【作者】 白键；

【导师】 秦启文；

【作者基本信息】 西南师范大学 ， 马克思主义理论与思想政治教育， 2003， 硕士

【摘要】 21世纪初，众多国际旅游集团已开始把战略与业务重点投向亚太地区，中国的旅游业尤其是作为其“三大支柱”之一的酒店业，其投资规模及效益均以每年近10％的速度递增。重庆在新兴直辖市和西部大开发中心城市的双重背景下，自然也成为国际旅游集团纷纷抢滩之地，这无疑把激战正酣的酒店业竞争推向更加白热化的状态。21世纪是个性化的时代，塑造形象，以形象制胜是企业在生存与发展的竞争中的必由之路，作为服务型企业的酒店尤应如此。本文以本土酒店在重庆市民心目中的印象和本土酒店内部员工对形象的认知两项调查为基础，对重庆本土酒店是否已有形象意识，是否已在形象塑造方面抢占先机，作了一点初浅的实证性探讨，并力求为重庆本土酒店找到适合自己发展的个性化道路贡献一些基本的思路。 全文共分五个部分： 第一部分，问题背景。介绍国际品牌酒店对中国酒店的冲击，阐述对重庆本土酒店形象进行调查研究的缘由，分析CI在中国酒店业的运用情况和现阶段酒店形象研究的文献。 第二部分，酒店业的发展趋势及重庆酒店业的现状描述。通过对酒店业的发展趋势和重庆酒店业现状的描述，指出重庆本土酒店塑造形象、走个性化发展道路的必然性。 第三部分，酒店塑造形象的现实价值。介绍酒店形象的概念、特征及要素。从“内求团结、外求发展”及经济、政治、文化的三维角度阐明酒店形象的价值。 第四部分，本土酒店形象的初步调查与分析。对重庆本土酒店在外部公众心目中的形象和本土酒店内部员工对酒店形象的认知作调查，指出本土酒店塑造形象的必要性；简单描述了本土酒店在形象建设方面已开展的工作和不足之处以及本土酒店 重庆本土酒店形象的初步调查分析与塑造研究彼此之间的差异。 第五部分，重庆本土酒店形象塑造－－－－IS。介绍CIS的基本理论知识；指出本土酒店应结合自身的历史、文化及重庆文化等因素来定位自己的形象并以此确定CI的导入：指出了本土酒店导入CI应依从的几个基本原则：民族化原则、个性化原则、同一化原则、文化性原则、全面性原则。 本文通过对重庆本土酒店的两项调查，以酒店历史、酒店的经营现状、酒店的CI导入情况等为参数描述了本土酒店在形象建设方面己开展的工作和不足之处以及本土酒店彼此之间的差异；同时在形象战略的核心部分——形象定位中提出，本土酒店应结合自身的历史、酒店文化及重庆文化等塑造自己鲜明的具有个性化的形象。因此，本文具有较高的实践价值。更多还原

【Abstract】 In the early of 21st century, lots of international tourism groups begin to put their main points of strategy and business to Asian-Pacific area. Tourism in China, especially hotel industry, has increased its investment and benefit almost by 10% annually. Chong Qing, being both a newly-born municipality and the center city of the Western Development, is undoubtedly noticed by some international tourism groups. That inevitably makes the competition of the hotel industry which itself has already been very sharp become more serious. 21st century is an era of characteristic, so it is not at all surprising to win the market by building the image, especially for hotel industry, which is one of the service trades. Based on two items of survey, which are impression of the indigenous hotels in the mind of the people in Chong Qing and understanding of image by the staff members there, this article deals with some problems of the indigenous hotels. It will discuss whether the leaders of the indigenous hotels in Chong Qing have already realized the importance of image and tried to be the first to build the image, so that they could find out their own characteristic way.The full text is divided into 5 parts.Part 1: Background. In this part, it deals with the impact given by the famous brand hotels to the hotel industry in China, gives the reason for analyzing and building the image of the indigenous hotels in Chong Qing and analyzes how CI works in the hotel industry in China and the document on the image of hotels nowadays.Part 2: Development tendency and description of the present hotel industry in Chong Qing. It points out the necessity to characterize the indigenous hotel in Chong Qing by way of describing the development tendency and the current situation in Chong Qing.Part3: The practical value of image-building. Introduces the concept, character and the essential factors of image of hotel. It examines the value of the image from the aim at developing while uniting as one and from three-dimensional point of views, that is economy, politics and culture.Part4: The primary survey and analysis about the image of the indigenous hotels. It makes an investigation into the impression of the indigenous hotels in the mind of the public and the realization of the indigenous hotels by the staff. According to the result of the survey, it shows the urgency to build the image of the indigenous hotels and simply descript the works already done and the difference of the indigenous hotels.Part5: The image-building of the indigenous hotels in Chong Qing through CIS. It points out the indigenous hotels should build their image through combining their history, culture about hotel and culture in Chong Qing and these decide the applying CI. It demonstrates the chief principles of applying CI, that is the principles of nationalism, characterization, identity, civilization and comprehension.On the basis of two items of survey about the indigenous hotels in Chong Qing , simply descript the works already done and the difference of the indigenous hotels by the history of hotel, the management of hotel and the applying of CI, and so on. Meanwhile, it puts forwards an idea that the indigenous hotels in Chong Qing could show their characteristic image through combining their own development with culture about hotel and culture in Chong Qing. So the image-building of the hotel possesses highly practical value.更多还原