摘要在经济飞速发展的背景下，想在市场中立足变得越来越艰难。对于酒店行业更是如此，为了占有一席之地，大部分酒店都格外注重建设自己的品牌，但是现实情况却不太乐观。可能由于我国酒店行业的引进时间较晚，而且发展过程中存在很多矛盾，所以和外国的酒店水平是没有办法比较的。虽然大部分酒店都随着发展趋势认识到品牌概念建设的重要性，但根本上还是缺少对品牌管理的全面理解，并不知晓如何建设品牌概念。这篇文章从现有的酒店品牌管理相关资料出发，介绍了什么是酒店品牌概念，分析了希尔顿欢朋在安徽市场酒店品牌管理的现状，提出了存在的问题并给出了相关意见和建议，目的是为我国的酒店品牌管理和发展添砖加瓦，提升发展空间和高度。关键词：希尔顿欢朋酒店；品牌管理；对策研究AbstractInthecontextofrapideconomicdevelopment,ithasbecomemoreandmoredifficulttoestablishafootholdinthemarket.Forthehotelindustry,inordertohaveaplace,mosthotelspayspecialattentiontobuildingtheirownbrand,buttherealityisnotveryoptimistic.PerhapsbecauseofthelateintroductionofthehotelindustryinChinaandtheexistenceofmanycontradictionsintheprocessofdevelopment,thereisnowaytocompareitwiththelevelofforeignhotels.Althoughmosthotelsrecognizetheimportanceofbrandconceptconstructionwiththetrendofdevelopment,theystilllackacomprehensiveunderstandingofbrandmanagementanddonotknowhowtobuildbrandconcept.ThisarticlefromtheexistinghotelproductsBasedontherelevantinformationofbrandmanagement,thispaperintroducestheconceptofhotelbrand,analyzesthepresentsituationofHiltonHuanpeng'shotelbrandmanagementinAnhuimarket,putsforwardtheexistingproblems,andgivessomerelevantopinionsandsuggestions.Keywords：HiltonHuanpenghotel；Brandstrategy；Countermeasures目录................................................................I............................................................I1绪论..............................................................1...................................................1.............................................1.............................................2........................................2........................................2.........................................3............................................3............................................3......................................................3............................................3...........................................3..........................................4....................................................4.........................................5............................6.........................................6.................................6.................................7..........................8............................................8.......................8...............................................8.............................................9..............................9.........................................9........................................10........................................10........................................11..............................................................11...........................................................12...............................................................131绪论1.1研究背景大浪淘沙，适者生存。在市场竞争的浪潮中，只有好的品牌才能持久生存，缺乏竞争力度的品牌自然消亡，这是符合市场经济发展规律的。发达国家的酒店之所以比我们发展的迅速，原因就在于他们的酒店坚持品...
