我国经济型饭店品牌建设的现状、问题及对策 会展毕业论文.docVIP

我国经济型饭店品牌建设的现状、问题及对策 摘 要 随着中国旅游业尤其是国内旅游的迅速发展，饭店业出现了一种新的住宿业态——经济型饭店，它填补了星级饭店与社会旅馆之间的空白，成为业界新贵。在外资和外国经济型饭店品牌大举进军中国市场的形势下，经济型饭店的竞争异常激烈，竞争形态已由产品竞争迈向文化、品牌竞争的高级阶段。但我国经济型饭店仍以单体经营为主，经营者无意树立自己的品牌，导致人们对经济型饭店产生“低档次、低价格、差卫生”的误解，认为和普通宾馆差不多，都是让人住得不放心。文章分析了我国经济型饭店品牌建设的现状和品牌建设的必要性，并针对品牌建设中存在的问题，从品牌意识、差异化、成本、海外市场等方面提出了相应的对策，不断壮大我国经济型饭店品牌，使它在国际竞争中立于不败之地。 关键词：经济型饭店；品牌建设；现状；问题；对策 The Actualities, Problems and Countermeasures of Brand-building of Economy Hotel in China Abstract With the rapid development of Chinese tourism especially domestic tourism, the hotel industry presented one kind newly to stay the karma condition -- economic hotel particularly, it has filled between the star-level hotel and the social hotel blank, became the field person with newly acquired wealth. In the foreign capital and the external economic hotel brand enters the Chinese market on a large scale under the situation, the economic hotels competition is exceptionally intense, the competition shape has advanced to cultural, the brand competition higher phase by the product competition. But our country economic hotel still by the monomer management primarily, the operator had no intention to set up own brand, causes the people to the economic hotel production ‘the low scale, the low price, the bad health’ misunderstanding, thought that is similar with the ordinary guesthouse, is lets the human live did not feel relieved. The article has analyzed our country economic hotel brand construction present situation and the brand construction necessity, and aims at the question which in the brand construction exists, from aspects and so on brand consciousness, variation, cost, overseas market proposed the corresponding countermeasure, expands unceasingly our country economic hotel brand, causes it to be in an impregnable position in the international competition. Keywords: Economic hotel; Brand-building; Actualities; Problems; Countermeasures 目 录 摘要………………………………………………………………………………………………I Abstract……………………………………………………………