Research On Brand Management Strategy Of Inter Continental Hotel Group

To enter the Chinese market in the 1980 s of the British intercontinental hotels group, adapt to the local climate change at the same time, can effectively use the location of the hotel all kinds of resources, the management concept of mature goes through in China with the localization of hotel daily operation, especially in terms of brand construction, enterprise according to the market and the needs of the development of their own, brand positioning, positive innovation to create a competitive edge in the competition; And obtained obvious result. But in the process of development, the hotel brand management still exist many problems; But the brand continuously perfect process, by using some methods of strategy is worthy of reference for domestic hotel enterprises.Intercontinental hotels group in K city boutique hotel brand management as a case in the end, by using the method of investigation and on-the-spot investigation to the hotel brand construction has carried on the research and development process, from the Angle of the localization of brand management in China found the problem and put forward Suggestions; At the same time also hope that in the end of our domestic hotel brand management to provide reference of the market, will eventually help to the healthy development of the hotel market in China.The article is divided into five chapters. The first chapter the paper research background and significance. The second chapter of the article expounds the basic theory of. First introduced the hotel groups, international hotel group, as well as the basic concept of multinational hotel development; Then the related theory of brand, brand are expounded, including the value of the brand, features, etc., as well as the classification of the hotel brand, and the development of the hotel brand elements and the way. The third chapter, four, five is the core part of the article. The third chapter of K city intercontinental boutique hotel brand management and development are analyzed, firstly introduces the basic situation of the hotel, and then analyzes the hotel there is a problem, pointed out that the hotel brand positioning and problems existing in the aspects such as connotation, brand chain scale.Based on the case of K city intercontinental hotels group, the brand construction and development process has carried on the induction and summary, analyzes the existing problems, and its proposed the corresponding strategy, brand building and development and presents a corresponding guarantee measures. The article analyzes the hotel brand management have found some problems, for domestic hotel also has a common place; Brand development strategy, suggested in the paper has certain reference significance for domestic hotel enterprises; Especially at present our country some famous hotels are rapidly expanding internationally, the multinational enterprises brand construction and the development strategy of some successful experiences, especially worthy of reference.Due to the limitation of research conditions, the article only limited to the hotel group in China's southwest region second- and third-tier markets within the scope of the study. Further expanding the scope of the research, causes it to become more common sense, is the author in the study of the future is worth further research direction is discussed in this paper.