论中国本土酒店集团的品牌构建.docVIP

论中国本土酒店的品牌构建—— 以西安唐华宾馆为例 摘要：随着全球化的发展，我国旅游业呈现加速发展的趋势，旅游业的发展带动酒店产业的发展，酒店之间出现竞争，而在当代，酒店行业的竞争日益趋向于一种高品质竞争，而其竞争的本质就是文化与品牌的竞争。消费者在消费过程中需要一种文化的享受，一种品牌的氛围，而这种氛围的需要就催生了酒店建立属于自身的品牌文化，现如今酒店品牌文化的构建与发展越来越成为酒店发展的主流模式之一。 笔者以西安唐华宾馆为例，以实地考察为基础，通过文献研究方法结合案例分析法对西安唐华宾馆的品牌文化经行分析，得出西安唐华宾馆在品牌文化构建方面存在如下问题：首先，酒店对自身品牌构建缺乏创新力，没有对自身品牌文化进行深层挖掘。其次，在酒店自身产品设计上没有突显酒店文化的标识。最后酒店没有在其自身的管理服务中凸显自身的文化与品牌特色，给消费者一种成千篇一律的服务印象，本文针对唐华宾馆在自身酒店品牌文化构建上出现的问题，提出相应的解决对策，以促进唐华宾馆发展。同时也给予其他主题酒店营销发展以借鉴。 关键词：品牌文化 文化构建 唐华宾馆 Theory of Chinas domestic hotel brand building -- Xi an Tang Hua hotel, for example Abstract: with the development of globalization, the trend of accelerated development of tourism industry in our country, the development of tourism to drive the development of hotel industry, the competition between the hotel, and in the contemporary, the hotel industry competition is becoming more and more tend to be a kind of high quality, and the competition is the essence of culture and the competition of the brand. Need a kind of culture in the process of consumers in the consumer to enjoy, a kind of brand atmosphere, and the need for this atmosphere has led to the hotel to build its own brand culture, the construction and development of nowadays hotel brand culture is more and more become one of the mainstream mode of hotel development. The author Tang Hua hotel in xian, for example, on the basis of on-the-spot investigation, through the literature research method and combining with case analysis of xi an Tang Hua hotel brand culture through the analysis, it is concluded that xi an Tang Hua hotel in the aspect of brand culture to build the following problems: first, the hotel brand building is a lack of innovation, not the deep excavation on the brand culture. Second, in their own product design there are no highlight hotel culture identity. The hotel did not show itself in its own management service culture and brand, service to the consumer in a into the same impression, t