沈阳理工大学学士学位论文
摘 要
随着科技的发展，酒店业的同质化程度越来越高，市场竞争越来越激烈，品牌成为消费者选择的重要依据，品牌战略正成为酒店业日益关注的一个焦点，发展品牌战略可以使企业拥有高市场占有率，提高其竞争力，提高酒店的整体形象。国外的连锁酒店集团已开发完善品牌战略体系，然而我国酒店业对这方面做的还远远不够。
本文以品牌战略的理论为基础，研究了如家酒店在品牌战略上中存在的问题，整个研究文章分四大部分：首先，介绍了品牌战略的定义；其次，介绍了如家酒店的概况和现阶段的品牌战略；再次，分析如家酒店品牌战略中存在的问题；最后，针对如家酒店品牌战中存在的问题给出解决方法。 关键词：如家；品牌；品牌战略
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沈阳理工大学学士学位论文
Abstract
With the development of science and technology, increasing the degree of homogeneity of the hotel industry, the increasingly fierce market competition, the brand has become an important basis of the consumer choice, the brand strategy is becoming increasingly a focus of the hotel industry, the development of the brand strategythe company has a market share, improve competitiveness, and improve the overall image of the hotel. Foreign hotel chain has been developed to improve the system of brand strategy, China's hotel industry in this regard, however, do not go far enough.
In this paper, based on the theory of brand strategy, such hotel brand strategy on the entire research article is divided into four parts: First, the definition of brand strategy; followed, such as hotel profiles and at this stage brand strategy; again, the analysis of the problems, such as hotel brand strategy; Finally, problems exist such as the hotel brand war solution is given.
Key words: RuJia; Brand; Brand Strategy
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沈阳理工大学学士学位论文
目 录
摘 要 .........................................................................................................................................I ABSTRACT .............................................................................................................................. II 如家酒店品牌战略的研究 ......................................................................错误！未定义书签。 引 言 ........................................................................................................................................ 1 1 品牌及品牌战略相关概念 .................................................................................................. 2 1.1 品牌的概念 .................................................................................................................... 2 1.2 品牌的分类 .................................................................................................................... 2 1.3 品牌的特征 .................................................................................................................... 3 1.3.1 品牌属性 ................................................................................................................ 3 1.3.2 品牌利益 ................................................................................................................ 3 1.3.3 品牌价值 ................................................................................................................ 3 1.3.4 品牌文化 ................................................................................................................ 3 1.3.5 品牌个性 ................................................................................................................ 4 1.3.6 品牌用户 ................................................................................................................ 4 1.4 战略的定义 .................................................................................................................... 4 1.5 品牌战略的定义 ............................................................................................................ 5 1.6 品牌战略的意义 ............................................................................................................ 6 2 如家酒店品牌介绍及品牌战略现状 .................................................................................. 8 2.1 如家酒店简介 ................................................................................................................ 8 2.2 如家酒店发展过程 ........................................................................................................ 8 2.3 品牌战略现状 .............................................................................................................. 10 2.3.1 品牌化决策 .......................................................................................................... 10 2.3.2 品牌模式 .............................................................................................................. 10 2.3.3 品牌识别界定 ...................................................................................................... 11 2.3.4 品牌忠诚度 .......................................................................................................... 11 2.4 品牌营销 ...................................................................................................................... 11 3 如家品牌战略中的问题 .................................................................................................... 13 3.1 品牌定位不够细化 ...................................................................................................... 13 3.2 品牌缺乏个性化 .......................................................................................................... 13
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沈阳理工大学学士学位论文
3.3 品牌延伸做的不够 ...................................................................................................... 13 3.4 品牌忠诚度低 .............................................................................................................. 14 3.5 品牌销售网络不完善 .................................................................................................. 14 3.6 品牌人才支撑问题 ...................................................................................................... 14 4 如家酒店品牌战略的建议 ................................................................................................ 16 4.1 细化品牌定位 .............................................................................................................. 16 4.1.1 开发新产品 .......................................................................................................... 16 4.1.2 多品牌差异化 ...................................................................................................... 16 4.1.3 抓住城市发展新机遇 .......................................................................................... 17 4.2 建设富有个性化的品牌 .............................................................................................. 18 4.3 加强品牌延伸 .............................................................................................................. 18 4.4 提升品牌忠诚度 .......................................................................................................... 19 4.4.1 根据顾客需求提供顾客满意的产品和服务 ...................................................... 19 4.4.2 加强品牌质量监控 .............................................................................................. 20 4.5 加强品牌营销 .............................................................................................................. 20 4.5.1 加强广告宣传 ...................................................................................................... 20 4.5.2 开展联合营销 ...................................................................................................... 21 4.5.3 在酒店内标语和宾客用品上加强宣传 .............................................................. 21 4.5.4 完善订房系统 ...................................................................................................... 21 4.6 打造品牌人才支撑体系 .............................................................................................. 21 结论 .......................................................................................................................................... 23 致 谢 ...................................................................................................................................... 24 参考文献 .................................................................................................................................. 25 附 录A .................................................................................................................................. 26 附 录B................................................................................................................................... 31
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沈阳理工大学学士学位论文
如家酒店品牌战略的研究
引 言
随着全球一体化和因特网的发展，全球市场已连成了一片，全球企业界也已经从单纯的产品销售发展到品牌营销这一高级阶段，从而进入了品牌经营、品牌竞争的新时代。
中国实行有计划的市场经济以来国内的企业开始产生品牌意识，尤其加入WTO后，中国企业的品牌意识得到很大的加强，涌现出一大批成功的品牌和名牌。但是与此同时，很多的中国知名品牌却在退出或失去自己的市场。目前，世界酒店行业已经成为集中化程度相当高的行业，全球200家最大的酒店管理公司已经基本上垄断了国际市场酒店。未来数年，这些酒店管理公司品牌扩张的重点将是中国。现在，从规模上讲，如家公司已居中国经济型连锁酒店的首位。但是如何使如家品牌在新形势下进一步提升品牌价值，使之跻身于国际著名品牌的行列，这是一个值得思考和必须回答的严峻现实问题。只有站在中国酒店管理市场新一轮国际竞争的大潮前，研究改善如家的品牌战略，采取有效的对策措施，才会使如家酒店品牌立于不败之地，进而走向世界，成为国际酒店管理的一个世界著名品牌。同时研究如家酒店的品牌战略对我国酒店业品牌战略有一定的借鉴意义。
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