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| 论文编号： | 717 | |
| 作者编号： | 2120062085 | |
| 上传时间： | 2008/6/20 13:43:33 | |
| 中文题目： | 饭店品牌价值增值模式研究 | |
| 英文题目： | Hotel Brand Value Appreciation | |
| 指导老师： | 李天元 | |
| 中文关键字： | 品牌;饭店品牌;饭店品牌价值;模< | |
| 英文关键字： | brand;hotel brand;hotel brand | |
| 中文摘要： | 随着社会的变迁和经济的发展，世界饭店业已经进入品牌竞争的时代，加之随中国入世而来的国内饭店市场愈演愈烈的竞争趋势，品牌已经成为我国饭店企业提高自身竞争力的关键。而现阶段我国饭店企业的品牌建设还处于起步阶段，远未达到能与国际著名饭店集团品牌相抗衡的水平，尤其在国内高端饭店市场中，国际品牌占据着明显的优势，我国饭店企业品牌建设迫在眉睫。正是基于这样的背景，本文选题应运而生了。在明确了本选题的背景和意义之后，本文对品牌和饭店品牌相关理论研究进行了综述。基于以上两个部分的内容，本文进入了核心章节的叙述。核心章节分为三个部分，先是对饭店品牌个性特征进行了归纳和阐述，在此基础上分析了饭店品牌价值形成的内在机制，并构建了基于饭店和顾客二元互动机制的饭店品牌价值形成模型。在二元互动机制的引导下，本文识别了饭店品牌价值创造的一系列阶段，并分析了各阶段所起的作用和他们之间存在的内在关系，最终以饭店品牌价值创造模型来说明饭店品牌价值创造和增值的一系列过程。本文结论部分对本研究的成果进行了归纳，并提炼出了两大创新点和一些需要进一步研究的问题。 | |
| 英文摘要： | Along with social transition and economical development, world hospitality industry has stepped into the age of brand competition. Added with the fuelled domestic hotel market competition accompanied by China’s entry of WTO, brand has been the key for domestic hotels to gain themselves’ competitiveness. However, at present, brand building of our country’s hotels is just at its early stage, far away from the state which can be confronted with famous international hotel groups’ brands. International hotel brands have their obvious advantages, especially in the domestic luxury market. Brand building for hotels at home is inescapable. That’s the right background of this thesis. After the introduction of the meaning of this thesis and the method used in it, it is the review on research of related theories, including brand theory and hotel brand theory. On the understanding of the above two parts, the thesis goes to its key parts, which are divided into three chapters. First is the analysis on hotel brand’s characteristics and hotel brand’s value. Then, based on dualistic interaction structure, a model of how hotel brand’s value is produced is shaped. Next, a model of hotel brand’s value creation, which is built on a series of theories of brand asset and brand management, is built. Conclusion on this thesis and summarization of the innovations form the last part of this thesis. | |
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