摘要
品牌扩张已经成为国内外饭店集团迅速拓展市场网络、增强企业实力的重要途径之一。如何科学、高效地实施品牌扩张战略已成为业界研究的热点。详细阐释饭店集团实施品牌扩张的重要战略意义;提出饭店集团品牌扩张的战略模型以及我国本土饭店集团具体的品牌扩张路径选择。
Brand expansion has become one of the main channels to expand market network and improve core competence of hotel groups in China. It is very important to research how to dispose effectively brand resources in the development strategies of hotel groups. First, the theory basis of brand expansion is illustrated; Secondly, the four key elements are connected together, which systematically construct the model of route choices of hotel groups＇ brands expansion. Finally, the route choices of brands expansion for hotel groups are offered according to the market practices in China.
出处
《重庆交通大学学报（社会科学版）》
2007年第3期62-64,共3页
Journal of Chongqing Jiaotong University:Social Sciences Edition
