Study On Hotel Brand Construction At The View Of Service Standardization

The improvement of Hotel's economic efficiency depends on, to some extent,its service brand. In China, due to the low level of standardization of hotel services and the inconsistent of service quality standards, many hotels can not achieve their own clear brand image, their economic efficiency is poor. Therefore, to enhance standardization of hotel services, and to improve its service quality, is the key to the development of hotel brands.This paper analyzes the main problems existing in the construction of hotel brand and service standardization and the relationship between hotel brand construction and hotel services standardization. The thesis insists that there are both internal and external causes for the undeveloped hotel service brand.External causes are the system, cultural, economic and social factors, while the critical internal cause is the low level of service standards and standardization. As a result,there is a close relationship between hotel brand construction and hotel services standardization which manifests as the following:service standardization is the quality assurance of hotel brand construction;service standardization is the technical foundation of hotel brand development;service standardization is a legal guarantee for hotel brand development.Joint effort of the government and the hotels themselves is required to develop our domestic hotel brands from the perspective of service standardization.The government should take responsibility in four areas: Firstly,to strengthen the awareness of hotel service standardization, and clarify the importance of service standardization to hotel brand construction; Secondly, to promote the hotel brand building centring on the service standards; Thirdly, develop a sound standard extension system to insure the implementation of the hotel brand strategy;Fourthly, establish a sound legal system to protect the development of hotel brand.For hotels themselves, the following five aspects are essencial: First, to implement the strategy of service standardization, strengthen brand awareness, clarify brand positioning,and create a hotel brand; second, on the basis of standardized management, to integrate the use of advertising, promotion and public relationship to promotion hotel brand; Third,centering on service standardization, to strengthen quality management, maintain hotel brand; Fourth, to implement standardization sustainedly to enhance the hotel brand; Fifth, based on standardization of services, to promote the hotel brand expansion.