Full metadata record
| DC Field | Value | Language |
|---|---|---|
| dc.contributor | School of Hotel and Tourism Management | en_US |
| dc.creator | Chen, Mengchao Michael | - |
| dc.identifier.uri | https://theses.lib.polyu.edu.hk/handle/200/1752 | - |
| dc.language | English | en_US |
| dc.publisher | Hong Kong Polytechnic University | - |
| dc.rights | All rights reserved | en_US |
| dc.title | Brand management in China's hotel industry | en_US |
| dcterms.abstract | After two decades of hotel industry development, 91 indigenous hotel management companies have emerged in China (a) as operators of the indigenous hotel chains. However, the lack of brand management expertise slowed the formation and expansion of these hotel chains. Building and successfully managing strong brands is considered to be one of the key drivers of success in China's hotel industry. Based on the review of literature, personal observations, a case study, and interviews with 16 operators and experts, this study examines the growth of indigenous hotel companies (IHCs) (b) and the current situation of brand management in China's hotel industry. This study also proposes a strategic model of brand management process for hotel companies. The proposed model includes six major processes of brand management. They are: 1) market analysis; 2) brand analysis, including brand awareness, brand image, brand association, and brand identity; 3) selection of brand elements, brand identity, brand positioning, and brand portfolio; 4) determination of brand development strategies, including line extensions, brand extensions, multi-brands, and new brands; 5) designing marketing programs and integrated marketing communication; and 6) organizing, implementing, measuring, and controlling branding performance. (a) China as it is used throughout this paper refers to Mainland China and excludes Hong Kong, Macau, and Taiwan. (b) Indigenous hotel companies (IHCs) throughout this paper refers to state and private owned hotel companies in China and excludes foreign invested hotel companies. | en_US |
| dcterms.extent | 76 leaves : ill. ; 30 cm | en_US |
| dcterms.isPartOf | PolyU Electronic Theses | en_US |
| dcterms.issued | 2004 | en_US |
| dcterms.educationalLevel | All Master | en_US |
| dcterms.educationalLevel | M.Sc. | en_US |
| dcterms.LCSH | Hong Kong Polytechnic University -- Dissertations | en_US |
| dcterms.LCSH | Hotels -- China | en_US |
| dcterms.LCSH | Brand choice -- China | en_US |
| dcterms.LCSH | Brand name products -- China -- Marketing | en_US |
| dcterms.accessRights | restricted access | en_US |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| b17809915.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 2.78 MB | Adobe PDF | View/Open |
Copyright Undertaking
As a bona fide Library user, I declare that:
- I will abide by the rules and legal ordinances governing copyright regarding the use of the Database.
- I will use the Database for the purpose of my research or private study only and not for circulation or further reproduction or any other purpose.
- I agree to indemnify and hold the University harmless from and against any loss, damage, cost, liability or expenses arising from copyright infringement or unauthorized usage.
By downloading any item(s) listed above, you acknowledge that you have read and understood the copyright undertaking as stated above, and agree to be bound by all of its terms.
Please use this identifier to cite or link to this item:
https://theses.lib.polyu.edu.hk/handle/200/1752