Research On Internal Cross-cultural Conflict Of Brand Authorized Hotel In Fuzhou

Since the first foreign-funded hotel entered the Fuzhou market in the 1980s,international hotel groups have been learning to use the resources of Fuzhou effectively while adapting to the changing external environment.They strive to form their own advantages in the competition and achieve greater development opportunities.With the inclusion of Fujian Province in the Free Trade Zone in December 2014,Fuzhou District is one of the three major districts of the Fujian Free Trade Zone,and the country has identified Fuzhou as a strategic fulcrum city for the"One Road,One Belt" China Maritime Silk Road.Fuzhou hotel industry enters a new round of development peak.International hotels enter the Fuzhou market with management concepts,experienced management talents and brand effects.However,in the process of management,due to the multi-faceted differences between the management and the owner's culture,the cross-cultural conflicts come into being.Cultural conflicts and collisions brought challenges to the daily operation of international hotels.The cross-cultural problem is what the situation requires.This paper takes the foreign-funded hotels as the research object,takes the cross-cultural perspective as the starting point,and uses Hofstede's cultural dimension theory and corporate cultures theory as the basis to analyze the status quo of the international hotel.The fuzzy comprehensive evaluation method is used to construct the evaluation model of hotel cross-cultural conflicts.The weights of cross-cultural conflict evaluation system are formed from the five dimensions of national cultural differences,material cultural differences,institutional cultural differences,spiritual cultural differences and individual cultural differences.On the basis of the assignment of the weight indicators,through the questionnaire survey to grasp the first-hand information,analyze the current situation of cross-cultural conflicts in the international brand authorized hotel.Based on this,the itinerary measures the cross-cultural conflicts in the international hotel,and solved the cross-cultural management problems encountered by the hotel in actual operation.The focus and innovation of this paper is to analyze and optimize the localization management based on cross-cultural perspective,and propose strategies to improve and optimize,which will provide a response to the brand authorized hotel group's localization expansion and realizing its own brand strategy in China.The measures and reference opinions have inspiring significance and reference value for the realization of the international hotel group's localization development strategy.