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Issue Research on the Brand Management for Home Inns

Author: WangYong
Tutor: SongYaJie
School: Henan University
Course: Business Administration
Keywords: Brand management Brand management of hotels Brand management of Economical hotels
CLC: F274
Type: Master's thesis
Year: 2012
Downloads: 377
Quote: 0
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Abstract


Recent years, with the rapid development of mass tourism, businesses in different places, increasinglypublic service exchanges, as well as the dramatic changing of consumption concept among citizens, theeconomical-style hotel is rapidly increasing; it shows the great developing potentiality. However, thedevelopment of economical-style hotel starts late in China, so its numbers、scales、the extent of regulationand management belongs to lower level. Meanwhile, the mode of hotel is monotonous and lacks of theinfluential brand, all kinds of economical hotels are competed by price, which result in short-sightedtargeting, weak economic strength and poor efficiency. Therefore, how to improve enterprise’s efficiencyin order to promote itself development is an urgent problem to deal with.Because the brand contains stupendous business value, through the brand construction, the Chineseeconomical hotel can condense the characteristics of other hotels and shape the distinctive and uniqueself-identification in the hearts of customers and recognition of the broad market. At the same time, it canenhance the hotel’s strength by the chain operation and increase its product-added value. Therefore,building own brand to realize the brand diversification has become the only way for Chinese economicalhotel is development.In present, theorists mainly focus on the research of products and services, mode of operation, marketsupply and so on and attached little importance to the brand. Meanwhile, most of economical hotelsignored the management and construction of the brand building, so the branding issue becomes abottleneck restricting which restricted the survival and development of the economical hotels.Therefore, the paper chooses a well-known brand of the economical hotels-Home Innes to study themode and the experience of brand management. First, the paper states the theories on the brandmanagement of economical hotels and analyzes the present situation of the brand management of Home Inns. Then it discusses the existing problems of brand management of Home Inns and analyzed its relatedreasons. At last it analyzes the countermeasure of brand management in Home Inns and puts forward somestrategies and enlightenments. The writer hopes to provide some valuable reference for more enterprises inbrand management through this paper.

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