A Study Of Brand Management Of Jingjiang Hotel Group

China's toursim is now facing great opportunities because of the forthcoming Olympics and EXPO, while the hotel industry has obtained unprecendentedly prosperous development as well. Meanwhile, the competition of hotel industry becomes more and more fury with numeral international hotel groups entering Chinese market with their world famous hotel brands and aimed to get large market share. Actually, the brand is one of the most important factors that decide the competitve capacity of a hotel. As a matter of fact, abundant experience and effective brand mangement attribute to the success of international hotel groups, while most Chinese hotels haven't built integrated system of brand management, which has become a serious fact now.Jinjiang Hotel Group is the largest hotel group in China, which becomes leader and guide of local accommondation industry. Jinjiang has experienced the reform of China's foriegn hospitality, e setup of China' first economic traveller inn, and the integration of Jinjiang Group and Xinya Group under the background of collectivization, which have represented the development of China's hotel industry in recent decades. Jinjiang Hotel Group now has built its own brand management system, owned its brand fame on the market, and obtained quick development of brand oriented especially in recent years. Hence, the study of Jinjiang's brand manangement has a profound meaning at this stage.Based on theory of brand management, the paper study and analyse the brand operation and manegement of Jinjiang Hotel Group and sets it as case study, which aimed to provide some practical reference for local hotel brand management theory.This paper consists of five parts: Chapter I: Introduction. This chapter provides theory and research ideas for whole text. Chapter II: Historical development and current brand management of Jinjiang Hotel Group. This chapter focuses on the analysis of Jinjiang's brand structure and its characteristics. Chapter III: Brand management analysis of Jinjiang Hotel Group. This section sums up the content of Jinjiang's brand operation and brand expansion, and research the revelance of brand expansion and business achievement. Chapter IV: Problems and impact factors Jinjiang's brand management. This part analyses problems and impact factors of current Jinjiang's brand management, and induce the case study of successful brand management by Marriott International Group. Chapter V: Suggestion and prospects. The last chapter raises the solutions and recommendations to the problems, and points out the shortcomes of the study.