中国本土酒店集团发展的品牌构建——对“锦江”品牌发展的研究

Brand Establishment of China Local Hotel Groups——A Study on Brand Development of Jin Jiang Hotel Group

品牌是酒店集团的关键资源和核心竞争力。国际酒店集团的进入在给我国本土的酒店企业带来了巨大冲击的同时,也给后者提供了学习先进管理水平和品牌运营策略的机会。锦江集团的品牌推广是国内酒店服务业的成功典范,其品牌战略值得我国其他酒店集团借鉴。我国本土酒店集团要想在竞争中立于不败之地,就必须:加速酒店集团扩张,形成规模和品牌的良性互动;细分顾客市场,明确营销重点,增强顾客对酒店品牌的忠诚度;根据具体情况,灵活运用酒店集团品牌战略。

Brand is the key resource and core competence of hotel group. While the foreign hotel corporations entering into China have significant impact on the domestic hotel market, it also provides the opportunities of learning advanced managerial experience and brand operation strategy. The spread of Jinjiang Hotel brand is a typical success in domestic hotel service industry, and the operation strategy adopted is worthy of being learned. To achieve sustainable success in competition, domestic hotel groups need to： （1） accelerate expansion so as to promote the interaction between scale and brand; （2） segment customer market so as to specify marketing focus and strengthen loyalty by customers to hotel brand; and （3） adopt flexibly brand strategy of hotel group in various conditions.