酒店IP跨界的现状及趋势研究——以亚朵IP酒店为例

Research on the Status and Trend of Hotel IP Crossover——Take The Atour IP Hotel as an Example

面对激烈的市场竞争和消费者个性化需求的增加,酒店I跨界模式成为酒店发展进程中的一个增长点。为了更好地了解酒店IP跨界现状及营销模式,探究IP酒店的发展前景及趋势,本研究通过对亚朵IP酒店的案例分析,分析亚朵酒店IP跨界现状和营销模式以及遇到的问题,并对IP酒店行业发展趋势进行展望。

In the face of fierce market competition and the increase of consumers’ personalized needs, hotel IP crossover mode has become a growth point in the process of hotel development. In order to better understand the status quo and marketing mode of IP hotel cross-border, explore the development prospect and trend of IP hotel, this study analyzes the status quo, marketing mode and problems of IP hotel cross-border through a case study of IP hotel, and forecasts the development trend of IP hotel industry.