The Study On Brand-building Of The Sunshine Hotel

Come as the Internet era, travel Industry in our country has benefited a lot form the rapid development of the Business Travel, and star-hotels have gained unprecedented opportunities for development. However, the growth is always accompanied by unavoidable brand crises caused by rapid expansion. Because of the poor service and bad management, and the invasion of foreign hotel-chains corporations, even simple survival is a great challenge to some local Star-Hotels. At the same time, more and more hotels begin to attach great importance to brand-building and cultivate enterprise culture, as well as strengthen standardization and personalized service, and gradually to emerge the brand effect, thus they would develop into chain-hotel brand.The Sunshine Hotel, owned by China-Petro, is a large hotel group with hotel and tourism as its core business. In2007, with the help of China-Petro who decided to integrate its own tertiary industry and to revitalize hotel business, the Sunshine hotel seized the opportunity and gained the support form company’s management officials, then took the Gansu Sunshine building as stronghold, combined50hotels and hostels within the system rapidly through the clarification of property rights and corporate governance. Meanwhile, by brand building, cultivating company culture and deepening the brand, spreading and extending, the Sunshine Hotel has gradually developed into a well-known local Stars-Hotel chain brand in fierce competition.Taking the hotel and brand management and enterprise strategic management theory as the research foundation, this paper theoretically describes the related concept of hotel and brand. It combines internal and external environment and other factors comprehensively, gives good introduction to the Sunshine-Hotel and development of it’s brand-management, points out the successful experience of brand building. It also makes an in-depth analysis of the current situation on brand-management, including the brand design, brand positioning, brand promotion and brand management. Based on the analysis of these four fields, it finds out insufficiency of the brand-building management. The paper puts forwards suggestions in order to improve the brand-building, which covers five aspects:CIS adjustment, specialty products and personalized services, staff training and enterprise culture, market segmentation and brand diversification, integration of resources and moderate expansion. Appointing to these suggestions, it analyzes implementation steps and difficulties.