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本文通过文献调查和案例分析法并理论与实际相结合的方法,运用品牌战略及多品牌战略的相关理论,对华住酒店集团实行多品牌战略的动因、结构和趋势等进行详细的分析,希望能从华住酒店集团的品牌战略的分析中给我国酒店集团的发展带来启示。
This article analyzes the motivation, structure and trend of multi-brand strategy of Hua Sum Hotel Group by means of literature investigation and case analysis and the theory and practice of brand theory and multi-brand strategy, and hopes Can bring enlightenment to the development of China’s hotel group from the analysis of the brand strategy of China Lodging Group.