摘要
近年来,经济型连锁酒店在我国发展迅速,一些国际知名品牌进入国内市场,市场竞争非常激烈。我国经济型连锁酒店要在激烈的竞争中立于不败之地,必须创建属于自己的品牌,树立良好的品牌形象,走适合自己的特色品牌发展道路。论文总结了我国经济型酒店的发展现状,分析了经济型酒店品牌建设中存在的问题,比较深入地探讨了经济型酒店的品牌建设内涵,并从品牌定位、营销网络建设、品牌维护与管理等几方面提出了品牌建设的对策。
In recent years,Budge hotel chains in China have developed rapidly. Therefore,a number of world-famous brands get into Chinese market. And competition is getting more and more fierce. In order to win in this competition,budget hotel chains in China have to complete the following jobs:brands of their own have to be established; a good brand image has to be found; brand development has to be suitable to their own characters. This paper,based on present situation of these hotels,analyzes problems in establishment of this chain. And this paper also studies connotation of brand establishment. Some measures for establishing brands are put forward in the following points:brand orientation; brand establishment; brand connotation.
关键词
经济型连锁酒店
品牌建设
品牌内涵
budget hotel chain
brand establishment
brand connotation
