Oct Hotel Group's Brand Strategy And Implementation

The homogeneity level of today's hotel industry has become higher and higher along with the fast development of technology, making the brand of hotel a very important factor that affects choices of customers. The steady increase in market shares of the international brand hotel leads to more and more intensive competition in our current domestic hotel market. Therefore, a good brand strategy will be an important and effective method to exploit and occupy today's highly competitive hotel markets.In this thesis, the OCT Hotel Group will be used as a model to investigate how to apply successful hotel brand strategies. I first discussed the external and internal factors which influence the OCT Hotel Group and brought the necessity of carrying out the branded strategy. The status of current operation for hotel brand strategy has been systematically studied from brand value, brand positioning, brand spreading, brand combination, brand extensions, and brand maintenance six aspects. In the light of current insufficient implement of brand strategies in OCT Hotel Groups management, proposed are four value-adding solution schemes: (1) Increase the brand value of OCT Hotel Group by experiential marketing. (2) Extend the brand by developing the brand recognition system. (3) Expand the spread of the OCT Hotel brand by brand integration. (4) Maintain and increase the brand value through the equilibrium between operation and marketing in the hotel management.