Tourist Hotel Brand Product Strategy Empirical Research

The thesis is based on general theories of the famous-brand-productstrategy (FBPS) for the tourism hotel. And it makes an effort to lay muchstress on the combination theory with practice.The first two parts are essentially introductory, for they deal withcertain of the broad issues and attempt to orient the reader with respect tothe total task. Based on the values of both tourists and tourism enterprises,viewed as the basis of theories of the FBPS for the tourism hotel, thepaper put forth the theory of value triangular link of the tourism hotel'sbrand. In the careful consideration of the famous brand hotels at homeand abroad, the kernel theories of the FBPS are illustrated as generalquality sense, originality mechanism, molding and popularizing theimage of famous brand.The second chapter, for the sake of the analysis of the internalgrowing-up strategy deals with the competition strategy of the hotel(hotel groups, single hotel) in our country in the light of systematic studyon the competition structure of the hotel sector. And the paper is involvedwith ideas of designing the products of the famous brand hotel and theoptimum reorganization of the hotel internal factors (the service quality,the hotel image, the hotel patrons and so on) to probe the managementsystem of the FBPS.The third chapter, for the sake of the insight of the external growing-up strategy, discusses the pattern of the hotel building up enterprisegroups and extending to the world, that is decomposed of three processes:material scale expanding, capital expanding and network development.The fourth chapter takes the FBPS of Xi'an Hotel as an example. Inthe treats of the major problems, the paper throws light on the FPBS ofXi'an Hotel from four aspects: debts settlement, operation andmanagement, brand image and capital operation. Particularly, the paperdevelops the six ideas of state-owned hotels of capital reorganizationunder the wing of Shannxi Tourism Corporation Group. Accordingly,even though the illustrative data may seem somewhat restricted, the totalrange of background of experience is unusually wide, and hence the basisfor observations on the essential problems is particularly valid.