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2008年北京奥运会后,金融危机爆发并波及全球,使得中国酒店业面临着严峻的挑战。在这一经济环境下,中国本土酒店只有通过品牌建设,实施品牌经营战略,来强化内部管理,整合企业资源,才能在竞争中求得生存与发展。针对中国本土酒店在品牌经营中所存在的问题,可以从四个方面来实施品牌经营战略:树立现代经营意识、争创酒店名牌;精确品牌定位,凸显品牌形象;培育品牌核心竞争力,增强品牌竞争优势;进行集团化经营,发展民族饭店。
After the 2008 Beijing Olympic Games, the financial crisis broke out and spread all over the world, making China’s hotel industry face severe challenges. In this economic environment, Chinese domestic hotels can only survive and develop in the competition only through brand building and implementation of brand management strategies to strengthen internal management and integrate corporate resources. Aiming at the problems existing in the operation of local brands in China, the brand management strategies can be implemented in four aspects: building up the awareness of modern management and striving for the brand name of the hotel; accurately positioning the brand and highlighting the brand image; cultivating the brand’s core competitiveness and enhancing the brand Competitive advantage; Group operations, the development of national restaurants.