我国旅游饭店的品牌经营研究

【作者】 马飞；

【导师】 杨永平；

【作者基本信息】 西北大学 ， 旅游管理学， 2002， 硕士

【摘要】 我国加入我WTO之后，饭店业的竞争越来越激烈，品牌将成为决定饭店竞争力的的关键因素。我国的大多数旅游饭店都没有建立完整的品牌经营系统，而与我们竞争的国际饭店集团不仅拥有先进的品牌经营理念和丰富的经验，而且具备成熟的品牌经营体系。本文针对我国旅游饭店的不足，在分析品牌经营成功饭店经验的基础上，总结出我国旅游饭店进行品牌经营的体系，并提出了品牌经营应当关注的两个新理念。文章分为四部分： 首先，论文对现有的品牌理论进行了较为系统地阐述，并概括了我国旅游饭店进行品牌经营的现实意义和长远意义。 第二，分析了我国旅游饭店进行品牌经营的障碍和深层次的原因，然后通过考察强势品牌的饭店，总结出它们成功的经验和对我们的启示。 第三，论文提出了我国旅游饭店进行品牌经营的思路，包括品牌的合理定位、品牌的理性扩张(合理进行品牌延伸并大力发展民族饭店集团)、品牌的周密维护(四个方面的努力)、品牌经营创新(五个创新)。 第四，指明我国旅游饭店进行品牌经营需要重视的两个理念：饭店品牌与企业文化的融合和饭店品牌的互联网建设。对品牌文化的特征、饭店品牌与企业文化融合的具体操作以及互联网品牌建构进行了深入分析。 论文在借鉴别人研究成果的基础上，进行了以下创新： 第一，提出了比较完整的品牌经营体系。 第二，提出了品牌经营创新的观点。在服务创新、品牌管理创新、品牌的国际创新、企业文化创新、品牌宣传创新等几个方面进行了探究。 第三，论文提出了品牌经营应当关注的两个新理念：旅游饭店品牌与企业文化的融合和互联网品牌策略。更多还原

【Abstract】 The competition in the accmmodation indursty is becoming more and more fury since our country joined WTO. The brand is one of the most important factors to decide the competitive capacity of a hotel. Most of the hotels in our country haven’t built the integrated system of brand management, while the international hotel groups competing with us not only possess of advanced conceptions and abundant experiences, but also have mature system of brand management. Based on the insufficiency of internal hotels and the experience of overseas ones, the paper sums up the system of brand management and brings forward two new ideas. The article consists of four parts:Firstly, the paper gives a overall decription of brand theory and points out the meaning of brand management.Secondly, the paper studies the behindhand actuality and reasons of internal hotels’ brand management. Then it analyze the blest cases.Thirdly, the paper sums up the feasible brand management system of internal hotels. It includes correct brand orientation, rational brand expanion (brand spread and hotel groups), thorough brand maintenance (four aspects) and innovation of brand management (five aspects).Finally, the paper brings forward two new ideas. They are fusion of brand and enterprise culture and the brand construction based on Internet.It analyzes the operation details of the two ideas.The paper uses for reference of others’ research fruits, and also has some creative ideas.The first creative idea is that the paper sums up the integrated system of brand management.The second is that it brings forward the idea of the innvation of brand management, which includes service, management, international, culture and propaganda innovation.The third is that the paper points out two new ideas of brand management.更多还原