Research On Brand Equity Evaluation For Economy Hotel Chain

With the continuous development of market economy and the deepening of economic globalization, the degree of competition between enterprises is increasingly intensified, the form of competition already from a mere product, price, quality, service competition into the high level of brand competition.Brand as an important intangible asset, and also is one of the most valuable asset, its importance get more and more attention.As the domestic tourism market is growing,many internationally renowned economic hotel chain brands (such as Ibis, Super8, etc.) are very optimistic about the promising Chinese market.They have entered China.Because of domestic economy hotel chain rapid development and Internationally renowned economy hotel chain rapid development in China.The competition of China’s economic hotel chain industry become more and more fierce.The industry began to enter the era of industry consolidation after two decades of rapid development. Some hotels have began to implement the strategy of mergers and acquisitions in order to expand and improve.In the process of brand meegers and acquisitionss,the value of the economy chain hotel and how to evaluate the this type of brand equity are worthy of attention problems.The selection of appropriate assessment methods fo the brand equity of economic hotel chain not only benefical to the smooth progress of the brand meegers and acquisitionss, but also for the hotel’s brand building and management and other daily management activities are of great significance and can promote the healthy development of China’s economy hotel chain industry.In this paper,on the basis of the related research results at home and abroad,using the literature research, questionnaire survey method, mathematical statistics analysis method, multi-index comprehensive evaluation method, case studies and other methods for the research of economy hotel chain brand equity evaluation model.At first,this paper induces and summarizes the basic theory of brand equity(connotation,composition,characteristics and function) and the related of hotel brand equity.Second,the paper classifies the existing brand equity evaluation methods into three attributes:based on financial elements,market elements and consumer elements,and some representative methods are discussed and evalution.Third,the paper build a brand equity evaluation model for the China’s economy hotel chain.The model combines the three elements:finance,marketing and consumer.The model is divided into two parts:First, the brand benefits,the caculation of brand benefits is based on interbrand method,and the model use AHP methond to calculate "brand effect index";Second,the brand intergrated multiplier,it is converted from brand strength score by linear change. Brand strength consists of market strength and consumer strength. The market strength consists of Sinobrand method’s seven indicators. Consumer strength consists of20evaluation index,the rationality and weights of index are verified and determine by the questionnaire survery and mathematical statitic analysis.Last,the paper use the new model to evaluate the brand equity of "7day inn"...