摘要

目前,我国烟草酒店业缺乏品牌,缺乏品牌化的战略和管理,制定酒店行业战

略性的品牌发展之路是当务之急。国内酒店品牌化战略和管理的研究较多,行业内

的酒店品牌化刚刚开始,国家烟草专卖局已着手研究烟草第三产业中酒店行业的品

牌化问题,各集团、卷烟厂也已开始整顿治理各家酒店、进行摸底调查、了解情况。

本文力求务实、高效,通过自身在高星级酒店20余年的工作经验和理论学习,在

对现有酒店行业的情况调查分析的基础上,结合当今酒店品牌建设的新概念、新思

路,探索分析酒店行业品牌建设的示范,借鉴成功的经验和本人研究的提升管理措

施,希望对当前的酒店行业有参考作用和借鉴价值,对酒店管理人员有较大的促进

作用。

通过发放问卷和表格,了解目前行业酒店的现状;通过查阅酒店品牌建设研

究论文、行业的内部资料,结合研究生课程所学知识,按照国际酒店品牌建设的经

验并结合酒店及当地地方特点提出品牌建设的思路和框架。

在了解掌握酒店行业情况的基础上,全面分析当前行业酒店的形势和面临的

困难,针对正在组建的云南中维酒店管理公司研究提出品牌建设的一些思路和想

法,包括品牌建设内容、标识、建设策略和今后的管理思路,按照中维品牌做强做大,

规范管理,以及品牌建设对行业酒店所带来的影响等。为今后公司运营、管理、扩

大品牌影响力搭建理论平台,提供技术支持。

烟草酒店业自身特点决定了品牌建设的关键在品牌建设后的维护和发展,上述

品牌建设的论断还存在许多不足,许多具体内容等方面还有待进一步研究,今后,

在品牌维护、人力开发和培训体系等细节方面可以继续研究和开发,希望酒店在今

后的品牌建设和管理中取得更大进步。

关键词:品牌酒店品牌酒店品牌建设

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昆明理n大学MBA学位论文

Abstract

At present, China's tobacco enterprise's hotel industry lack of brand, lack of brand

strategy and management, making the hotel industry strategic brand development is the top

priority. Domestic hotel brand strategy and management research is more, the hotel brand

in the industry has just begun, the state tobacco monopoly bureau has set out to study the

branding of the tobacco in the hotel industry in the third industry, each group, she also has

started to clean up governance each hotel,the baseline survey, know the situation. This

article tries to pragmatic and efficient, through its own in more than 20 years of working

experience in international hotel and theoretical study, the existing hotel industry situation,

on the basis of investigation and analysis, combined with today's hotel brand construction

of new concepts, new ideas, explore the brand construction of the demonstration analysis

of the hotel industry, based on the experience of the successful management measures, and

the improvement of my research to the current reference and reference value in the hotel

industry, the hotel management has great role in promoting.

Through the questionnaire and form, understand the present condition of the hotel

industry; By looking at the hotel brand construction research papers, the internal

information of the industry, combined with the knowledge in graduate course, according to

the international hotel brand construction experience and combining with the

characteristics of hotel and local brand construction thought and framework is put forward.

In the understanding of the hotel industry situation, on the basis of comprehensive

analysis of the current industry situation and difficulties of the hotel, is formed in the

yunnan zhong wei hotel management company to study and put forward some idea of the

construction of brand and ideas, including the construction content, identity, brand strategy

and the future of management thinking, according to the dimension of the brand to do

strongly does, standardize the management, as well as the effects of brand construction for

the hotel industry, etc. Operating and managing the company expand brand influence for

the future to build theoretical platform, to provide technical support.

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