我国饭店企业集团品牌国际化战略研究

我国饭店企业集团品牌国际化战略研究

摘 要

在全球经济与市场一体化的环境下，对于外部经济环境有着很强依赖性的饭店行业面临着巨大的生存危机，品牌国际化将成为我国饭店企业集团发展的必然趋势。然而，面对着拥有丰富品牌国际化扩张经验以及强大资金实力的国际知名饭店企业集团，我国饭店企业集团如何制定切实合理的品牌国际化战略，成为了当前时期困扰并阻碍我国饭店企业集团品牌国际化建设最直接的问题。本文将从总结我国饭店企业集团品牌国际化的现状特点入手，再通过对比中外饭店企业集团的差距，分析品牌国际化所面临的障碍因素，综合得出适合我国饭店企业集团长远发展的品牌国际化发展战略。
【关键词】饭店企业集团 品牌国际化 品牌国际化战略
Research on Brand Internationalization Strategy of China’s Hotel Firms

Abstract

The development of hotel industry relies heavily on the external economic environment, with the integration of global market and economy, huge crisis existed in front of the Hotel Industry. Under this circumstance, the strategy of Global Branding becomes the best choice for hotel industry. For the domestic Hotel groups, the biggest challenge must be how to compete with the top international hotel groups in the world, who have rich experience in international brand expansion and a strong financial background. To win the combat, a reasonable and feasible international strategy for branding will be the key point.
The paper starts with the present development status and features of the international branding in domestic hotel industry. By the method of comparative study, the lag between domestic and abroad hotel groups and the obstacles in front of the domestic hotel groups are analyzed. Finally the paper comes up with the international branding strategy for the long-term development of local hotel groups.
【Key words】Hotel Firms, Brand Internationalization, Brand Internationalization strategy

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