The Molding Of Hotel Brand Image Based On The Customer Perception

Product and service quality-homogenization in the hotel industry has turned obvious gradually, and standardizing of the service won't suit the more characteristic demand of customers. Facing so many hotel brands on the market, customers will select those brands having high cognitions in order to lower perceived risk. There are better associations about these hotel brands. The perception makes customers choose the product and service. The service process brings the special experience and revises original hotel image in the customer perception, bringing influence on customer perception and purchases again.The customer perception leads concept to the hotel marketing. Research is based on the Constructivist Theory, the Cognition of the Psychology Decision Theory, Customer Perspective Theory, Self Image Theory, Cognitions of Empowerment Theory about internal customer perception and Consumer Involvement Theory in Consumer Behavior Study etc. the mental process of customer perception of hotel brand image. This is advantageous for a hotel to do a valid brand marketing plan after understanding customer mental activity during cognizing before they make purchasing behavior completely.The paper is totally divided into five parts. Firstly, the research of customer perception and the hotel brand image is carried on combing, then basic concept and the related theories are introduced and models are leaded to analysis. The functional mechanism is carried on detailed analysis at this foundation. The paper abstracted the problem about image molding, finally brings forward corresponding measures.The abroad research puts forward several mock-ups concerning hotel brand image, showing the different problem concerning brand from different points of view. To some extent they open out psychological functional process between brand image and customer perception. The study has extended toward service quality, brand property and brand association etc and shows psychological mechanism of the brand image emerging in Cognition Psychology. This paper analyzes the composing factor of brand image and customer perception, carrying on detailed analysis to the relation among those factors, announcing the internal mechanism between them more in details.But hotels have blindness in the brand image molding process currently. The brand image perceived by customers can't agree with the one that hotels expect to deliver .Hotels probably just head for a mistake and even make futile efforts to target market with the marketing counter plan. The existent problems include that the brand placement can't be complied with the fixed position of customers, the brand layer is too single, the brand image can't be extended definitely, the promise of brand image is made excessively, and the employees cognizes deviation etc..In order to solve those problems, combining with the analysis to the internal mechanism between customer perception and brand image, the paper puts forward the feasible counter plans from six points of view including: The brand culture needs to be constructed uniquely; The brand placement is expected to be definite; The brand is expected characteristic; Different marketing incentive is delivered to customers who have different psychological modes; Hotels should concentrate to improve quality; Hotels should attach importance to interior customers perception. This paper puts forward the feasible counter plans about molding of brand image to make hotel brand image consistent with customer perception and consummate arousing function, guiding customers to do an advantageous purchase decisions to the hotel.