The Establishment Of Hotels' Brand Operation Strategy System

Maturing from the fierce market competition of more than 20 years, the China's hotels have transformed from solely depending on price competition into higher level of brand competition, from die imitation into autonomous innovation in management, from joining international famous hotel groups into establishing national hotel brands. However, at present, what China's hotels has done for the brand operation is merely some one-sided effort that only involves a respect or a part of the whole.Facing the harsh competition of the world market, many scholars have put forward the thought of treating the hotels' brand operation as a systematic strategy. But most of the available relevant research set foot on the general enterprises, especially the manufacturing industry, while seldom sets foot on the research of brand operation strategy really combining the characteristics of the hotels. Thus an entirely operation system of hotels' brand is urgent to take place and needed to direct China's hotels to carry out their brand operation activities.On the basis of reviewing the available literature, a preliminary framework of hotels' brand operation strategy is conducted in this thesis. It not only has contained the key elements of hotels' brand operation, but also the logical thought as well as the actual operation implementation steps. The three strategic stages: the Brand Founding, the Brand Implementation and Dissemination, and the Brand long-line Management are directed by the strategic objective, which is set to build up the hotel's brand equity and promote the competitiveness of the hotel. Every stage contains different implementation steps, which are in a certain order, having close relationship to another, and finally serves the objective. This thesis has analyzed the hotels' brand operation strategy from a comparatively intact and systematic angle on the basis of forefathers, making the existing brand theory more applicable in the field of hotel, hoping to bring certain guidance of the actual hotels' brand operation.