“锦江国际”酒店集团品牌资产经营的经验与启示

The Experience and Implications of Jin Jiang Hotel Group's Management of Brand Equity

品牌已经成为饭店集团最重要的无形资产之一,它不仅关系到饭店企业的市场竞争力,而且关系到其可持续发展能力。因此,提高我国饭店集团品牌资产经营管理能力具有重要的现实意义。以锦江饭店集团为例,总结归纳了锦江饭店集团品牌资产经营的成功经验,并以此为借鉴提出了优化我国饭店集团品牌资产经营的策略。

Brand equity has become one of the most important invisible assets in hotel groups. It cultivates both competition ability and sustainable developmental ability of hotels. Therefore, it is very important for hotel groups of our country to improve the management level of brand equality. Taking Jin Jiang Hotel Group as an example, the paper firstly summarizes experience of Jin Jiang Hotel Group＇s management of brand equity. Based on these implications,the author puts forward some countermeasures to improve the management level of brand equity.