Research On Brand Building Strategy Of Guangyuan HT Hotel

In the context of consumption upgrades,the tourism industry has developed rapidly,the era of big tourism has begun,and consumers' demand for hotel services and quality is also increasing.The geographical advantages of Guangyuan City and the continuous development of the economy have given Guangyuan City the hotel industry a broad space for development.Various hotels have emerged in the market one after another,grabbing each other's market share,and intensifying competition in the industry.In the fierce competition environment,the market pressure faced by HT Hotel in Guangyuan City is also increasing.How to design a reasonable brand competition strategy and how to alleviate the pressure of HT hotel brand competition is an important issue currently considered by HT Hotel in Guangyuan City.In this context,how to increase the popularity and reputation of the HT Hotel brand in Guangyuan City is particularly important to gain the support and recognition of more customers.Therefore,it is of great theoretical and practical significance to choose the HT Hotel brand building strategy for research.At the theoretical level,this research can further enrich the theoretical achievements in the field of hotel brand building,and lay a certain theoretical foundation for future related research.At the practical level,this study will systematically analyze the actual situation of the brand building of HT hotels in Guangyuan City,and give corresponding optimization and rectification plans,which can promote the brand building and brand management of HT hotels and enhance the brand competitiveness of HT hotels.This thesis takes HT Hotel in Guangyuan as the research object.After reviewing the literature at home and abroad with the literature research method,it further combs the brand positioning theory,brand planning theory,brand communication theory and brand extension theory that the research bases on.Using research methods to find problems in the HT hotel brand building in Guangyuan City,the main manifestations are the weak brand awareness of hotel staff,insufficient attention to customer brand loyalty,insufficient brand positioning,insufficient brand promotion,lack of brand innovation,and brand culture Under-represented.In view of this,this article puts forward the strategy and strategy of HT hotel brand building in Guangyuan City.The strategy of HT hotel brand building in Guangyuan City should achieve a comprehensive increase in brand awareness and customer satisfaction,while ensuring that the profit of HT hotels also maintains growth.In the guiding concept of HT hotel brand building in Guangyuan City,we must first establish the brand image of "HT Hotel",strengthen the unity of HT hotel brand in Guangyuan City,and carry out differentiated hotel brands.The main content of HT hotel brand building strategy should focus on the current brand The main problems encountered in the construction are also the main strategies for HT hotel brand building.The study points out that the main contents of HT hotel brand building strategy include brand awareness,brand loyalty,brand maintenance,brand innovation,and brand culture.Among them,strengthening brand awareness put forward suggestions that leaders attach importance to brand building and management,and improve the organizational structure around brand building.In terms of strengthening brand maintenance,it has put forward suggestions on strengthening the legal protection of brands,focusing on the improvement of product and service quality,and attaching great importance to crisis management of brands.Focusing on brand innovation,it puts forward suggestions to enhance brand innovation awareness,pay attention to the improvement of brand innovation ability,conform to the consumption trend of young groups in the new era,and do a good job in brand activation and brand strengthening.In terms of strengthening brand culture construction,it put forward suggestions on brand public relations activities,brand image endorsement,promotion of brand advertising and expansion of brand communication channels.Finally,from the four aspects of human resources management guarantee,capital investment guarantee,brand standard guarantee,and information system guarantee,the guarantee measures of the brand building strategy of HT Hotel in Guangyuan City are proposed.Among them,the fund input guarantee put forward clear basic principles,balance various investments,pay attention to system feedback and other suggestions;the human resources implementation guarantee put forward suggestions on optimizing recruitment and hiring,focusing on performance evaluation,strengthening employee training,and handling employee relations;information In terms of system security,suggestions such as focusing on brand concept recognition and brand behavior recognition were proposed.