| In the 21st century, market competition is more intense, product is a high degree of homogeneity, managers recognize the importance of brand, famous foreign hotel group has shifted from the Hotel Product Management to Brand Management. However, China's hotel industry started relatively late, the development system is not perfect, although many managers realize the importance of brand management, but it did not attract much attention, this is a serious concern status.Founded in 2002, after a few years of development, Home Inns now has Home inns hotel and Heyi hotel brands, with more than 500 hotel chains, hotel chains and more than 100 cities across the country. Home Inns won a dozen national honor title, we can see the service is good. But Home Inns is very young, compared with foreign famous hotel, there are still many shortcomings in brand management. it's the the practical importance of brand management.The innovation of this paper is to well-known hotel groups-Home Inns for the study, focus on brand management of the hotel industry's inadequacies. In method of this research, In addition to simple cause and effect analysis method, through, and Jin Jiang Hotels Jituanjinhang brand based management, learn foreign Accor management experience, and Home Inns consumer investigations and management personnel for Interview, actual visits to xi'an Home Inns, such as brand management, combining a variety of research methods, qualitative analysis and quantitative analysis, the article prompted more convincing.Paper briefly introduces Home Inns's history and brand management status, further propose Home Inns brand management problems, and analyze their root causes, in referring to foreign Accor brand management experience, based on the combination of empirical results, Finally, It come up with Home Inns brand management measures and suggestions. |
