Researches In Employer Brand Strategy In China Hotels

The article has discussed the change of human resource management in the word, due to the "Knowledge Economy Era", and the change of qualified personnel in China hotel industry, due to "Joining the WTO", to made the readers conscious that human capital has been instead of financial capital, to be the most important resource, and to be the root of core competitive ability and lasting competitive advantage for the companies. The competition among companies has become the competition for qualified personnel instead of product. So China hotels have to make a strategy to attract and retain the core personnel, to keep the lasting competitive advantage, while competing with foreign chain hotels and other industries, that strategy is called "Employer Brand Strategy"(BBS). BBS is the way of human resource strategy reforming for China hotels.Nowadays, the study of Employer Brand Strategy among scholars is in a beginning stage. In order to enrich and improve that strategy, using the investigation and normal methods, the writer elaborate comprehensive strategy. Include: first part, explaining the Employer Brand Strategy; second part, analysing and chosing China hotel's BBS;third part, planning and carrying out BBS. Among that, third part is the focal point. At this part, writer elaborates with system and creativeness how to build the ecological environment, how to manage the BBS, how to market the BBS, how to appraise the result of marketing, and how to evaluate the BBS (BBS appraisal system, index and model).The article's theoretical contribution is to enrich the BBS theory, and the practical contribution is to join the hotel's characteristic and BBS' generality, to probe into the away for China hotel to build the BBS in the condition of Knowledge Economy. Moreover, to make the index measurable, in order to guide the hotel to attract and retain the excellent employees, then help the hotel to get sustainable development. Besides, to put the BBS into the daily human resource management, and put the building BBS into the strategic orbit, and to make the hotel employer the "excellent one" from the view of core employees. At last, ensure China hotels to gain the advantage in the sharp competition for qualified personnel.