A Research On The Development Of The Differential Brand In China’s Economical-type Hotels

With the rapid development of public tourism and the diversification of consumptionpatterns, development of China’s economical-type hotel chains into the fast lane.Economical-type hotel market adjusted price competition, quality competition into thebrand competition gradually. At the same time, although the economical hotel developedvery fast, but its development with the concept of scale, management technology, level ofquality, area, and the price confusion, which severely weakened the competitiveness ofChina’s economical hotels, hindered the healthy and rapid development of China’s hotelchains. These factors can lead to the development of economical hotels in the brandstrategy also highlighted problems step by step, such as smaller scale of brand, productdifferentiation degree is low, lack of brand value, the quality of the products. Inconclusion, you can find that China’s economical hotel chains will face to the fiercecompetition in the future, the hotel’s market positioning, appearance design, culture andbrand building, price positioning, brand, form their own characteristics on the basis of thedifferential marketing, take the quality as the core, to vigorously promote the brandreputation, at the same time we should pay more attention to innovation, brand integrationand extension, then economical-type hotels can fetch the brand advantage, so as to win inthe increasingly fierce competition.