我国经济型酒店品牌差异化研究

发布时间：2018-06-22 02:26

本文选题：经济型酒店 + 品牌差异化　；参考：《河北大学》2012年硕士论文

【摘要】：近两年，我国经济型酒店一夜之间开遍了大街小巷，成为我国酒店行业的新星。我国最早的经济型酒店是以复制西方国家的经济型酒店的模式发展起来的。1996年，锦江集团推出国内首家经济型酒店——锦江之星，到现在的各大经济型酒店的连锁经营，它们各具特色，差异化经营，塑造自身的品牌优势。经济型酒店在中国已发展了10多年，尤其是近几年的成长速度引起了广泛的关注。本文首先分析了国内经济型酒店存在的现状，发展速度之快，但是存在了很多问题。比如整体经营体制不完善、管理经验缺乏、人力资源不足等，进而对我国品牌酒店的现状进行了分析。虽然我国品牌经济型酒店的寡头雏形已初步形成，并且开始了全面向二三线城市的扩张，但同时也存在很多问题，导致我国经济型酒店的总体品牌影响力不够，不足与国际品牌并肩。虽然有问题存在，但不能说明品牌没有影响力，尤其是对我国大量存在的单体酒店来说。文章接下来对国内比较知名经济型酒店的差异化管理进行分析，比如锦江之星以产品质量为重，如家以标准化管理为纲，格林豪泰从顾客需求的细节入手，汉庭从服务上就开始细分，还有不乏布丁的乐活方式，倡导消费者绿色消费等。在研究的过程中找出了品牌差异化成功背后的共同点，，以此提出了对经济型酒店发展现状的建议，希望可以给经济型酒店的发展带来借鉴的意义。最后得出结论，经济型酒店要想成功就要走连锁化道路，标准化管理要跟上，酒店文化要深入人心，还要加强与国外经济型酒店的沟通交流，加强信息技术的支持，并且建立庞大的销售网络，实现网络化的销售。
[Abstract]:In the past two years, economic hotels in China have opened all over the streets overnight, becoming a new star in the hotel industry. The earliest economic hotels in China were developed by replicating the economic hotels in western countries. In 1996, Jinjiang Group launched the first economic hotel in China-the Star of Jinjiang. They have their own characteristics, differentiated management, shaping their own brand advantages. Economic hotels have been developed in China for more than 10 years, especially in recent years. This article first analyzes the present situation of the domestic economy hotel, the speed of development, but there are a lot of problems. For example, the whole management system is not perfect, the management experience is short, the human resource is insufficient, and the present situation of the brand hotel in our country is analyzed. Although the oligarch embryonic form of our country's brand economy hotel has formed initially, and has begun to expand to the second and third tier cities in an all-round way, but at the same time there are also many problems, which leads to the lack of overall brand influence of the economy hotel in our country. Lack of international brands side by side. Although there are problems, it does not mean that the brand has no influence, especially for the large number of individual hotels in China. The article then analyzes the differentiated management of well-known economic hotels in China. For example, Jinjiang Star focuses on product quality, such as standardized management at home, and Greentree starts with the details of customer demand. Hanting from the service began to subdivide, there are no lack of pudding way to live, advocate consumer green consumption, and so on. In the course of the research, we find out the common ground behind the success of brand differentiation, and then put forward some suggestions on the present situation of economic hotel development, hoping to bring the significance of reference to the development of economic hotel. Finally, it is concluded that if economic hotels want to succeed, they must take the chain-like road, the standardized management should keep up, the hotel culture should be deeply rooted in the hearts of the people, the communication and exchange with foreign economy hotels should be strengthened, and the support of information technology should be strengthened. And build huge sale network, realize network sale.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F273.2;F719

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