Research On The Carin Boutique Hotel Brand Strategy Of Jilin Province Carin Hotels Management Co., Ltd

With the continuous development of China’s hotel industry, the hotel a moredetailed classification, the boutique hotel with its better in the environment,reasonable price, service and brand culture, more and more favored by the market.The Boutique Hotel in accordance with the functional classification of the hotelfacilities and equipment of the use function is more outstanding in the Econo Hotel,such as for guests to provide comfortable business meeting space, good breakfastand room service, spacious rooms and comfortable beds bath etc., in these projectsare superior to the low end of the Econo Hotel; But in the link attaches greatimportance to the guests, such as high-end dining facilities, luxurious decoration andhigh consumption of entertainment facilities and services is lower than that of thehigh Stars Hotel. The Boutique Hotel is fine for those who travel frequently and needmore high quality environmental business guests the hotel product. Now thedomestic hotel market, hotel is quietly rising in the end products, the economy hotelAmoy first pot of gold, such as Home inns brand,7days and Hanting Hotels brand,have the scale of the development of hotel group, and vigorously develop mid-rangehotel market, seize the hotel market in nearly50%commercial customers. JilinProvince Carin Hotel Management Co., established in the early would’ve positionedfor the boutique hotel market customers, and in the development of its own theboutique hotel brand development and expansion, now owns4boutique end of the hotel, located in Jilin province in the region. In the next few years, The Carin HotelManagement Company will vigorously expand the market space, and quicklyoccupied the market share, and gradually developed into the well-known products ofthree provinces in Northeast China and even the whole country in upright hotelbrand.This article from the current situation and problems of the development of theCarin Boutique Hotel brand analysis, brand enterprise development now and meetthe brand strategy in the development process of problem analysis, elaborated thesolution of these problems has important significance for the development of hotelbrand. Aiming at the problem of brand development, this paper introduce theresearch method and the analysis method, the depth of the excavation and study ofthe causes of the problem from the brand market, brand development and brandpolicy environment, and starting from the angle of brand development, and pointsout that the important factors of hotel brand connotation, brand chain scale isinsufficient and lack of ignore the brand assets value of the brand developmentprocess. According to the causes of these problems, through the analysis of theboutique hotel market boutique in the STP, the hotel market share, explore the targetmarket and market positioning Carin Hotel. Specifically, re shaping the CarinBoutique Hotel brand re positioning and brand image of the proposed strategy, suchas the construction of the system, asset management system and brand positioning ofthe brand elements, visual appearance, product design, room decoration culture andcustomer satisfaction and other aspects of shaping the image of the brand imageresearch. At the same time, through the concrete measures to cultivate brandcompetitiveness brand management, brand protection and brand crisis managementand other management system, puts forward suggestions on the Carin Boutique Hotel brand long-term development. Finally, for the Carin Boutique Hotel branddevelopment strategy, organization, human resources and information systemconstruction are given a specific safeguard measures in.Paper through the research that brand awareness indifferent easily lead to theoverall brand hotel brand management, operations, marketing problems, which led toa decline in long-term hotel management and competitiveness. The Carin BoutiqueHotel on market segmentation research should pay attention to customer demandoriented, rather than give priority to market supply oriented, the Carin BoutiqueHotel target market positioning of the more refined, dynamic and flexible. The CarinBoutique Hotel brand strategy management is a global and systematic engineering,and could not attend, to avoid the emergence of the phenomenon of brandmanagement of the "short board". Paper through a case study on the Carin BoutiqueHotel brand strategy, in order to the boutique hotel brand of common problemsbrings certain research value.