Research On Integrated Marketing Communication And The Application In Hotel Brand Spread

With the unceasing promotion of competition, our country's hotel industry entered the brand competition time gradually. The text applied the integrated marketing communications theory, divided into four parts to discuss the hotel brand spread management.Firstly, through the analysis of the current competition situation of our country Hotel, explained the hotel industry already entered the brand competition time and the brand spread has exceptionally important function in the process of brand construction.Secondly, there are many problems in the current brand spread of Hotel. The author believes that is due to the lack of suitable theory instruction in establishing the Hotel brand strategy.Thirdly, in recent years, Schultz's integrated marketing communications theory is one of the most influencing theory in Marketing. Therefore, we should make use of the integrated marketing communications theory in establishing hotel brand strategy. And the author cited two cases—Success Link International Hotel and Fontainebleau Hotel to analysis.Finally, the author promoted the correct using integrated marketing communications theory in brand spread has four preconditions: first, the customer database is necessary for the brand spread strategy; second, hotels organization structure transformation is the basis of carrying out integrated marketing communication; third, hotels should pay attention to the organization practicing; fourth, hotel should have cross-cultural communications training for the employees. And bringing it to in effect lie in: first, comprehending the concept of "contact"; second, inducting the CIS image communications; third, taking the consumer demand as the orientation.