Bhg Hotels Group Brand Building Research

The development of China's national hotel is accompanied by economic development and the influx of international hotel to continue developing and growing up. As a result of historical development, cultural differences, living habits, geographical characteristics, the development pattern of China's national hotel brands must be different from the international hotel industry in order to develop and grow up.As one of the top 30 hotels brand in China, BHG established the development of brand strategy from the beginning and the expansion of the latter process, they always pay attention to the brand development and consider "gourmet hotel" as the positioning and future development direction of the group. Therefore, it is necessary to study such a national hotel group as BHG in China on behalf of national hotel brand-building.This article will analyze the current situation of brand management and development of BHG based on brand management theory and business strategy theory. Then it gets the countermeasure of BHG brand building strategies, aimed at providing practical reference for China's national hotel brand building and management.Firstly, the article makes analysis and diagnosis to the hotel brand development in the history of the group, the development of the status and problems of the group. Then it builds a profound analysis to the brand development and makes a feasibility study to the positioning of "gourmet hotel" as a particular hotel brand in China. As can be seen, "gourmet hotel" has a larger space in the development of the market in China. However,there are certain limitations such as the actual conditions of cultural, regional and other constraints during its development; BHG in brand-building should focus on the deepening of the concept of hotel food and drawing on international experience in hotel branding. In short, Chinese-style high-end hotel development is still in discussion among the try.