A Research On Brand Expansion Of International Hotel Group In Chengdu

Brand expansion is one of the important methods of global expansion to international hotel groups. With gradual opening up of the Chinese market, the international hotel groups have a beachhead in China. Chengdu, western China's most dynamic capital cities, developed economy, convenient transportation and rich tourism resources, the hotel industry market potential is so vast; Meanwhile Chengdu is supported by the western region development policy, so the international hotel groups have settled in Chengdu. According to 2009 U.S. magazine HOTEL, 7 international hotel groups in the top 10 have settled in Chengdu. To the local hotel groups in Chengdu, this is both an opportunity and a challenge; therefore, the reseach of brand expansion of the international hotel groups in Chengdu has an important reference to the brand development of local hotel groups. In this paper, by collecting, sorting a large number of domestic and internation reseach on brand expansion and related theory, basing on the use of regional advantage theory, eclectic theory of international production, diversification of risk theory and the internalization theory, analyzing the brand expansion of international hotel groups in Chengdu.This paper, firstly, using the promotion of economic globalization, profit-driven, risk avoidance and location advantages of Chengdu, analyzing the motivation of the international hotel groups choose Chengdu; Secondly, from the brand structure, brand grade, location expansion, business domain, expansion model to analyze the current situation of brand expansion of the 7 international hotel groups, so that to provide some information to the international hotel groups whether they could increase their expansion which had settled in Chengdu, also to the international hotel groups which has not settled in Chengdu but in wait state; Thirdly, through the analysis of the current situation of the brand expansion, summed up the successful experience of the brand expanding of the international hotel groups, providing some reference of the brand expansion to Chengdu and even local hotel groups in China; Finally, select the local hotel group in Chengdu, which is Sichuan Minshan Group as the case of empirical research, using the successful experience of the international hotel groups to give this group some stragateges so as to provide a useful reference of brand expansion to Chengdu and even other local hotel groups in China.