Research On Hotel Chains Brand Development

In the face of opportunities and challenges brought by the global economic integration, China’s local hotel chains are badly in need of implementing characteristic management through their own traditional cultural advantages and promoting constant competitiveness growth through their management and operation of branding as well as focusing on local market, so that to strive for matching international hotel chains. Only by building brand-led durable competitive advantage can we constantly improve the characteristic system of China’s local hotel management, expand the market network and extend the industry value chain, which would make China’s local hotel management embark on the internationalization road. Therefore, this paper, relying on my many years of experiences in hotel management, based on the actual development situation of China’s local hotel management, with the seek-truth attitude of integration of theory and actuality, raises specific viewpoints, suggestions and solutions for development and expansion of brand of local hotel management, in the hope of bringing certain inspiration for the research on domestic hotel management brand and providing theoretic support for local hotel chains to develop their brand strategies. The principal research threads and conclusions of this paper are as follows:First, the paper, based on dissection of relevant concepts and theories such as hotel chains, hotel brand, enterprise strategy and brand management, from perspectives of scale, area distribution, growth rate and expansion trend, has conducted systematic comparative study, by applying statistical data comprehensively, on the international and local hotel chains as well as their brand development and analyzes their gaps in terms of scale, specialization, market operation, management mode, element aggregation and brand influence, getting the conclusion that the local hotel chains brand fails to match the brand of international hotel chains no matter in respects of scale, amount, market operation or maturation degree of management mode, moreover, most of the international groups have already launched individualization customized services with their specialization degree of brand operation constantly growing, customer satisfaction degree higher than that of local hotel chains and brand loyalty continuing to be excellent; then, the paper summarizes the comparative strengths and favorable factors of local hotel chains brands, takes B hotel chains as the empirical research object, picks out general brand development strategies of enhancement type, integration and diversification for B group based on comprehensive application of strategy-making methods, raises the viewpoint that B group should be committed to building unique brand culture and distinct brand character as well as increasing appreciable brand added value, and make great efforts to enhance customer satisfaction and optimize resource allocation for multi-brand market structure strength and expansion of regional operation scale by relying on modern media to reinforce brand marketing and communication under the premise of offering high quality brand products and services, so that to strengthen B’s viability and competitiveness; finally, for common problems of brand development of China’s local hotel chains, the paper has provided specific measures and suggestions from such perspectives as customer-source market position, enterprise management mechanism, human resource quality, management service modes, ecology and international operation.