【毕业论文】汉庭快捷酒店品牌运营管理研究资料.docVIP

 毕业设计（论文） 题目： 汉庭快捷酒店品牌运营管理研究  汉庭快捷酒店品牌运营管理研究 摘 要 随着国内外知名经济型酒店如锦江之星、汉庭、汉庭、7天等迅猛发展的同时，各地经济型酒店也如雨后春笋般迅速发展，并形成了国内、国际知名品牌与区域性经济型酒店三足鼎立的局面。尽管经济型酒店占据一定的市场份额，但从目前来看，其发展遭遇一定的困境，特别表现在品牌认知度上，网络营销力量薄弱，且对第三方平台依赖太强，这样没有属于自己平台没法打造令人深刻的品牌，扩充不了影响力。因此，必需加强酒店品牌运营管理来顺应世界酒店业的快速发展。品牌运营可以帮助酒店获得良好的声誉和形象，提升酒店的凝聚力，提高自身的竞争力。而且随着品牌时代的到来，人们的消费观念在不断改变，品牌运营能够满足顾客更高层次的心理需求，使顾客更加注重品牌效应给他们带来的独特体验。笔者在本课题中旨在前人研究的基础上，围绕国内知名品牌汉庭快捷酒店来研究我国经济型酒店品牌运营的问题与发展战略。 关键词：品牌运营；竞争力；发展战略 Home Inn brand operation and management study Abstract Along with the domestic and foreign well-known Econo Hotel as Jinjiang inns， home， hotel， 7 days， rapid development at the same time， everywhere like bamboo shoots after a spring rain Econo Hotel also developed rapidly， and the formation of the domestic， international brands and regional Econo Hotel a situation of tripartite confrontation situation. Although the Econo Hotel to occupy certain market share， but from the current perspective， its development encounter some difficulties， especially in brand awareness， network marketing force is weak， and the third party platform dependence is too strong， so do not own platform cant create impressive brand， expand not influence. Therefore， must strengthen the hotel brand management to adapt to the rapid development of the World Hotel industry. Brand operation can help the hotel won a good reputation and image， promote the cohesion， enhance the competitiveness of their own. But with the arrival of the era of brand， people in the ever-changing consumer attitudes， brand operation can meet customers higher levels of psychological needs， so that customers pay more attention to brand bring them a unique experience. The author in this paper aimed at the basis of previous studies， around the domestic well-known brand Home Inn Econo Hotel brand operation in China to study the issues and development strategy. Key words: brand； competitiveness； development strategy 目 录 1前言 1 1.1研究背景与目的.............................................