华侨城酒店集团品牌战略及实施研究-工商管理专业论文.docxVIP

摘要随着科技的发展，酒店业的同质化程度越来越高，品牌成为消费 摘要 随着科技的发展，酒店业的同质化程度越来越高，品牌成为消费 者选择的重要依据，品牌战略正成为酒店业日益关注的一个焦点。本 文采用企业内部访谈的方法，获得了大量的数据资料，并运用了定性 和定量相结合的方法以及SWOT分析法对华侨城酒店集团的经营状 况进行了系统分析，在结合品牌战略理论学习的前提下，利用本人在 酒店业多年的实践经验联系实际进行研究。论文的创新之处在于：针 对华侨城酒店品牌战略的实施情况，为酒店设计了具有可操作性和针 对性的品牌增值战略。 本文首先分析了华侨城酒店集团的外部环境和内部因素，提出华 侨城酒店集团实施品牌战略的必要性，在此基础上从品牌价值、品牌 定位、品牌传播、品牌联合、品牌延伸和品牌维护六方面着手对酒店 品牌战略的实施情况进行深入研究，接着在评估了华侨城酒店集团品 牌的运营能力之后，针对华侨城酒店集团品牌运营中存在的不足之处 提出四个增值方案的建议：通过体验式营销增加华侨城酒店集团的品 牌价值、通过品牌识别系统扩展华侨城酒店集团的品牌空间、通过品 牌整合拓展华侨城酒店集团的品牌传播以及通过营销．运营平衡提升 华侨城酒店集团的品牌资产价值。 关键词 酒店业，品牌，品牌战略 ABSTRACTThe ABSTRACT The homogeneity level of today’S hotel industry has become higher and higher along with the fast development of technology,making the brand of hotel a very important factor that affects choices of customers． The steady increase in market shares of the international brand hotel leads to more and more intensive competition in our current domestic hotel market．Therefore，a good brand strategy will be an important and effective method to exploit and occupy today’S highly competitive hotel markets． In this thesis，the OCT Hotel Group will be used as a model to investigate how to apply successful hotel brand strategies．I first discussed the extemal and internal factors which influence the OCT Hotel Group and brought the necessity of carrying out the branded strategy．The status of current operation for hotel brand strategy has been systematically studied from brand value，brand positioning，brand spreading，brand combination，brand extensions，and brand maintenance six aspects．In the light of current insufficient implement of brand strategies in OCT Hotel Groups management，proposed are four value—adding solution schemes：(1)Increase the brand value of OCT Hotel Group by experiential marketing．(2)Extend the brand by developing the brand recognition system．(3)Expand the spread of the OCT Hotel brand by brand integration．(4)Maintain and increase the brand value through the equilibrium between operation and marketing in the hotel manage