浅析酒店集团品牌战略选择——以新加坡悦榕集团为例

Analysis of the strategic option in hotel group brand——Take Banyan Tree as an example

越来越多的企业和其他组织开始认识到:最有价值的财产之一就是与各种产品和服务相联系的品牌。品牌已成为企业的核心竞争力,文章以香格里拉仁安悦榕庄为研究蓝本,通过分析该集团实施的一系列品牌战略,高端度假酒店集团在中国运作成功的经验,说明品牌战略对于企业的重要性及对云南旅游服务企业具有重要指导意义。

More and more businesses and other organizations come to realize that one of the most valuable properties is to integrate all the relevant products and services as a whole. This article aims to take Banyan Tree Shangri - La, as an example to demonstrate the importance of brand strategy for enterprises and enlightenment in Yunnan tourism services.