| 经济型酒店品牌识别实证分析 |
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| 引用本文： | 刘小燕,赵军.经济型酒店品牌识别实证分析[J].经济与管理,2010,24(6):48-52. |
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| 作者姓名： | 刘小燕 赵军 |
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| 作者单位： | 1. 湖北财税职业学院,工商管理系,湖北,武汉,430064
2. 华中科技大学武昌分校,工商管理系,湖北,武汉,430070 |
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| 摘 要： | 利用Schmitt和Simonson（1997）从营销美学角度提出的品牌识别模型,结合国内经济型酒店的实际特征和品牌识别相关理论建立本研究适用的品牌识别模型,同时以武汉地区经济型酒店为实证研究对象对模型进行分析并得出：经济型酒店采用好的道具会降低消费者对其品牌的消费,拥有好的产品会提高满意度,采用好的宣传会提升消费者对其品牌满意度。
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| 关 键 词： | 经济型酒店 品牌识别 模型 |
Empirical Analysis on the Brand Identification of the Economical Hotel |
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| Liu Xiaoyan,Zhao Jun.Empirical Analysis on the Brand Identification of the Economical Hotel[J].Economy and Management,2010,24(6):48-52. |
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| Authors: | Liu Xiaoyan Zhao Jun |
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| Institution: | 1.Hubei Finance Professional Institute,Wuhan 430064,China;2.Department of Business Administration,Huazhong Science and Technology University,Wuhan 430070,China) |
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| Abstract: | Using the Schmitt and Simonson model of the brand recognition model which proposed from the marketing esthetics angle,then united domestic economy hotel actual characteristic and the brand recognition correlation theories,we can establish this suitable brand recognition model,simultaneously take the family quick hotel in Wuhan area as the empirical study object to the model.We can see that using the good stage property will decrease the consumption of customers to the brand of economical hotel,holding the good products will increase the satisfication degree and adopting the good propagation will promote the customers＇ satisfication to the brand. |
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| Keywords: | economical hotel brand identity model |
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