中國大陸單體飯店實施國際品牌嫁接戰略的研究

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中國大陸單體飯店實施國際品牌嫁接戰略的研究

 

Author: 谷鵬
Gu, Peng
Title: 中國大陸單體飯店實施國際品牌嫁接戰略的研究
Zhongguo da lu dan ti fan dian shi shi guo ji pin pai jia jie zhan lue de yan jiu
Degree: M.Sc.
Year: 2002
Subject: Hong Kong Polytechnic University -- Dissertations
Hotel management -- China
Department: School of Hotel and Tourism Management
Pages: x, 73 leaves ; 30 cm
Language: Chinese
InnoPac Record: http://library.polyu.edu.hk/record=b1643127
URI: http://theses.lib.polyu.edu.hk/handle/200/2657
Abstract: During past two decades branding has become a new trend all over the world, and the world has already stepped into the brand competition era with the more rapid progress of economic globalization. In hotel and hospitality industry brand means benefit, reliability even life. It is believe that hotel brand as the core competitive advantages in businesses will play more and more important role in future global hotel marketing. Overview the development in all the international brand hotel management groups, all of them and their brand business operation are set up and expand in a higher level based on the hotel conglomeration, in which singe hotels participated into hotel groups, and the groups expanded. Now a great deal of international brand hotel management group have been in running business in China, hence the fired competitive can be touchable around, now the situation of international competition domestically and domestically competition internationalization have been formed in China. The purpose of this study is to identify the urgent need for China national hotels even hotel industry to implement the hotel brand business strategy, and try to explore a strategy which conform China national condition and suitable for the current national singles hotels rapid change the, carrying out the model of China single hotel adopting the grafting strategy, and analyze the influencing factor in the grafting system and assessing the situation of China national hotel companies to adopt such a strategy. In this research based on the current hotel industry situation in the world, the writer suggest the definition of China single hotels adopt the international hotel brand grafting Strategy, which refers to a kind of"stand on giant" jump development strategy, in which businesses or industry take full advantage of the existing international brand as well its comprehensive value, for improving business development ability, expand development space and improve the market value. The grafting strategy has such characteristic that the more near of the industry and more graft success of the strategy implementation, from the business implemented the strategy to the business can development the international market alone, a long time is need. In this research, an in-depth interview with experts was conducted about the recognition, influencing factors followed by the grafting strategy implemented in China most of the china single hotels. The graft model in which for improving China single hotel management ability as the channel for the improving the whole hotel industry comprehensive competition potential as the major object were got as the outcome, finally the macro environment to the grafting strategy implementation has also been discussed. The thesis consists of five parts as follows: The first gives a brief introduction to the background of this topic and its purpose, hypotheses as well the significance of the research; The second parts aim to give a comprehensive overview to the current literature review. This third part introduced the methodology. The forth part is mainly a findings ,by combining theories with practice, this part makes a preparation for the conclusion. The conclusion part talks about the contribution of the research to the hotel - industry and suggested the future related research direction. Key words: Economic Globajization, China Single Hotels, International Hotel Brand Grafting, Strategy

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