China's Economy Hotel Brand Management Strategy

Benefit from the rapid growth of mass tourism and commercial exchanges become more frequent, there cause huge market space, which started in the nineties of the last century ,China's economy hotel in the rapid period of development. Inevitable, China's economic growth of the hotel to hide behind a certain amount of crisis, resulting in serious homogenization with foreign large-scale hotels to enter the Chinese market, hotels are facing greater challenges to survive. So how to develop budget hotels, create budget hotel brand, realize the difference between the budget hotels, for them to adapt to the needs of development and economic and to resist to the international well-known hotel counter, about this study is this paper's starting point and final destination.In this paper, use the brand theory, CI theory, theory of consumer satisfaction, the difference of marketing theory as a guide, through the analysis of China's economic development trend of hotels, economy hotel market environment and its competitive environment, describes the hotel in China's economic development status, proposed the implementation of China's economy hotel of the need for brand management. In analysis on the basis of about the Chinese economy hotel brand management and the current situation and problems, in accordance with the brand-building, brand development, brand maintenance procedures, the implementation of China's economy hotel brand management strategies related to the analysis and on the whole.Create brand hotels, including the creation of brand positioning and brand image design. China's economy hotel brand was founded, it should pay more attention to the professional market segments to create a personalized image and culture, to customers in order to clear the image of knowledge, access to target market customers identity. Through brand positioning, the establishment of economic-type hotel in the minds of consumers a unique brand image for consumers to experience personalized products. Brand image through design, visual display to the consumer's own brand image, extraction of visual effects products; in brand development, to brand as a link, through the direct chain, franchise, single-store alliances and mergers and acquisitions and other forms of chain operated by means of the expansion of the brand. Brand protection through routine maintenance, continuous innovation, brand management, brand crisis, the maintenance of measures to ensure that budget hotels often brand new regular in order to improve the economic competitiveness of the hotel market to better respond to the growing domestic and international intense competition in the market.