The Research Of Brand Operation Of Chinese Economy Hotel

In developed countries such as America, Europe and Japan, economy hotel, as a very successful pattern of hotels, has taken up more than 70% of the market share of the hotel industry and has become the leading force of the world hospitality industry. In recent years, along with the rapid development of social economy and domestic tourism, there also appeared a boom in the development of economy hotels in our country. Obviously brand is crucial to economy hotels. However, as a new state of Chinese hotel industry, economy hotel is now developing at a lower level in our country and still in the initial stage not only in thought and awareness but also in practical experiences. Though there has appeared some native brands with relatively strong enterprise normativeness and high market acceptance, such as "Jinjiang Star" in Shanghai and "Home Inn" in Beijing, we have to clearly recognize that there still exits a huge difference in the development between native and foreign well-established brands. In particular, under the background that foreign economy hotels have fastened their pace of entering Chinese market, speeding up brand building and strengthening brand competitiveness has become the only way for native economy hotels to seek survival and further development.Based on the related theory of hotel management and brand operation, this paper has analyzed the brand operation of Chinese economy hotels from a comparatively intact and systematic angle, making the existing brand theory more applicable in the field of economy hotel, hoping to bring certain guidance to the practice of the brand operation of Chinese economy hotels. It points out the significance and present status of the brand operation of Chinese economy hotels, it also makes comprensive SWOT analysis of the internal and external advantages and disadvantages for the brand operation of Chinese economy hotels in order to provide practical countermeasures for strengthening its brand operation. Generally speaking, the brand operation of economy hotels includes several stages:brand orentation, brand building, brand maintenance, brand promotion, brand expansion and so on. Every stage has specific requirements. This paper has creatively integrated several theories of business management, such as CIS, TQM and CRM into each stage of brand operation, which has a certain degree of foresight and guidance.