第1页共9页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共9页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.Figure1-11第2页共9页第1页共9页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共9页23.8%franchise3%entrustedmanagement73.2%withfundmanagement(2)JustlikewhatweseeintheFigure1-1,thesethreemanagementstylesaremostimportantintheHiltonSystem.Themainway:●withfundmanagement●franchise●entrustedmanagement①WithfundmanagementofHiltonHotelisthecapitalandmanagementatthesametimeownedbythesingleproprietorshipandholdingorequitydirectorindirectinvestmentsuchasawaytoearnthehotelmanagementcontrolanditssubordinateseriesofthesamebrandhotel,thesameserviceprogram,thesamereservenetwork,thesamepurchasingsystem,thesameorganizationstructure,thesamefinancialsystem,thesamepolicystandard,thesameenterprisecultureandthesamemanagementideamanagementstyleInthiswaytheHiltonHotelrealizedinthecontextoftheglobalbrandpromotion.The②HiltonHoteloffranchiseofisusingtheirownproprietarytechnologyandbrandandlocalhotelownerswiththecombinationofthecapitaltoexpandthescaleofoperation.Notonlyreducesthecostreduceinvestment,moreeffectiveuseoffranchiseestoimprovethebrandeffect,themore第3页共9页第2页共9页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第3页共9页massiveincreaseditsthenumberofhotelsandimprovetheHilton'smarketshare.HiltonHotelmanagementis③entrustedbythehotelownerHiltonandreachanagreement,canprovidetheHiltonHotelforlocalmanagementmodeofoperationandqualitystandards,servicestandards.ThroughtheirownbrandattractedmanyhotelownersThreekindsofmethodstoreducetheenterpriseinmultinationalmanagementofmanydefects,andthroughtheuseofallcountriesanddifferentareasoflocalresourcestoestablishtheirownbrandgoods,Hiltonformedherproductofglobalization.BranddiversificationstrategyUsesthebrandtoextendana...
