华侨城酒店集团品牌战略及实施研究

发布时间：2018-03-27 09:54

本文选题：酒店业　切入点：品牌　出处：《中南大学》2008年硕士论文

【摘要】： 随着科技的发展,酒店业的同质化程度越来越高,品牌成为消费者选择的重要依据,品牌战略正成为酒店业日益关注的一个焦点。本文采用企业内部访谈的方法,获得了大量的数据资料,并运用了定性和定量相结合的方法以及SWOT分析法对华侨城酒店集团的经营状况进行了系统分析,在结合品牌战略理论学习的前提下,利用本人在酒店业多年的实践经验联系实际进行研究。论文的创新之处在于:针对华侨城酒店品牌战略的实施情况,为酒店设计了具有可操作性和针对性的品牌增值战略。本文首先分析了华侨城酒店集团的外部环境和内部因素,提出华侨城酒店集团实施品牌战略的必要性,在此基础上从品牌价值、品牌定位、品牌传播、品牌联合、品牌延伸和品牌维护六方面着手对酒店品牌战略的实施情况进行深入研究,接着在评估了华侨城酒店集团品牌的运营能力之后,针对华侨城酒店集团品牌运营中存在的不足之处提出四个增值方案的建议:通过体验式营销增加华侨城酒店集团的品牌价值、通过品牌识别系统扩展华侨城酒店集团的品牌空间、通过品牌整合拓展华侨城酒店集团的品牌传播以及通过营销-运营平衡提升华侨城酒店集团的品牌资产价值。
[Abstract]:With the development of science and technology, the degree of homogenization of hotel industry is becoming higher and higher. Brand has become an important basis for consumers to choose, and brand strategy is becoming a focus of increasing concern in the hotel industry. Obtained a large number of data, and the use of qualitative and quantitative methods and SWOT analysis of the operating situation of overseas Chinese City Hotel Group, in combination with the premise of brand strategy theory learning, The innovation of this paper lies in: aiming at the implementation of the brand strategy of overseas Chinese City, the author designs an operable and targeted brand value-added strategy for the hotel. This paper first analyzes the external environment and internal factors of Huaxia City Hotel Group, and puts forward the necessity of implementing the brand strategy of Huaoxiang Hotel Group, and on this basis, from the brand value, brand positioning, brand communication, brand alliance. Brand extension and brand maintenance six aspects of the implementation of the hotel brand strategy to conduct in-depth research, and then after the evaluation of overseas Chinese City Hotel Group brand operating capacity, In view of the deficiencies in the brand operation of overseas Chinese City Hotel Group, the paper puts forward four value-added proposals: to increase the brand value of overseas Chinese City Hotel Group through experiential marketing. Through the brand identification system to expand the brand space of overseas Chinese City Hotel Group, through brand integration to expand the brand communication of overseas Chinese City Hotel Group and promote the brand equity value of overseas Chinese City Hotel Group through marketing and operation balance.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F719

【引证文献】