基于手段—目的论的经济型酒店品牌定位研究-旅游管理专业论文.docxVIP

Positioning Positioning Research of Economy Hotel Based on Means—End Theory Abstract Economy hotel／Budget hotel starts from USA．In the developed countries this kind of hotelmotel has developed into an advanced stage。In China．Economy hotel looks like a child but grows up very fast．In the past 1 0 years many economy hotels mushroomed to appear such as Home Inns，Jinjiang Inns and so on．Lots of very famous international economy hotelmotel brand poured into China for example Super 8 and Ibis．It is reported that the supply of the economy hotel is still not enough in China．The development of Our national economy hotel is limited especially in the management improvement and hotel brand positioning．Our peer just focus on the quantity of the hotel not the construction of the hotel brand．The result is that Our economy hotelmotel brands are not as famous as foreign brands．Our target consuillers do not have deep impression about OUr hotel brand．The problem is the method of Our brand positioning． This article analyzes this problem systematically and states several useful methods to consider about economy hotel／motel brand positioning based on the theory of means-end． Firstly,this article focused on the theoretical basis for the deeper research．And then this paper compared the economy hotel with other kinds of hotel for example five star hotels and gives out the competitive advantages and the innovation points of the economy hotel．Secondly,this chapter reviewed the history and the current starts of the economic hotel in the foreign country．The purpose is trying to learn from the other countries and avoid the useless mistakes．Thirdly,the author stated the meaning and the contents of the means·end theory．Put this theory into the industry of the hospitality．On base of this theory the author explain the methods of the brand positioning．At the same time it gives out the shortcoming of the traditional methods of brand positioning．The last paragraph is the final remarks of this paper an