Study On The Brand Positioning And Brand Communication Of CTS Hotels Brand

In twenty-first century, Chinese local hotel industry has been rapidly developing and expanding in the good market economy environment, but it also faces not only the intense competition from international hotels, but also from its own development bottleneck. Due to the history, management experience and other factors, Chinese local hotel industry must learn from the successful experiences of the international hotels, seeking a kind of progressive brand development mode which is suitable for the objective conditions.As a new force of Chinese national hotel industry, HK CTS Hotel Group pays more attention to the brand construction during recent years. It has a clear development direction in brand orientation and communication. And it also builds a strategic object that to establish the first national hotel brand of China. Therefore, studying HK CTS Hotel Group is so meaningful and representative in the construction aspect of the brand of Chinese national hotel industry.Based on theory of the brand orientation and communication, the thesis analyses the present orientation and communication of HK CTS Hotel Group. Besides, compared with IHG (Intercontinental Hotel Group) and Jinjiang International Hotel Group, and drawing lessons from their successful cases in brand orientation and communication, the thesis gives suggestions on brand orientation implementation of HK CTS Hotel Group. For example, improve service quality, carry out quality management, pay more attention to customers’satisfaction and service performance evaluation of Metropark Hotel series; further enrich the product line to meet more guests’demands; improve and upgrade present products in Traveler Inn series and so on. According to the current means of brand communication of HK CTS Hotel Group, the thesis also gives suggestions on brand communication improvement of HK CTS Hotel Group. For example, strengthen specific advertising communication; continue to develop with "Heart Park Rewards Plan" for the core content of the loyal customers to play the role of interpersonal communication; improve the brand spread channels of Traveler Inn series; set up partnership with various consumer brands to share customer resources and establish brand image; promote terminal experience communication and so on. Relating to a hotel which is exploring national hotel brand, these suggestions provide some meaningful references.