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论文编号：	129
作者编号：	2120052010
上传时间：	2007/6/24 11:02:30
中文题目：	我国饭店品牌文化战略研究
英文题目：	The Brand Culture in Hotel Str
指导老师：	齐善鸿
中文关键字：	饭店;品牌文化;战略>
英文关键字：	Hotel;Brand Culture;Strategy/
中文摘要：	随着经济的全球化，市场竞争的格局和形式发生了深刻的变化。一方面，市场竞争更趋激烈；另一方面，市场竞争的层次不断提高，从质量竞争、价格竞争，发展到品牌竞争和文化竞争。在饭店行业，随着人们的物质生活水平逐年提高，饭店将要面对日益成熟和更加挑剔的消费者，这些客人不仅要满足功能上、生活上的一般物质需求，而且追求饭店服务中所具有的文化氛围和在文化附加值中得到自尊和成就感的满足。国际饭店市场上的竞争已不再是产品的竞争，转而成为理念与观念的竞争，因此，营造我国饭店服务产品中的文化氛围，是加速服务产品向高层次发展的必然趋势。 饭店品牌文化是饭店品牌的内涵和灵魂，它贯穿和渗透于饭店品牌建设的方方面面，战略性的指导和支撑着品牌的成长和发展，是决定饭店品牌是否长青的关键所在。因此本文研究的核心内容在于饭店品牌文化战略地位的确立及饭店品牌文化战略的战略体系构建和展开。在对相关理论研究进行总结和回顾的基础之上，本文首先从对我国饭店品牌文化建设现状的分析和相关理论分析的角度出发，阐明饭店品牌文化建设的必要性，确立了饭店品牌文化建设的战略地位；其次，本文提出了饭店品牌文化战略的涵义，分析战略的作用机制，并构建出饭店品牌文化战略的系统模型；最后，本文对我国饭店品牌文化战略的开展提出了一些切实的实施思路。饭店品牌文化战略是一个多渠道、全过程的动态建设战略，它以饭店的主要利益主体为目标对象，顺应文化的作用规律，从不同的角度发挥品牌文化的巨大感召力，最大限度地激活品牌的能量，同时，它也是饭店业由品牌竞争向文化竞争发展的一个过渡性的战略思路。
英文摘要：	Along with the globalization of the economy, the situation and form of the market competition have deep varieties. The market competition is gradually vigorous, in the meantime the market competitive level rises continuously. Along with the exaltation of the physical life level, the hotel will face increasingly mature consumers. These guests not only request to satisfy a general material need, but also pursue the cultural atmosphere in the hotel service. The competition of the international hotel market has transferred from the competition of product to the competition of principle and idea. Therefore, the construction of the cultural atmosphere in the hotel service is the inevitable trend for accelerating the service product towards a high level. The brand culture in hotel is the soul of the hotel brand, which permeates in each aspect of the hotel brand construction and instructs the growth and development of the brand strategically. It decides whether the hotel brand will grow green or not. Therefore, the core of this thesis lies in the strategic position establishment of the brand culture in hotel and the setting up and launching of the strategic system of brand culture in hotel. This thesis clarifies the necessity of construction of the brand culture in hotel and establishes its strategic position. Then, this thesis puts forward the connotation of the brand culture in hotel strategy, analyzes the function mechanism of this strategy, and sets up a strategic system model of it. At the end, this thesis puts forward some solid implementing way for carrying on the brand culture in hotel strategy. Brand culture in hotel strategy is a whole-way and whole-processing strategy. It takes the main stakeholders of the hotel as the target, adjusts the function of culture, and releases the huge inspiration of the brand culture from different angles. In the meantime, it is also a symbolic strategy which leads the hotel industry to transfer from the brand competition to the cultural competition.
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