The Brand Strategy Of P Hotel Group

From the beginning of 2000,China's hotel industry began to appear industrialization germination,benefiting from the social and economic development,urbanization process,demographic dividend and other benefits.From 2000 to 2015,China's hotel industry has maintained a high growth rate,and the number of hotels opened each year shows an exponential growth.Take Ctrip as an example,80%of Ctrip Hotels in operation opened after 2010.P Hotel group was gradually growing up in the environment of hotel industry industrialization.P hotel group was founded in 2005.It was listed on Nasdaq four years after its establishment.Four years later,due to the change of external environment and capital market,the P hotel group took the initiative to delist,and quickly changed from a single-brand model to a multi-brand hotel chain management group.In 2015,P hotel group received a strategic investment of 10 billion yuan from a well-known domestic hotel management group,becoming one of the top five hotel management groups in the world.This paper takes P hotel management group as the research object to study its multi-brand transformation path since 2013.Through the analysis of external environment and internal motivation,analyze the reasons for strategic transformation of P hotel management group;From the brand creation,product landing,price strategy,channel strategy,promotion strategy to explain the concept of brand first;And the platform adjustment of organizational structure and business process to practice the brand first concept.At last,it analyzes and summarizes the current situation of P hotel group from the aspects of performance growth,product iteration,channel strategy and human resources,and comes up with Suggestions and measures for future improvement.Through analysis,the author found that the biggest difference between P hotel management group and other hotel management groups is that:other hotels from brand building to promotion are mostly guided by "STP".First,target groups are positioned,then brand building,and then product landing,market promotion,channel strategy,etc.P hotel group starts from the abstract consumer experience and does not conduct maiket segmentation or insight into a specific consumer group.Instead,it focuses on the emotional value appeal of consumers.By capturing emotional value,it creates brands and then implements products.In this process,product style is not the core,brand value perception is the focus,in the process of brand promotion,also pay attention to emphasize the brand value proposition to consumers.Up to now,the growth rate of enterprise development is very representative in the industry.Therefore,the author studies and reflects on the brand strategy of P hotel group from the internal perspective of the group and the external perspective of the industry,summarizes the key for P hotel group to become the industry leader,and puts forward corresponding Suggestions for the further development of the group.