谈如何提高饭店企业的核心竞争力论文.doc

湖南工业职业技术学院 Hunan Industry Polytechnic 毕 业 论 文 题 目 谈如何提高饭店企业的核心竞争力 系 名 称 商贸旅游系 专业及班级 酒店管理S2011- 1 学生姓名 曾林芝 学 号 33 指导教师 尚晓丽 完成日期 2014 年 5 月 26 日  摘 要 从这几年我国酒店业的发展情况看，能在较长时间里保持较快发展速度的，主要是品牌的推动。品牌是提升饭店核心竞争力的重要标志，品牌具有非常可观的价值，是企业无形资产的核心。酒店品牌的要素是优质的服务，严格的管理，有效的经营，高额的市场占有率，鲜明的企业形象和识别标志，以及优良的企业精神和企业文化。有品质才有品牌，但凡成功的品牌，无不将品质建设视为重中之重。酒店品牌的打造是靠技术、创新、人才和文化内涵打造出来的。打造酒店品牌的方法根据品牌建设的“DCPA（传播、认知、实践、认同）循环”。 品牌传播（品牌传播只是一种方式，让顾客初步了解的途径）、品牌认知（针对性地了解顾客在品牌传播后的效果，最大限度的了解客人的需求）、品牌实践（品牌建设的核心内容就是品牌实践，通过最直接的方式：试睡、服务等传递品牌内涵，让顾客尝试富有特色的服务后，增加对品牌内涵的记忆。）、品牌认同（顾客经历品牌认知、品牌实践后，对酒店特色的认可程度）。 关键词：、核心竞争力、品牌、打造 ABSTRCTS Looked from the development of hotel industry in our country in recent years, can in a long time to maintain a rapid development speed, mainly is the brand. Brand is an important symbol of enhancing core competitiveness of hotel, the brand has very considerable value, is the core of enterprise intangible assets. Hotel brands are the elements of the high quality service, strict management, efficient management, high market share and distinctive corporate image and logo, and excellent enterprise spirit and culture. There are have a quality brand, but every successful brand is a priority for the construction of quality. Hotel brand building is to rely on technology, innovation, talent and cultural connotation of building. Make method according to the brand construction of the hotel brand DCPA (communication, cognition, practice, identity) cycle. Brand communication, brand communication is a kind of way, make the customer preliminary understanding of the way), brand recognition, the effect after the specific understanding of the customers in the brand spread, maximum limit to understand the needs of the guests), brand (brand construction is the core content of the brand practice, through the most direct way: try to sleep, service