China's Tourist Hotel Brand Management Research

The competition in the accmmodation indursty is becoming more and more fury since our country joined WTO. The brand is one of the most important factors to decide the competitive capacity of a hotel. Most of the hotels in our country haven't built the integrated system of brand management, while the international hotel groups competing with us not only possess of advanced conceptions and abundant experiences, but also have mature system of brand management. Based on the insufficiency of internal hotels and the experience of overseas ones, the paper sums up the system of brand management and brings forward two new ideas. The article consists of four parts:Firstly, the paper gives a overall decription of brand theory and points out the meaning of brand management.Secondly, the paper studies the behindhand actuality and reasons of internal hotels' brand management. Then it analyze the blest cases.Thirdly, the paper sums up the feasible brand management system of internal hotels. It includes correct brand orientation, rational brand expanion (brand spread and hotel groups), thorough brand maintenance (four aspects) and innovation of brand management (five aspects).Finally, the paper brings forward two new ideas. They are fusion of brand and enterprise culture and the brand construction based on Internet.It analyzes the operation details of the two ideas.The paper uses for reference of others' research fruits, and also has some creative ideas.The first creative idea is that the paper sums up the integrated system of brand management.The second is that it brings forward the idea of the innvation of brand management, which includes service, management, international, culture and propaganda innovation.The third is that the paper points out two new ideas of brand management.