论饭店品牌形象的塑造:基于品牌要素的分析

The Figuration of Hotel Brand-image:from the Perspective of Brand Elements

消费者对品牌的认知基于一系列的品牌联想,而品牌联想的形成又依赖一系列的品牌要素。因此,饭店企业应首先准确界定和勾勒消费者所重视的品牌要素。在梳理影响消费者选择饭店的主要因素的基础上,本文提出饭店品牌要素可归纳为区位和外部环境、设施和服务项目、价格要素和交互性因素等6个方面,并分析了饭店品牌各要素的不同形成阶段。综合以上内容,文章最后提出了塑造饭店品牌形象的具体策略和建议。

Customer establishes perceived brand-image through a series of brand evidence, which in turn stems from a series of brand elements. As a result, if a hotel wants to build up specific brand image, it should first define and descript brand elements valued by customers. We first review previous studies on customer＇s hotel selection factors, and then classify hotel brand elements into six categories, ie location and surrounding, facilities and service items, price and interaction, etc. Managerial implications are provided at the end.