Research For Star Hotels' Corporation Identity System

"Star-rating Standard for Tourist Hotels" was formally approved as the National Standard in Sept, 1993 by National Technology Supervision Administration. This indicates that tourist hotel industry in China has already stepped into a new stage of international modernization management. In 1998, the standard was revised again, with the trade standard further adjusted and standardized.However, the standard has not form a particular style till now. Along with the intensification of the competition in tourist hotel industry, hotels' style has now become the problem that administrative personnel think more and more. The dissertation, started with the CIS of hotels, combined the knowledge of economics and management, used by methods of analysis, induction and summary, makes a research for CIS of modern hotels.The dissertation put forward the idea that the hotel's image engineering and marketing positioning are interdependent. Marketing positioning determines the style of a hotel, and the style reflects hotel's positioning in the market further more. Creating a hotel's CIS is closely related to the proprietor.