飯店集團品牌資產的關鍵要素探析

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飯店集團品牌資產的關鍵要素探析

 

Author: 陳顯偉
Chen, Xianwei
Title: 飯店集團品牌資產的關鍵要素探析
Fan dian ji tuan pin pai zi chan de guan jian yao su tan xi
Degree: M.Sc.
Year: 2007
Subject: Hong Kong Polytechnic University -- Dissertations.
Hotels -- China.
Department: School of Hotel and Tourism Management
Pages: 123 leaves : ill. ; 30 cm.
Language: Chinese
InnoPac Record: http://library.polyu.edu.hk/record=b2166817
URI: http://theses.lib.polyu.edu.hk/handle/200/1991
Abstract: From 2004 to 2006, CHINA TOURIST HOTELS ASSOCIATION, with HaoHua Consulting Co.,implemented statistics of China Hotels.From the statistic, there is a big gap between China Hotel Group and International Hotel Group. China Hotel Group ignore connotation and representation of brand management with the development of local hotel group. From the signification of brand to reputation, value to loyalty, the research used to reveal rather general rule than particular rule, regarding to the resarch of local hotel chain group management, there is even little. The formation and development of hotel group brand are effectected by exterior and interior factors. So this research focus on more discusstion brand operation brand management and brand asset management, except the development level gap between local hotel group and internation hotel group. Presently, the formation, operation and valuation of brand asset are the academic basis of local hotel group. Brand asset research has developed three types, that is , the valuation based hotel financial, the valuation based consumer to brand and compositive valuaton based hotel and consumer. Parts of scholars define the brand asset based on consumers. So the hotel group should set up good brand knowledge among consumers. Regarding to brand asset, the present finds are based on west developed countries. But there are more theorial research or conceptual research than Quantitative Analysis in China Hotels. This research analyse key element of hotel group brand asset on the basis of consumer and find the key element through enough variables and manager focus group. At last, hotel group brand asset's research is very difficult to go deep. The reasons are very complex, including subjective and objective, also understanding and technical. So to improve the competitiveness is a great of systemic engineering. I also hope that my research can provide some foudation for deep research of hotel group brand asset.

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