饭店集团品牌组合管理——剖析国外饭店集团之品牌结构
发布时间：2018-10-11 09:01
【摘要】：大型饭店集团一般在多个细分市场竞争 ,拥有大量的产品品牌 ,形成一个品牌组合。拥有一个和谐的品牌组合是饭店有效提高知名度 ,参与市场竞争的基本条件。国外的饭店集团使用的四种品牌结构不是孤立的 ,他们之间形成一个完整的序列 ,即品牌关系谱。我国饭店集团应借鉴国外集团品牌组合管理模式。
[Abstract]:Large hotel groups generally compete in a number of segments of the market, with a large number of product brands, forming a brand portfolio. Having a harmonious brand combination is the basic condition for the hotel to enhance its popularity and participate in market competition. The four brand structures used by foreign hotel groups are not isolated, and they form a complete sequence, that is, brand relationship spectrum. The hotel group of our country should draw lessons from the brand combination management mode of foreign group.
【作者单位】： 浙江大学管理学院 浙江大学管理学院
【分类号】：F719.3
[Abstract]:Large hotel groups generally compete in a number of segments of the market, with a large number of product brands, forming a brand portfolio. Having a harmonious brand combination is the basic condition for the hotel to enhance its popularity and participate in market competition. The four brand structures used by foreign hotel groups are not isolated, and they form a complete sequence, that is, brand relationship spectrum. The hotel group of our country should draw lessons from the brand combination management mode of foreign group.
【作者单位】： 浙江大学管理学院 浙江大学管理学院
【分类号】：F719.3
【参考文献】
相关期刊论文 前1条
1 邹益民,黄浏英;品牌经营——21世纪中国饭店的战略选择[J];南开管理评论;2000年06期
【共引文献】
相关期刊论文 前10条
1 张锐,张q，
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