基于顾客“体验”的经济型酒店品牌价值创新策略

Study on Innovation Strategy of Brand Value of Chinese Budget HotelBased on CustomerExperience"

中国经济型酒店市场上正在激烈上演着新旧品牌同台竞技的大战,在机遇与挑战并存的时刻,谁能在同质化的市场中脱颖而出,归根结底要靠品牌价值创新。本文试图从顾客"体验"的角度出发,从体验的三个基本形态入手,结合中国经济型酒店品牌发展现状,寻找出中国经济型酒店品牌价值创新策略。

In the market of Chinese budget hotel, a fierce war has been going on between the new and the old brands. Confronted with both opportunities and challenges, enterprises strive to innovate the brand value in order to survive in the market of homogeneity. From the perspective of customer experiences, this paper tries to start with three fundamental forms of experiences, to combine with the status quo of the development of Chinese budget hotel, and further to seek for the innovation strategy of brand value of Chinese budget hotel.