论旅游饭店品牌建设的基本模式

On the Basic Pattern of Brand Establishment in Hotels

本文通过分析旅游饭店的市场背景 ,指出旅游饭店正经历一个以品牌为核心的微利竞争时代 ,并提出旅游饭店进行品牌建设的“四步曲”基本模式 :观念先导、品牌诊断、品牌定位以及品牌扩散。

After analyzing the feature of the hotel marketing,the paper points out we have begun a new era characterized by scant profits,and in this era,the hotel marketing has got into a period of brand competition.The paper studies the basic pattern of brand establishment in hotels:firstly,we should change the concept,then we should diagnose the brand,thirdly,we should determine the nature of the brand,and lastly,we should publicize the brand.