长沙东秀便捷式酒店品牌战略研究

发布时间：2018-02-15 11:07

本文关键词： 长沙东秀便捷式酒店 SWOT分析品牌战略　出处：《湖南大学》2008年硕士论文　论文类型：学位论文

【摘要】： 中国加入WTO,北京申奥成功,博览会的申办,假日经济的来临,酒店业面临严峻的竞争格局和发展机遇。外资、北京及沿海地区经济型连锁酒店纷纷向内地发展,工薪族、旅游者和一般公务、商务人员客源的持续攀升,市场对洁净、方便而又经济的住宿需求越来越强烈,市场前景十分看好。著名国际跨国公司在考察了中国旅游行情之后不约而同地瞄准了经济型酒店市场,外国的酒店投资者和酒店管理公司,都形成了共同认识:近期在中国发展高档酒店已经不是投资酒店的最好选择,经济型酒店的发展才是酒店的新机会。经济型酒店成为一个新的投资热点。本文研究的主要内容是长沙东秀便捷式酒店创建经济型酒店品牌的战略及实施。在研究架构上,主要以国内外经济型酒店发展为背景,分析研究长沙东秀便捷式酒店现状极其品牌战略。整个研究文章分五大部分:在对与品牌相关的基本理论阐述的基础上,分析东秀便捷式酒店品牌形成的必要性及其品牌战略的丰富内涵,进而思考提出了如何努力把长沙东秀便捷式酒店构建为经济型酒店品牌的战略对策措施。在研究方法上,本文主要采取了三种方法:一是文献资料参考法,查阅了有关国内外经济型酒店品牌发展的历史资料以及现状材料,查阅了有关品牌战略及其相关问题的一些书籍、刊物和网上文章,了解事实,掌握理论,理论联系实际。二是案例分析法,剖析了国内外一些经济型酒店实施品牌战略的情况,更好地知已知彼,并借鉴成功经验为我所用,“他山之石,可以攻玉”。三是中外比较法,围绕中外经济型酒店品牌战略竞争力问题进行了对比分析,在综合分析基础上,明确长沙东秀便捷式酒店品牌战略实施的现实差距和努力方向。从经济型酒店的发展现状入手,改善经济型酒店的经营管理,提高经济型酒店品牌竞争力,成为一个热门话题。而且,近年来经济型酒店异军突起,出现了人们逐渐知晓的品牌,引起了理论界投资界的高度关注。关注和研究经济型酒店的发展,探讨经济型酒店品牌战略建设,显然有着极大的时代意义和经济价值。长沙东秀便捷式酒店进行有益探讨,并取得一定的经济效益。
[Abstract]:With China's entry into WTO, Beijing's successful bid for the Olympic Games, the bid for the Expo, and the arrival of the holiday economy, the hotel industry is facing severe competition patterns and development opportunities. As tourists and business people continue to rise in number, the demand for clean, convenient and economical accommodation is getting stronger and stronger in the market. The market prospects are very promising. After investigating the tourism market in China, famous international multinational corporations have all aimed at the economy hotel market, foreign hotel investors and hotel management companies. The development of high-grade hotels in China is no longer the best choice for investment hotels, and the development of economic hotels is the new opportunity for hotels. Economy hotels have become a new investment hot spot. The main content of this paper is the strategy and implementation of establishing economic hotel brand in Changsha Dongxiu convenient hotel. In the research framework, it mainly takes the development of economy hotel at home and abroad as the background. The whole research article is divided into five parts: on the basis of the basic theories related to the brand, the paper analyzes and studies the current situation and brand strategy of Changsha Dongxiu convenient hotel. This paper analyzes on the necessity of the formation of Dongxiu convenient hotel brand and the rich connotation of its brand strategy, and puts forward some strategic countermeasures on how to build the Changsha Dongxiu convenient hotel into an economic hotel brand. In terms of research methods, this paper mainly adopts three methods: first, literature reference method, referring to the domestic and foreign economic hotel brand development of historical data and current materials, It has consulted some books, publications and online articles about brand strategy and related issues, learned the facts, grasped the theory, combined theory with practice. Second, the case analysis method was used to analyze the implementation of brand strategy in some economical hotels at home and abroad. We should better know what we know and use our successful experience for our own use. Third, the comparative method between China and foreign countries, focusing on the strategic competitiveness of economic hotels at home and abroad, has been compared and analyzed, and on the basis of comprehensive analysis, Clear Changsha Dongxiu convenient hotel brand strategy implementation of the reality gap and direction. It is a hot topic to improve the operation and management of economy hotels and enhance the competitiveness of economy hotels from the point of view of the present development of economy hotels. Moreover, in recent years, economy hotels have become more and more popular. The emergence of the brand that people gradually know has aroused the high attention of the investment circle of the theory circle. It has paid close attention to and studied the development of the economical hotel, and discussed the strategic construction of the brand of the economical hotel. Obviously, it has great significance of the times and economic value. The convenient hotel of Changsha Dongxiu carries on beneficial discussion, and obtains certain economic benefit.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F719

【引证文献】