China's Economy Hotel Create A Strong Brand Research

Thanks to the high-speed development of Chinese economy, the rapid increase ofthe popular tour and the increasingly frequent commerce and business event, theChinese economy hotel has been speeding up and had a preliminary scale during thelast ten years. Yet they also have been faced with increasingly fierce competition,which comes from the budget hotels or other types of hotels at home and abroad. Howto gain a foothold in the fierce battle for market share has become the priority ofdomestic economy hotels enterprises. In today’s society, there is no doubt that brand isthe most valuable asset of a company, and has become the core of competition in themarket. It can be said that who owns the brand assets, who would won the competitiveaspect. Yet, at present most of Chinese economy hotels have a series of brandmanagement problems, such as fuzzy market positioning, serious producthomogeneity and terrible brand marketing methods, which have seriously hinderedthe development of the industry. Therefore, in order to promote the development ofthe industry, the most important task is to accelerate the brand construction and forgea strong brand of our country economy hotel.In the first part of this article, the author elaborates the concept of strong brandsfrom the start, and analyses the role of strong brand in promote the development ofeconomy hotel. And then through the introduction of the concept of economy hoteland the differences from other types of hotel, the author concluded the characteristicsof budget hotel, paving the way for later analysis.In the second part of this article, the author introduces the present situation ofeconomy hotel at home and abroad, and research of the internal and externalconditions by making use of PEST analysis and five-force model, finally concludesthe necessity of creating a strong brand and the limiting factors.In the third part of this article, according to the analysis above, the author putsforward the corresponding strategies to create a strong brand.In the final part of this article, the author takes the seven days hotel as a exampleto analyze the brand strategies.Through the study of this article, the author hopes that will help the domesticbudget hotel to create a strong brand improve, improve the market competitivenessand achieve sustained development.