对山西饭店业品牌建设的思考

On the Establishment of Brand Image in Shanxi Hotel Industry

基于对饭店业发展应强化品牌形象原因的认识,分析了山西饭店业品牌形象建设过程中的劣势和优势。最后提出了山西饭店业品牌形象建设的基本方案:即从更新观念入手,培养品牌意识;从市场定位入手,确立品牌特征;从产品内涵入手,构筑品牌文化;从指标尺度入手,塑造品牌形象;从宣传展示入手,扩散品牌影响。

This paper, based on the reasons of the image establishment of the hotel Industry, analyzes the disadvantage and the advantage about shaping image of Shanxi hotels. Finally, it puts forward the basic schemes of the image of the hotel Industry in Shanxi. There are five ways contributing to establishing the brand image. Firstly, cultivating brand awareness from updating the minds. Secondly, establishing brand characteristics from positioning the market. Thirdly, constructing brand culture from product content. Fourthly, building brand image from the index and scale. Lastly, proliferating to brand impact from display publicity.