中 文 摘 要
近年来，随着我国经济的持续高速增长，人民生活水平的不断提高，伴随着旅游热
潮的来临，我国酒店发展进入了黄金季节，而国际知名酒店集团也纷至沓来抢占中国市
场进行品牌扩张，给我国酒店业发展注入了新鲜活力，也带来了前所未有的压力。然而，
我国酒店集团化发展的研究仍然处于初始阶段，理论界对这种新型的酒店管理模式研究
较少，对国内酒店发展难以形成有效的指导。为此，本文在搜集整理大量国内外文献基
础上，运用经济学理论、跨国公司理论和品牌扩张相关理论，对国际酒店在华品牌扩张
进行了深入研究分析；同时本文还在利润驱动、经济全球化的推动等方面，分析了国际
酒店集团在华品牌扩张的动因；从品牌结构档次、扩张模式等多方面，对国际酒店扩张
现状进行细致分析，得出国际酒店集团在华扩张的路径、战略、产生的影响和意义，以
及国内酒店能够从中获取的经验和教训。此外，本文还结合较有代表性的国际酒店集团
——喜达屋国际酒店集团在华品牌扩张的实例，分析了国际酒店的品牌扩张的战略及实
施效果，从而为国内酒店应对国际酒店集团在华扩张和实现自身品牌扩张提供了应对策
略和参考意见，对我国酒店集团品牌的扩张具有较高的启发意义和参考价值。

[关 键 词]酒店集团；品牌扩张；品牌档次；扩张模式；扩张战略
The Study on Brand Expansion of International Hotel Group
in China
——With Starwood Hotels & Resorts Worldwide Inc. as an example
Abstract
With the sustained rapid growth of our economy and the continuous improvement of
people's living standards in recent years, along with the advent of the tourist boom, China's
hotel development has entered a golden season. With brand expansion, global hotel group
seized most of the Chinese hotel market share in recent years, which had injected fresh
vitality to the development of the hotel industry and unprecedented pressure. However, the
study of the development of China's Hotel Group is still in the initial stage with less theories
of this new hotel management mode. So it is difficult to form an effective guidance for
domestic hotel group. Collected a large number of domestic and international literature on the
basis of this paper, the use of international production compromise theory, theory of risk
diversification and expansion strategy theory, the location advantage theory and other theories,
author analysis the brand expansion of international hotel in China, same time in this article
also profit-driven motivation to promote other aspects of economic globalization, the
international hotel group in China brand expansion, aspects of brand structure grade
expansion mode detailed analysis of international hotel expansion now obtained international
hotel group in China expansion of the ways to measure the impact and significance, as well as
domestic hotels can gain experience and lessons learned. In addition, combined with a more
representative international hotel group - Starwood Hotels Group in China as an example,
author analyses international hotel brand expansion strategy and their utility in order to
provide domestic hotel group international hotel brand expansion strategy and suggestions.
Key words: Brand stretching Brand expansion Brand grade Expansion mode
Expansion strategy