论我国经济型饭店品牌建设的模式与方法

Models of and Approaches to Building China's Economy Hotel Brands

经济型饭店是我国旅游饭店的主体,其品牌建设具有重要意义。文章对经济型饭店进行了界定,分析了其品牌建设的现状和必要性,提出自创品牌模式、联营品牌模式、特许经营模式、委托管理模式四种品牌建设模式和品牌规划与调查、品牌定位与设计、品牌营销与管理、品牌延伸与输出这四大创立经济型饭店品牌的步骤。

It's important for economy hotels,as the main body of tourism hotels in china, to establish their brands. This paper gives an Economy Hotel definition, analyzes the present state and necessary reasons to build brands of them. It puts forward four kinds of brands building models, such as Self-creating Brand Model, Union Dealing Brand Model, Franchise Model, Management Contract Model and lists four steps to build Economy Hotel brands,such as brand planning and investigation, brand positioning and designing, brand marketing and management, brand extending and exporting.