2014工商管理本科毕业论文.docVIP

工商管理本科毕业论文 内容摘要 本文围绕把锦江国际集团创建为一个国际著名饭店管理品牌的主题展开研 究，在研究架构上，主要以锦江品牌过去、现在和未来的时间发展顺序来架构， 整个研究文章分四大部分：在对与品牌相关的基本理论阐述的基础上，回顾总结 锦江品牌形成的历史过程及其品牌丰富内涵，审视揭示了现阶段实施锦江饭店品 牌战略所面临的一些亟待解决的瓶颈问题，进而思考提出了如何努力把锦江品牌 构建为饭店管理的世界著名品牌的战略对策措施。 在研究方法上，主要采取了三种方法：一是文献资料参考法，查阅了有关锦 江品牌发展的历史资料以及现状材料，查阅了有关品牌及其相关问题的一些书 籍、刊物和网上文章，了解事实，掌握理论，以便理论联系实际。二是案例分析 法，剖析了一些国际饭店管理公司实施品牌战略的情况，更好地知已知彼，并借 鉴成功经验为我所用，“他山之石，可以攻玉”。三是中外比较法，围绕中外饭 店管理的品牌竞争力问题进行了对比分析，在综合分析基础上，明确锦江的现实 差距和努力方向。 关键词 锦江品牌饭店品牌品牌战略 Abstract At present, Jinjiang International Management Co., Ltd has been the Number one company of China top ten restaurant companies. This paper expands researches encircling the topic of establishing an international notable brand for Jinjiang Intemational Management Co., Ltd. It reviews the historic formative process of Jinjiang Brand and summarizes the rich contents ofthe brand, it scans and posts some bottle-necks that need to be solved urgently for Jinjiang International. And then puts forward the strategies and countermeasures that how to establish the world famous brand for Jinjiang as a restaurant management company. I mainly chose three research methods: the first one is Literature Data Reference Method. I referred to historical and current materials about the development of Jingjiang Internationals brand, including books, journals and internet. The second is Case Analytical Method. I analyzed some cases about some international hotel companies and their brand strategies, and use their successful experience for reference. The third is Comparative Method. I compared and analyzed the brand competition issues about the management of China and foreign countries hotels. Basing on the synthetical analysis, I made clear the realistic gap and struggling direction of Jingjiang. 目 录 内容摘要.....................................................3 ABSTRACT.....................................................4 文献综述......