酒店的品牌战略研究——以锦江酒店为例

Jin Jiang Hotel's Brand Strategy——Taking Jinjiang Hotel As an Example

在现代社会,企业品牌已成为企业最重要的无形资产。原因就在于,企业品牌作为巨大的无形资产,其重要性已超过土地、货币、技术和人力资本等构成企业的诸多要素。世界性企业品牌的拥有量已成为衡量一个国家实力的重要标准。特别是对正在发展中的中国民族企业锦江酒店来说意义更为重大,锦江酒店应把品牌营销上升为战略高度。树立强烈的品牌战略意识,选准战略品牌的市场定位,加大对已有品牌的保护力度,创新产品销售模式。把品牌战略定位为企业发展的根本战略,在激烈的市场竞争中求得生存与发展。

In modem society, corporate brands have become the most important intangible assets. The reason is that a great brand as an intangible asset, its importance has been over land, money, technology and human capital forms the company on many factors. Global brand＇ s ownership has become an important measure of a country＇ s strength standards. Particularly the development of the Chinese national enterprises in Jin jiang Hotel is even more significant for companies, Jin jiang Hotel brand marketing should be increased as a strategic height. Foster a strong sense of brand strategy, selecting the right strategic brand positioning and increase existing brand protection, working capital management, innovation and product sales model. Strategic positioning of the brand＇ s fundamental strategic business development, in the fierce market competition to survive and develop.