A Study In The Competitiveness Element Of Hotels' Strong Brand

With the development of economic globalization in the world, many international hotels with famous brands have entered China's market, which have posed a serious threat to the development of our domestic hotels. In such circumstances, to study the competitiveness of hotels' strong brands is very urgent and important. Through the research, we have found that the competitiveness of a strong branding hotel derives from four aspects: brand content level; brand carrier level; brand symbol system level as well as brand communication level. Based on the analysis of the above elements, this paper also concludes the experience of SAVOY hotel which has enhanced competitiveness of its brand successfully, in conjunction with the current situation of our hotel brands, and put forward a number of specific countermeasures and proposals.The main structures:ChapterⅠIntroduction, by analyzing the operating environment and the current difficulties faced by China's hotel industry, and the inadequacies and gaps in the theories about competitiveness of Hotels' Strong Brand in China, this part puts forward the central topic of this paper, that is, a study in the basic factors for competitiveness of hotels' strong brands. Moreover, it summarizes the research methods, the research clues, as well as the research theories used in this paper.ChapterⅡFirst, it focuses on the concept and content of brands, studies the driving force and characters of hotel brands deeply. Then, it makes a deep analyse on the content features and market features of hotel brands and points that the competitiveness of the brand of hotels is the core competitiveness of hotel, through a comprehensive analyse. At last, it concludes different competitiveness of weak brands, strong brands and leading brands and their relationship with core competitiveness.ChapterⅢNot focusing on the well-known general fact, this part pays more attention on the deep impact and key factors of brand competitiveness by combining brand characteristics, which provides a theoretical height for an accurate understanding of hotel brands competitiveness elements..ChapterⅣThrough analyzing the successful experience of British Savoy Hotel which has a century history, this part not only examines the theory of hotel strong brand competitiveness elements, but also provides a reference for increasing the competitiveness of China's hotels.ChapterⅤThis part analyzes the existing problems and its causes of China's Hotel Brands and puts forward some countermeasures.ChapterⅥconclusions. This part makes a brief summary of the whole paper, points out the innovation and inadequacy, and gives some ideas about further study of the topic.