我国饭店品牌竞争力提升对策

要]经济一体化的发展,使国际饭店品牌纷纷进入我国饭店市场,面对激烈的市场竞争,我国饭店品牌竞争力明显表现较弱。依据品牌生态理论中的品牌DNA理论、品牌生命周期理论、品牌适应理论和品牌群落理论,发现我国饭店品牌在品牌规模、品牌价值、品牌策略、品牌传播、品牌经营模式、品牌综合运作能力和品牌管理专业人才等方面存在着一些问题,应从不断壮大饭店品牌规模、树立品牌资产观念、实施多元化品牌策略和传播手段、提升品牌运作能力和培育专业的品牌管理人才等方面入手,来提升我国饭店品牌竞争力。

With the development of economic globalization, a succession of international hotels flooded into Chinese hotel industry. Inthe face of fierce competitions dramatically, Chinese hotels lost its ground to international companies. According to Brand DNA Theory, Brand Life Cycle Theory, Brand Adaptation Theory and Brand Community Theory in Brand Ecology, it is founded that, in the current industry there arise all manners of problems concerning brand scale, brand value, brand strategy, brand communication, brand business pattern, brand comprehensive operational capacity and brand management professionals. To enhance the competitiveness of our hotel brands, we should consider various approaches including expanding hotel brand scales, establishing brand property concepts, implementing multiple brand strategies and means of communication, improving brand operational capacities and nurturing professional brand management talents.