The Research On "Jianguo" Brand Marketing Of Beijing Shoulu Hotel Group

As one of the industries which open to the outside world in a early time, hotel industry is also of ones which take part in the international commercial regulations soon. With the entering of hotel management companies from outside world, China's hotels change soon from traditional establishment houses to modern hotels under international management models. The hotel managers have believed in common that brand concepts and brand marketing are significant to promote hotels competitive capability as a whole. In recent years, not only the tourist administrative authorities, but the hotel operators keep their eyes on a brand concept basis, progress little in the specific brand marketing operation in China's existing situation. There have been a lot of introduction about international brand marketing concepts, however, we can hardly find some among them about hotel cases which combining international advanced brand concepts with China's existing situation on the hotel sector.This essay tries to adopt methods of canonical analyze and positivist analyze as the key point of thinking on the basis of advanced brand marketing concept framework. The author takes the Beijing Shoulu hotel group's "jianguo " brand marketing facts as an example, analyzes its brand management, brand expanding, and brand marketing operation and summarizes the successful experience for reference and points out the factors which should be improved further.This essay has been organized into 3 sections. Section 1 of the report provides an overview of existing brand marketing introduction and the growing course of the domestic and international brand marketing theories which lays a foundation for the latter analysis. Section 2 reviews the existing situation of Beijing shoulu hotel group's "jianguo" brand promoting and marketing, sets out the promoting and marketing activities the Group has taken in different target markets. The author sums up that the successful reason for the "jianguo" brand is carrying out effective marketing measures in terms of ( hotel consumers) customers, (the service suppliers ) hotels and (brand competitors) hotel markets to build up faithful customer groups, establish the brand culture system and brand chain operation. All the measures come to a result that the "jianguo" brand gets substantial in content and upgraded in "jianguo" brand name, brand quality, brand class and brand grade. Section 3 reviews the two developing options for the China's hotel industry in the WTO's market environment would be alliance and difference. At last, this assay probes into the basic developing orientations of brand marketing activities of China's hotel industry under the WTO market situation in China.