Hotel Brand Value Evaluation: A Multiple Perspectives

Being affected by the economic downturn and relative policy, Hotel industry faces more complex business environment.Facing the increasingly fierce market competition, corporate profitability is declining.Against the background, the brand for its unique advantage of differentiation strategy, which in the enterprise competitiveness and developing new markets is more and more importantAt present, China’s hotel market has begun to enter the industry merger,acquisition and reorganization of the era of brand integration. According to incomplete statistics,According to uncompleted statistics, merger occurs more than 20 times, totally, in the hotel industry in 2014, involving a variety of aspects of the hotel industry, and the Chinese hotel market has entered the structural adjustment period. Enterprise merger and reorganization and the brand management accelerating, caused wide attention of hotel brand evaluation, both domestic and foreign scholars and industry proprietor. Therefore, how to scientifically understand the hotel brand value driving factors, and build the hotel brand value evaluation system becomes an important topic for brand managers and academic researchers.Throughout the domestic and foreign brand value evaluation research results, both theory of construction and practice level has not formed a scientific and systematic theoretical system. The different purpose of evaluation body leads to various evaluation methods. The vast difference of industry and the characteristics of the subject company brand value source complexity, determine the brand value evaluation model that can’t be directly cited across the industry attributes. Thereby, this paper, by systematic arranges domestic and abroad brand value theory research results, summarizes the present brand value evaluation methods’ existing advantages and disadvantages, and comprehensive borrow the domestic and abroad brand value evaluation model under the stakeholder value theory guidance, and give full consideration to measure enterprises’ financial factors, market and consumer factors, and try to explore a set of the suitable hotel enterprises’ brand value evaluation model. The specific content follows four points.First, determines hotel brand value evaluation model research perspectives, summarizes domestic and abroad academic about brand value evaluation theoretical research field recently. And stemming from different disciplines background, researchers embark studies from different perspective, which can be divided in three aspects, range from the financial perspective, the enterprise market power Angle and the consumers’ perspective analysis brand value.Second,analyzes main brand value evaluation model of domestic and abroad. Based on the financial perspective, brand value evaluation methods mostly includes: cost, income and stock market value method. Based on the consumer’s angel, brand value assessment method mainly bases on consumers evaluating brand perceptions and feelings. Evaluation results can reflect consumer’s attitude toward brand, and major representative methods include ten elements of brand value, the brand assets evaluation and the brand equity engine model. Evaluation method based on the enterprise market power is based on the original financial combined with the enterprise market competitiveness, main representative methods are Interbrand brand and financial world brand value assessment method. Comprehensive comparison and analysis, the enterprise market power angle is the most scientific evaluation model.Third,builds hotel brand value evaluation model. The present brand value evaluation model, on the basis of comprehensive analysis and deep thinking, builds the hotel enterprise brand value evaluation model, and the model, perfectly, combines with a measure of the brand value’s financial, market and customer factors. With higher applicable and scientific characters, comprehensive systematically reflects the hotel enterprise’s brand value.Fourth, the hotel brand value evaluation model application. The hotel’s brand value evaluation model sets up scientific inspection or not also need to practice, the article ends with Home Inns Hotel as the object of empirical study, verifies the feasibility of evaluation model, better imitates the brand value management for the enterprisers.In the market competition under the background of rising in the hotel industry, strong brand’s competitive advantage more obvious, which make franchisees being welcomed. Hotel enterprises operators also started to increase investment in the brand construction level. Hotel brand evaluation work can help the enterprise to find its market position, so as to take effective measures to shorten the gap with the advantages of brand, so as to better manage the brand value of the work.This article is an exploratory research of the hotel brand value evaluation.In the process of specific implementation evaluation, finding that there are still many deficiencies of the assessment model, such as too many qualitative indexes, evaluation result has a great deal of uncertainty, which needs further improvement in a follow-up study.