The Study On Brand Expansion Of International Hotel Group In China

With the sustained rapid growth of our economy and the continuous improvement ofpeople’s living standards in recent years, along with the advent of the tourist boom, China’shotel development has entered a golden season. With brand expansion, global hotel groupseized most of the Chinese hotel market share in recent years, which had injected freshvitality to the development of the hotel industry and unprecedented pressure. However, thestudy of the development of China’s Hotel Group is still in the initial stage with less theoriesof this new hotel management mode. So it is difficult to form an effective guidance fordomestic hotel group. Collected a large number of domestic and international literature on thebasis of this paper, the use of international production compromise theory, theory of riskdiversification and expansion strategy theory, the location advantage theory and other theories,author analysis the brand expansion of international hotel in China, same time in this articlealso profit-driven motivation to promote other aspects of economic globalization, theinternational hotel group in China brand expansion, aspects of brand structure gradeexpansion mode detailed analysis of international hotel expansion now obtained internationalhotel group in China expansion of the ways to measure the impact and significance, as well asdomestic hotels can gain experience and lessons learned. In addition, combined with a morerepresentative international hotel group-Starwood Hotels Group in China as an example,author analyses international hotel brand expansion strategy and their utility in order toprovide domestic hotel group international hotel brand expansion strategy and suggestions.