A Study On Multi-brand Strategy Of Hotels In China

The fast development of tourism and the macro environment have accelerated production and the development of the hotel group, during the development, there are many outstanding national hotel brands emerged. After more than 20 years development, the Chinese hotel group expanded rapidly and realized historic leap, from few to more, from infancy to maturity, from weakly to strong. But compare with the overseas powerful hotel groups, there is distance in the idea and consciousness. In the other hands, multi- brands strategy implements also have some insufficiencies. Now competition become more and more heatedly because of joined WTO and the economical global integration. So it is necessary to create brand for hotel.The brand strategy and multi-brands strategy have become a hot topic attentioned by all society. So as well in the more and more competition hotel market, the famous brand is necessary. Future, the hotel competition will be promoted by the product competition as the brand competition. The hotels need to choose the brand strategy type that suits their own development according to their own conditions, set up the Chinese Well-known Brand Hotel Enterprise image, this is the important Chinese Hotel development strategy. As the one of the brand strategies, multi-brands strategy is the important one need to be considerated into the process of brand strategy implementation. How to know the multi-brands strategy in the brand strategies, how to apply the multi-brands strategy in our country Hotel industry, as well as which problems in the implement process and how to solve them, all these problems need to be solved and studied.At present, there is no more research about multi-brands strategy in domestic, but this article changed this situation. This article makes a detailed discussion about basic concepts of brand, multi-brands strategy, the brands development situation, the problems of development, especially many aspects of hotel multi-brands strategy, including the advantages and disadvantages of hotel multi-brands strategy ,hotel multi- brands strategy operation condition analysis, as well as hotel multi- brands strategy concrete operation strategy analysis. The article has constructed a frame of fundamental research that provide one kind of mentality for the further research. During the research, the researcher selected Shanghai Jin Jiang hotel group and French Accor hotel group to compare. The researcher analyzed distance in the multi- brands strategy implementation, discovered aspects that need to be improved and provide some forecasts and suggestion about multi- brands strategy implementation.