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MBA硕士毕业范文_三星级酒店品牌管理战略研究(58页).rar

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文本描述
摘 要
当今社会,品牌化的管理思想已经深入到各行各业,酒店业也不例外,而酒
店品牌的好坏成为决定酒店市场竞争力的关键因素。在北京奥运会和上海世博会
圆满举行等良好机遇的推动下,中国旅游业的发展迎来了一个新的高潮。目前,
酒店业作为旅游业的基础产业,星级酒店的数量猛增,酒店竞争加剧。但是近年
来三星级酒店的规模不断扩大,但其品牌影响力却很小。
成都市是西部大开发战略的重要节点,同时作为我国西南地区的政治、文化、
休闲、娱乐中心,众多国际知名酒店品牌纷纷抢占市场。国际知名酒店出色的品
牌管理,相比之下,目前成都没有一个本土品牌效应的三星级酒店,这给成都市
的三星级酒店行业发展带来极大的冲击。
本文首先从三星级酒店自身的发展和品牌管理现状出发,找出当前三星级酒
店业发展面临的问题;然后以 LH 酒店作为研究对象进行实际分析,提出相应的战
略措施。最后本文对全文主要观点进行总结,并对未来三星级酒店品牌管理的发
展方向进行展望。
本文在研究过程中运用现代服务业、营销管理、品牌管理等理论结合统计数
据分析,对三星级酒店的发展现状与问题进行研究,分析 LH 酒店的品牌管理现状、
品牌竞争力,进而提出 LH 酒店提升品牌竞争力的有效措施。
关键词:酒店 品牌管理 品牌竞争力

Abstract
In today's society, the idea of Brand Management has gone deep into all walks of
life, the hotel industry is no exception. The hotel brand has become a key factor to
determine the hotel market competitiveness. China’s tourism is now facing great
opportunities to develop rapidly, because of the successful holding of Beijing Olympics
and Shanghai World Expo. The hotel industry as the basic industries of tourism, the
number of star hotels keeps surging with the high competition. In recent years,
Three-star hotel have been expanding, while its brand influence is very limited.
Chengdu is an important node of the western development strategy, as in southwest
China's political, cultural, leisure, recreation centers, many internationally renowned
hotel brands determined to seize the market. In contrast with the outstanding
internationally renowned hotel brand management, there is no well-known brand of the
local three-star hotels in Chengdu ,which has been bring a great impact on the
development of local three-star hotel in Chengdu.
Based on the development of the three-star hotels and brand management status,
this paper focuses on finding the problem faced by the three-star hotel industry; Then,
according to the practical analysis of the LH hotel, this paper promote some strategic
measures; Finally, summarize the main ideas, outlook and future direction of
development of the three-star hotel brand management.
Used the thesis of modern service industry, marketing management, brand
management , combined with the statistical data analysis, this paper begin to study the
status and issues of three-star hotel development , then analysis the LH-hotel brand
management status and brand competitiveness, thus raise the effective measures in order
to enhance the LH Hotel brand competitiveness.
Key Words: brand brand management brand competitiveness