| In this age of internet plus,hotel industry has developed from the capital competition of single hotel to chain-brand competition.Hotels offer intangibly products with tangible equipment and facilities.The specificity of hotel product determines the importance of"Brand".Establishing and maintaining the brand is the need of policy structure,market competition,consumer demand and international development.Inzone Hotels&Resorts Management Co.,Ltd.is wholly-owned by Shandong Inzone Tourism Group Co.,Ltd.which is the subsidiary of Shandong Commercial Group Co.,Ltd.The business involves hotel management,catering management,technical training,information consulting,etc.Over the last decade,Inzone Hotels&Resorts Management Company has built a network comprise 29 hotels.3 major brands rank high in local market,Royal Plaza,Inzone Garland and Inzone Garland Collection.Company relies on standardized management,warm service,dedicated team and responsible attitude to make each hotel has outstanding performance.However,it is still some distance to be a well-known hotel management company.company is facing the problem of brand hollowing.Based on the theories and methods of strategic management,brand management,economics and hotel management,determining the company's market positioning and strategic objectives by analysis external environment,competition environment and internal environment with tools(PEST analysis,Michael Porter's five forces mode,Analysis of core competence and value chain,SWOT analysis,etc.).According to the strategic positioning development strategy to make brand planning.The Contents Include brands of decision-making,brand mode selection,brand knowledge design,brand extension,brand equity management and brand vision.Specifically strengthening the brand knowledge by equity management,marketing planning,4Rs theory,etc.with the purpose of establishing a close and loyal relationship with customers to improve the brand equity of Inzone Hotel even more realize brand vision. |
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