中国经济型酒店品牌差异化建设思考

A study on the construction of the differential brand in China's economical-type hotels

近几年,我国经济型酒店品牌发展速度非常快,但品牌规模较小,品牌产品差异化程度较低,产品质量不高,且价格混乱,这严重削弱了中国经济型酒店的竞争力,阻碍了中国经济型酒店的快速健康发展。目前,我国经济型酒店在发展中应实施差异化品牌战略,对酒店的市场、外观、价格及文化进行定位,形成自己的特色品牌,在此基础上进行差异化营销,建立差异化品牌,才能在日趋激烈的竞争中取胜。

Although China＇s economical-Type hotels have developed very fast these years, but the economical-type hotel＇s scale is smaller, the degree of the product differentiation is lower, and the quality of the products is not high, the price of the products is in a mass. These problems have strongly influenced competition ability and hindered the development of these hotel＇s. So the author think that the brand differentiation strategies should be established in China＇s economical-type hotels, though differential marketing based on orientating the market ,the exterior ,the price and the culture of the economical-type hotels. Only through constructing differential brand, Can the economical-type hotels succeed in the fuel competition.