进入二十一世纪以来,我国的市场竞争力不断的加大,在产品方面出现了高度的同质化现象,这对于企业的管理者来说对于品牌的管理就显得更加的重视。从实际情况来看,我国的酒店行业的发展相对于国外而言还比较晚,在发展的体系上没有达到完善,一些酒店的管理者对于品牌的管理虽然有了重视,但在具体的操作过程中会由于各种因素的影响最终没有得到落实,这些现状很值得我国的酒店行业的管理者关注。本文主要就当前我国的酒店品牌管理的现状进行分析,以如家酒店作为研究的对象加以探究,希望能够通过此次的研究对这一领域能够起到实际的指导作用。 Since entering the 21st century, the market competitiveness of our country has been constantly increasing, and there has been a high degree of homogeneity in the products. This has paid more attention to brand management for the managers of enterprises. From the actual situation, the development of China’s hotel industry is relatively late in terms of foreign countries, in the development of the system did not achieve perfection, although some hotel managers have paid attention to the brand management, but in the specific operation process In the final due to the impact of various factors have not been implemented, these conditions are worth the attention of our hotel industry managers. This article mainly analyzes the current status of hotel brand management in our country, explores the hotel as the research object, and hopes to be able to play a practical guiding role in this field through this research.