Beijing Qilu Hotel Brand Building Research

With the rapid development of market economy in our country, the hotel industry, like other trades, are transforming from the seller's market to the buyer's market. The gradually intense competition and the homogeneity tendency of hotel services, together with the consumption activities without much reasoning, result in the brand competition era of the hotel. Brand, as a means to carry out promotion activities, has become a vital and competitive tool to seize hold of market and profit. Beijing Qi Lu Hotel, a three-star hotel in Beijing, is facing a great many challenge and confusion in how to carry on its market management. One of the crucial problems is that Qi Lu Hotel lacks in the clear and systematic brand-construction concept. Therefore, it is of great significance to investigate the brand construction of Qi Lu Hotel. Most important of all. this study offers some help and the instruction for Qi Lu Hotel to focus on its brand construction, and also provide experience which other hotels may use for reference in their own management. On the other hand, the paper contributes to the theory of the hotel brand construction in our country.Before writing this paper, the author has obtained a great deal of statistics and related materials through my interviews with Qi Lu Hotel administrators. Combined theory with practice, the author is using SWOT analytical method, qualitative analysis and quantitative analysis when parsing these materials. The innovation of the paper is that the author produced a systematic, operational and pertinent project for Qi Lu Hotel, including the 5 principles 1 put forward about its brand construction. And this project is based on the characteristics of hotel industry and the uniqueness of Qi Lu. rather than the rote application of general theories and measures about brand construction.First of all. this paper explains the absolute necessity for Beijing Qi Lu Hotel to attach great importance to brand construction. Next comes the analysis of hotel...