsmarketshare,especiallytheFranchiseexpansionmarketandtheBranddiversificationstrategy.Franchiseexpansionmarket(1)Hiltonwentthoughself-conductionmode,managementmodeandfranchise.Beforethe1950s,Hiltontooktheself-conductionmodewhichdevelopedveryslowly.Asaresult,hemissedalotofopportunities.Inthe1960s,Hiltonstartedmanagementmode,whichwasusedtobroadenthemarketingnetbymanagingthespeedofoutput.ThebrandofHiltonbecamewellknown.In1990s,HiltoncarryoutanewmanagementmodenamedFranchise,whichencouragesitselftosellhotelsandonlyretainthepowerofmanagementandthebrand.Atthistime,Hiltonbecamefamousintheworld.Figure1-1123.8%franchise3%entrustedmanagement73.2%withfundmanagement(2)JustlikewhatweseeintheFigure1-1,thesethreemanagementstylesaremostimportantintheHiltonSystem.Themainway:●withfundmanagement●franchise●entrustedmanagement①WithfundmanagementofHiltonHotelisthecapitalandmanagementatthesametimeownedbythesingleproprietorshipandholdingorequitydirectorindirectinvestmentsuchasawaytoearnthehotelmanagementcontrolanditssubordinateseriesofthesamebrandhotel,thesameserviceprogram,thesamereservenetwork,thesamepurchasingsystem,thesameorganizationstructure,thesamefinancialsystem,thesamepolicystandard,thesameenterprisecultureandthesamemanagementideamanagementstyleInthiswaytheHiltonHotelrealizedinthecontextoftheglobalbrandpromotion.The②HiltonHoteloffranchiseofisusingtheirownproprietarytechnologyandbrandandlocalhotelownerswiththecombinationofthecapitaltoexpandthescaleofoperation.Notonlyreducesthecostreduceinvestment,moreeffectiveuseoffranchiseestoimprovethebrandeffect,themoremassiveincreaseditsthenumberofhotelsandimprovetheHilton'smarketshare.HiltonHotelmanagementis③entrustedbythehotelownerHiltonandreachanagreement,canprovidetheHiltonHotelforlocalmanagementmodeofoperationandqualitystandards,servicestandards.ThroughtheirownbrandattractedmanyhotelownersThreekindsofmethodstoreducetheenterpriseinmultinationalmanagementofmanydefects,andthroughtheuseofallcountriesanddifferentareasoflocalresourcestoestablishtheirownbrandgoods,Hiltonformedherproductofglobalization.BranddiversificationstrategyUsesthebrandtoextendanaffiliategroupdifferentiatesthedifferentqualityandthescalehotelAmeasurementsuitsallpeoplewithdifficulty.Hiltoninhasbeenusedasinthecarefulclassifiedbasistothecustomer,useseachkindofdifferenthoteltoprovidethedifferentscaletheservicetomeetthedifferentcustomerneeds...
