通过对我国酒店业品牌建设现状的分析,归结我国酒店品牌建设存在的问题,并分析其成因。其次,引用国内外知名酒店品牌建设的成功案例,分析其品牌建设的成功之处加以借鉴。最后,论述建立酒店品牌体系的一整套的流程步骤,主要包括品牌发现及定位、品牌理念梳理、品牌标准制定、品牌的全方位推广、品牌维护、品牌扩张等几大环节。 Through the analysis of the status quo of China’s hotel industry brand building, we can conclude the problems in the hotel brand building in our country and analyze its causes. Second, the successful case of well-known hotel brand construction at home and abroad is cited, and the successful part of brand building is analyzed. Finally, it discusses the whole set of process steps to establish a hotel brand system, including several steps such as brand discovery and positioning, brand concept, brand standard formulation, brand promotion, brand maintenance and brand expansion.