The Path And Countermeasures Of Home Inns Hotel Group’s Brand Extension

Home Inns Hotel Group is expanding rapidly in recent ten years, and it owns much more opened-hotels than other economic hotel chains, which turns out into good brand reputation at the same time. But with the development of market environment, the competition among the brands and the changes of demands of consumers, Home Inns’s former brand model starts to be a obstacle to the effective occupation of the market segment, which put Home Inns’s development into severe challenges. So how to help Home Inns reposition on strategy and explore each brand extension path of success becomes to the most important problem about the brand long-term management. This thesis takes China economy hotel chain leader-Home Inns Hotel Group as the research object, specifically studies the proposal for HomeInns Hotel Group’s brand extension strategy.Firstly, this thesis elaborates the background and the significance of the research for Home Inns Hotel Group’s brand extension. Based on reviewing the related literature, this thesis takes the theoretical overview about the the definition of brand equity, the connotative meaning of brand extension, and the classification of brand extension. Secondly, reviewing the history of Home Inns Hotel Group, the thesis summarized the problem of its old brand model and unreasonable inner structure. According to the condition of Home Inns Hotel Group’s brand extension, it puts forward the path of Home Inns Hotel Group’s brand extension, and constructs the theory model of Home Inns Hotel Group’s brand extension. Thirdly, based on the above analysis, it proposed the brand extension program of Home Inns Hotel Group, which includes brand extension and association strategy, brand extension’s scope and core location, the consumer relationship strategy and the relationship with service innovation. Finally, it is the conclusion of the thesis and the future of the research.The thesis integrates the theory of brand extension into the practice of Home Inns Hotel Group’s brand extension. It plays a good guidance and reference role of Home Inns Hotel Group’s brand extension strategy.