阳光酒店品牌建设研究

发布时间：2018-03-21 19:15

本文选题：阳光酒店　切入点：品牌　出处：《兰州大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着网络时代的全面到来,我国旅游业开始受益于商务旅游的快速增长,星级酒店得到了前所未有的蓬勃发展和上升态势。而星级酒店过快增长的背后掩藏着不可避免的品牌危机。部分星级酒店服务意识不强,管理意识淡薄,加之国外酒店连锁集团对国内市场的大举进军,本土星级酒店面临更大的生存挑战。与此同时,越来越多的酒店开始重视品牌建设,培育企业的文化特征,企业标准化和个性化服务得到加强,逐步形成规模和品牌效应,开始从单体酒店向连锁品牌转变。阳光酒店隶属于中石油旗下华油集团,是以酒店旅游为核心业务的大型酒店集团。2007年,借助中油集团决心整合行业第三产业,盘活行业酒店资源的契机,阳光酒店集团从甘肃阳光大厦起家,在中油管理层的支持下,通过厘清产权和法人治理关系,迅速整合中国石油集团系统内50多家酒店或招待所。通过建立统一品牌识别系统,提炼和深化阳光文化；加强酒店服务和管理水平,做好阳光酒店品牌传播和延伸工作,在激烈的市场竞争中,逐步形成了具有较高知名度的本土星级酒店连锁品牌。本文以酒店文化、品牌经营和企业战略管理相关理论为研究基础,从理论上阐述了酒店及品牌的相关概念,综合内外部环境等各种因素,对阳光酒店和品牌建设历程进行了介绍,指出了阳光品牌建设成功的经验,并对阳光韶牌目前现状进行了深入分析,主要包括品牌设计、品牌定位、品牌传播、品牌经营等四个方面诊断其品牌建设方面的不足之处,着重从CIS调整、特色产品和个性化服务、员工培训和企业文化、细分市场和品牌多元化、资源整合和适度扩张等五个方面,有针对性地提出提升阳光酒店品牌建设方面的应对策略,并对实施环节涉及到的步骤、重难点进行了分析,并提出了相关建议。
[Abstract]:With the advent of the network age, our tourism industry has begun to benefit from the rapid growth of business tourism. Star hotels have experienced unprecedented vigorous development and rising trend. Behind the rapid growth of star hotels, there is an inevitable brand crisis. Some star hotels have a weak sense of service and a weak sense of management. In addition, foreign hotel chain groups have made a big push into the domestic market, and local star hotels are facing greater survival challenges. At the same time, more and more hotels are beginning to attach importance to brand building and cultivate the cultural characteristics of enterprises. Enterprise standardization and individualized service were strengthened, and gradually formed scale and brand effect, and began to change from single hotel to chain brand. The Sun Hotel, part of PetroChina's China Oil Group, is a large hotel group with hotel tourism as its core business. In 2007, with the help of PetroChina's determination to integrate the tertiary industry and revitalize the industry's hotel resources, The The Sun Hotel Group started from the Sunshine Mansion in Gansu Province. With the support of CNPC's management, it quickly integrated more than 50 hotels or hostels within the CNPC system by clarifying property rights and corporate governance relationships. Through the establishment of a unified brand identification system, Abstract and deepen sunshine culture, strengthen hotel service and management level, do well in the spread and extension of The Sun Hotel brand, in the fierce market competition, gradually formed a local star hotel chain brand with high visibility. Based on the related theories of hotel culture, brand management and enterprise strategic management, this paper expounds the related concepts of hotel and brand, synthesizes the internal and external environment, and so on. This paper introduces the history of The Sun Hotel and brand construction, points out the successful experience of sun brand construction, and analyzes the present situation of Sunshine Shao brand, including brand design, brand positioning, brand communication, etc. The four aspects of brand management are to diagnose the shortcomings of its brand building, focusing on the adjustment of CIS, characteristic products and personalized services, staff training and corporate culture, market segmentation and brand diversification. In the five aspects of resource integration and moderate expansion, this paper puts forward the countermeasures to improve the brand construction of The Sun Hotel, analyzes the steps involved in the implementation, and puts forward some relevant suggestions.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;F719

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