| 对中国本土酒店实施品牌经营战略的思考 |
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| 引用本文： | 邵晓慧.对中国本土酒店实施品牌经营战略的思考[J].企业活力,2009(12). |
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| 作者姓名： | 邵晓慧 |
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| 作者单位： | 湖南文理学院资源环境与旅游学院 |
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| 基金项目： | 2008年湖南文理学院校级科研项目“后奥运时代内资旅游饭店的营销策略研究”的阶段性成果 |
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| 摘 要： | 2008年北京奥运会后,金融危机爆发并波及全球,使得中国酒店业面临着严峻的挑战。在这一经济环境下,中国本土酒店只有通过品牌建设,实施品牌经营战略,来强化内部管理,整合企业资源,才能在竞争中求得生存与发展。针对中国本土酒店在品牌经营中所存在的问题,可以从四个方面来实施品牌经营战略:树立现代经营意识、争创酒店名牌;精确品牌定位,凸显品牌形象;培育品牌核心竞争力,增强品牌竞争优势;进行集团化经营,发展民族饭店。
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| 关 键 词： | 品牌 创建品牌 品牌经营战略 本土酒店 |
On How China Local Hotels Implement Brand Operation Strategy |
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| Shao Xiao-hui.On How China Local Hotels Implement Brand Operation Strategy[J].Enterprise Vitality,2009(12). |
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| Authors: | Shao Xiao-hui |
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| Institution: | Shao Xiao-hui (College of Tourism; Resources and Environment Science; Hunan University of Arts and Science; Changde 415000; China); |
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| Abstract: | China local hotels are faced with more formidable challenges with the eruption and sweeping through the world of financial crisis after the 2008 Olympic Games of Beijing.Under such an economic condition,China local hotels have to implement brand operation strategy in branding so as to strengthen internal management and integrate their resources.Only in this way can China local hotels survive and develop in the severe competition.On the basis of the existing problems arising in brand operation,the author s o... |
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| Keywords: | brand branding brand operation strategy China local hotels |
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