Research On Brand Competitive Strength Of Beijing Taoran Garden Hotel

As one of the industries that open to the outside world in an early time, hotel industry is also one of those that follow the international commercial regulations. With the entry of hotel management companies from outside world, Chinese hotels change quickly from traditional management models to modern international management styles. More and more hotel managers have believed in common that brand concepts and brand marketing are significant to promote hotel competitive strength as a whole. But some of the tourist administrative authorities and hotel operators just keep their eyes on a brand concept basis, progress little in the competitive ability of brand and have not adopted the brand theories in the practical operation and research. In a sense, the combination of the brand theories with the practical hotel operation is not satisfying in China.There have been a lot of introductions about brand marketing concepts. However, we can hardly find some among them about hotel cases that combine the theories of the brand competitive strength with China's existing situation on the hotel sector. The world has entered into the age of brand competition and the market is drawing close to the brand. The fact tells us that Chinese hotels neither lack the manpower advantage nor the technical advantage, but the competitive strength of brand in the present intense competition. In the age of brand competition, as far as our hotels are concerned, the competitive power of the brand is bound to be enhanced if they are willing to compete with the multinational hotels and gain a place in the international market.On the basis of the theory framework on the brand competitive strength and setting up the research model, the author takes the Taoran Garden Hotel 's brand marketing facts as an example, analyzes the practical use of brand competitive strength in China hotel industry. This paper firstly presents the connotations and characteristics of brand competitive ability, which lays a foundation for the latter analysis, and then the solutions to enhance the brand strength of Taoran Garden Hotel are put forward basing on the analysis of the current situation.