中国国内连锁品牌酒店的市场策略和发展研究

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中国国内连锁品牌酒店的市场策略和发展研究

 

Author: 郎义
Lang, Yi
Title: 中国国内连锁品牌酒店的市场策略和发展研究
Zhongguo guo nei lian suo pin pai jiu dian de shi chang ce lüe he fa zhan yan jiu
Degree: M.Sc.
Year: 2005
Subject: Hong Kong Polytechnic University -- Dissertations
Hotels -- China -- Marketing
Department: School of Hotel and Tourism Management
Pages: 97 leaves : ill. ; 30 cm.
InnoPac Record: http://library.polyu.edu.hk/record=b1896918
URI: http://theses.lib.polyu.edu.hk/handle/200/5602
Abstract: This research provides qualitative research by the in-dept interviews for 22 senior executives such as the Directors of Sales, Directors of Marketing, General Managers and Group Director of Sales & Marketing, who are from 7 local hotel chains in China, such as Jinjing International Hotel Group, Hengshan Group, Nanjing Jinling Hotel Management Company, Teda International Hotel Management Co., New Century International Hotel Management Co. Xiamen C&D Tourism Group and Hainan Airline Hotel group. According to the module, the research discusses the Branding Development of state-owned hotels in China. It was found that the different branding explanations and concepts because of the different periods. How to improve the local chain hotels services standards and compete the strong competitions. The local chain hotels need to make awareness for the hotels brandings, to make use of the international distribution channels. The distribution channels help the local state-owned chain hotel groups to take the original international marketing segment from all over the world. The research studies the opportunity and perspectives for the local chain hotels in the global branding marketing exposure.
The analysis of interview results shows that there is no branding development during in 80's. The state-owned hotels paid more efforts to develop their own branding in 90's, but the technology and professionalism couldn't compete with the international hotels chains. The branding was developing process. There are famous hotels chain brandings in China now, because the local hotels brandings are steadily developing too. Most of the interviewees expect that local state-owned hotel chains will explore the business in the overseas, which will be specialized for the Chinese hotel chains branding, which will serve for the Chinese travelers. Because the Chinese are familiar with the local state-owned hotels brand names. So the state-owned hotels are focus on the developing the professional hoteliers with lower cost's advantages to establish typical China specialized hotels branding in the world. In consideration of the problems discovered for the research, the dissertation puts forward some suggestions to improve product quality and service quality will influence the state-owned hotels branding. International skillful people is the key factor for the state-owned chain hotels branding development.

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