Hotel Brand Research, Customer-oriented

With the marketability and the maturity enhancement of hotel industry of China, the competition has already become main environment for the hotel enterprise survival and development. Fierce competition causes our hotels' profit rate to drop year by year, but in the same time, some world-famous hotel groups can rapidly seize the market in our country, and their management benefits are obviously better. After the international famous hotels-chain started doing business in some cities, they adopt the brand management strategy, including personal brand service, high brand notability and fine reputation, which makes the domestic hotels suffer a disastrous decline and large quantities of sources of tourists plundered, which show the strength of brand. It is said that 21 centuries are the brand advancement centuries, future competition among hotels will lie in the brand. Only by establishing brand consciousness and strengthening the brand construction, can the hotels face challenges.The paper has first analyzed the theoretical and realistic background of the brand construction of hotels. In the theoretical aspect, some domestic and foreign scholars have already made lots of related research about enterprise's brand and obtained suitable achievements. However, it is deficient in the aspect of the brand construction of hotels. In the practical aspect, the paper has analyzed the overall industry background of China hotels and competition pattern that they face, besides, it summarized world famous hotels' successful experience on brand construction, which has provided the basis for China hotels' brand construction.Basing on summarizing the fundamental research achievements and the realistic management environment of hotel brand, the paper proposed to carry on the hotel's brand construction centering on the customers. The hotel brand characteristics had decided customer's individual experience must be taken as the quality specification and we must take the customer as the guidance of the hotel's brand construction. The key content of the paper are from the chapter 3 to the chapter 5. The third chapter analyzes the influence of customer on the hotel brand construction from hotel customer's psychological process when choosing brand, behavior characteristics, benefit demands of brand and so on. Then it elaborates the brand's function on the customer's purchasing decision-making process and also points out both the necessity of centering on customer and the feasibility. The fourth chapter and the fifth chapter elaborate how...