A Study On Evaluation Of Hotel Brand Competitiveness Based On Analytic Hierarchy Process

With the accelerating process of economic globalization, market competition is increasingly reflected in brand competition. Brand is the most important intangible assets in the competition of enterprises, is the main source of competitive advantage of modern hotel and valuable strategic asset, the hotels without brand management are mostly a mess, and become vulnerable in the face of brutal competition in the market. Brand competitiveness, as brand value of the assets, is an important indicator of consumer resources in the market. And brand competitiveness is more focused on the relative competitive ability in the external market, more intuitive and comparability. Therefore, building a scientific and rational evaluation index system of brand competitiveness, effectively reflect the size of the brand competitiveness and operational status, provide decision-making basis for enhancing brand management and brand competitiveness of hotel , and further optimize the resources strength and structure of hotel brand-building.This first Part is the Introduction.,is mainly propose questions,overview of research results at home and abroad, introduce significance of topics, indicating the main methods of this study and framework.Part II is divided into the brand competitiveness and related theories. In this section, will be the first to explore the concept of brand competitiveness, and gradually discuss the connotation of the brand competitiveness and features, as well as the relationship between brand competitiveness and core competitiveness.Part III is divided into the construction of comprehensive evaluation index system of hotel brand competitiveness.Part IV is divided into the use of a comprehensive evaluation model, namely,using the established comprehensive evaluation system for the comprehensive evaluation of Yuan a Hilton Hotel Hefei, and a detailed analysis of brand management capabilities, market capacity, capabilities and interests, and other basic capabilities pitch situation.Part V developed enhance esponses to the problems of the brand competitiveness in Yuan a Hilton Hotel Hefei.Part VI contains conclusions and prospects.