论万豪国际酒店集团产品的全球化品牌建立

随着经济全球化进程的加快，中国酒店市场日益全球化，众多著名的国外酒店集团如希尔顿、万豪、雅高、香格里拉等纷纷登陆中国市场，使得原本就已竞争激烈的国内酒店市场竞争更加激烈。尤其是在豪华和高档酒店层面，如果从公司、集团的角度来说，我国本土酒店品牌的声音实在太微弱了。那么，为什么国际酒店品牌就可以长驱直入，在我国立住脚跟，并且占据利润空间最大的高档酒店层面呢？抛开其它原因，我们单从国际著名酒店集团自身来看一看，它们是如何集团化发展并获得了优秀品牌形象的。

关键词：国际酒店集团；全球化；中国酒店市场；集团化发展；品牌建立
Abstract

With the accelerated process of economic globalization, and Chinese hotel market globalization, many famous foreign hotel groups such as Hilton, Marriott, Accor, Shangri La have landed in the Chinese market, making the original competition more fierce and intense in the domestic property market. Especially in the luxury and high-end hotel level, from the perspective of the company and the group, the voice of the local hotel brand is very weak. So why can international hotel brand enter, in my national live heel, and occupy the biggest profit space of high-grade hotel level? For other reasons, we have come to see the world’s famous hotel group itself, and how to develop and get a good brand image.

Key Words: International Hotel Group; globalization; Chinese hotel market; group development; brand building

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