摘要
洲际集团与香格里拉酒店集团在我国的扩张区位选择、品牌扩张、扩张模式上,既存在相似的地方也有差异之处。我国饭店集团要走向世界,不仅要走出品牌观念误区,明确企业发展重心,更要饭店企业和政府共同促进知识资本的合理流动、投资和整合。
In China,Intercontinental Group and Shangri-La Hotel Group have similarities and differences in respect of their choice of location,their strategy of brand expansion,and their mode of expansion.To realize the ambition of going global,Chinese hotel groups not only should walk out of the erroneous zone of their brand notion and be clear about the focus of their enterprise＇s development,but should also work with the government to ensure reasonableness in the flow and investment of their knowledge and capital,as well as in the integration of their resources.
出处
《宜宾学院学报》
2011年第5期40-42,共3页
Journal of Yibin University
关键词
品牌扩张战略
洲际集团
香格里拉酒店集团
比较
brand expansion strategy
Intercontinental Group
Shangri-La Hotel Group
comparative study
