工商管理本科毕业论文 对锦江集团实施饭店品牌战略的思考

工商管理本科毕业论文范文对锦江集团实施饭店品牌战略的思考目录内容摘要3ABSTRACT4文献综述5一、基本理论饭店品牌战略的基本内涵9（一）品牌9（二）饭店品牌10（三）饭店品牌战略10二、历史回顾锦江品牌的形成10（一）历程概述101、锦江饭店102、锦江联营公司113、锦江国际管理公司114、锦江国际（集团）有限公司11（二）锦江品牌的内涵111、商标112、经营模式123、企业文化124、锦江人12三、现实挑战锦江品牌发展的内外部环境分析13（一）面临日趋激烈的品牌竞争131、锦江品牌拓展受到外国饭店管理公司的竞争挤压132、锦江品牌拓展也受到国内饭店管理公司的挑战13（二）自身存在的主要问题131、品牌国际认知与规模问题142、品牌形象识别问题143、品牌竞争素质问题144、品牌竞争素质问题155、品牌销售网络问题15四、未来走向锦江品牌的发展对策15（一）实施分品牌战略15（二）强化品牌营销151、加强广告宣传152、开展联合营销163、改革品牌推广164、建设订房系统16（三）扩张品牌规模161、扩张目标162、扩张方式16（四）提升品牌质量171、提高服务品质172、加强质量监控17（五）G6183G17908品牌G6915G6757G1319系171、G3621G17908品牌G13856业经理人1G272、G1593G1852G1852G2604G3533G16769G1319系1G27附录本土集团18强锦江19跨国酒店集团竞争情报21参考文献25致谢27内容摘要G7424文G3272G13481G6238锦江国际集团G2031建G1038一G1022国际G14891G2529饭店管理品牌的主题展开G11752G12362G712在G11752G12362G7562G7512G990G712主要G1209锦江品牌G17819G2447、G10628在G2656G7422G7481的G7114G19400G2469展G20046G5219G7481G7562G7512G712G6984G1022G11752G12362文G12468分四G3835G18108分G726在G4557与品牌G11468G1863的G3534G7424理G16782G19428述的G3534G11796G990G712G3250G20050G5647G13479锦江品牌形G6116的历G2502G17819程G2462G1866品牌G1028G4512内涵G712G4469G16282G6593G12046G1114G10628G19466G8585实施锦江饭店品牌战略G6164面临的一G1135G1139G5465G16311G1927的G10954G20060问题G712G17839G13792G5617G13783提G1998G1114G3926G1321G2174G2159G6238锦江品牌G7512建G1038饭店管理的G1002G11040G14891G2529品牌的战略G4557G12586G6526施G452在G11752G12362方G8873G990G712主要G18331G2474G1114三G12193方G8873G726一G7171文G10498G17176G7021G2454G13783G8873G712G7609G19417G1114有G1863锦江品牌G2469展的历G2502G17176G7021G1209G2462G10628G10378G7460G7021G712G7609G19417G1114有G1863品牌G2462G1866G11468G1863问题的一G1135G1082G12833、G2014G10301G2656网G990文G12468G712G1114G16311G1119实G712G6496G6581理G16782G712G1209G1427理G16782联系实际G452二G7171G7708G1375分G7524G8873G712G2090G7524G1114一G1135国际饭店管理公司实施品牌战略的G5785G1929G712G7368G3921G3332知G5062知G5456G712G5194G1523G18504G6116G2163经验G1038我G6164用G712“他山之石G712可G1209攻玉”G452三G7171中外比较G8873G712G3272G13481中外饭店管理的品牌竞争G2159问题G17839行G1114G4557比分G7524G712在综合分G7524G3534G11796G990G712明确锦江的G10628实差距G2656G2174G2159方向G452关键词锦江品牌饭店品牌品牌战略ABSTRACTATPRESENT,JINJIANGINTERNATIONALMANAGEMENTCO,LTDHASBEENTHENUMBERONECOMPANYOFCHINATOPTENRESTAURANTCOMPANIESTHISPAPEREXPANDSRESEARCHESENCIRCLINGTHETOPICOFESTABLISHINGANINTERNATIONALNOTABLEBRANDFORJINJIANGINTERNATIONALMANAGEMENTCO,LTDITREVIEWSTHEHISTORICFORMATIVEPROCESSOFJINJIANGBRANDANDSUMMARIZESTHERICHCONTENTSOFTHEBRAND,ITSCANSANDPOSTSSOMEBOTTLENECKSTHATNEEDTOBESOLVEDURGENTLYFORJINJIANGINTERNATIONALANDTHENPUTSFORWARDTHESTRATEGIESANDCOUNTERMEASURESTHATHOWTOESTABLISHTHEWORLDFAMOUSBRANDFORJINJIANGASARESTAURANTMANAGEMENTCOMPANYIMAINLYCHOSETHREERESEARCHMETHODSTHEFIRSTONEISLITERATUREDATAREFERENCEMETHODIREFERREDTOHISTORICALANDCURRENTMATERIALSABOUTTHEDEVELOPMENTOFJINGJIANGINTERNATIONALSBRAND,INCLUDINGBOOKS,JOURNALSANDINTERNETTHESECONDISCASEANALYTICALMETHODIANALYZEDSOMECASESABOUTSOMEINTERNATIONALHOTELCOMPANIESANDTHEIRBRANDSTRATEGIES,ANDUSETHEIRSUCCESSFULEXPERIENCEFORREFERENCETHETHIRDISCOMPARATIVEMETHODICOMPAREDANDANALYZEDTHEBRANDCOMPETITIONISSUESABOUTTHEMANAGEMENTOFCHINAANDFOREIGNCOUNTRIESHOTELSBASINGONTHESYNTHETICALANALYSIS,IMADECLEARTHEREALISTICGAPANDSTRUGGLINGDIRECTIONOFJINGJIANGKEYWORDSJINJIANGBRANDHOTELSBRANDBRANDSTRATEGY文献综述一、关于品牌品牌G7171G10628代营销管理G11752G12362中一G1022重要范畴G452美国市场营销协会G1863于品牌的表述G1038G712品牌G7171一G12193G2529称、术语、标记、符号或设计G712或G7171它们的组合运用G712G1866目的G7171藉G1209辨认某G1022销售者或某群销售者的产品或服务G712G5194使之同竞争G4557手的产品G2656服务区别开G7481A1G452G14891G2529营销学G3835师菲利普科特勒指G1998G712品牌从G7424质G990G7481说G712G7171销售者向购买者长期提供的一组特定的特点、利益G2656服务G452最G3921的品牌传达G1114质量的保证G452他认G1038G712一G1022品牌能表达属性、利益、价值、文化、G1022性、使用者等方面的含义G452他还指G1998G712各G12193品牌在市场G990的G2159量G2656价值G7171不同的G452一G1022有G2159量的品牌被称G1038有高的品牌财产价值A2G452美国哈佛G3835学商学院教授G3835卫阿诺DAVIDARNOLD认G1038品牌G7171一G12193类似G6116见的偏见G712G6116G2163的品牌G7171长期、持续的建立产品定位G2462G1022性的G6116果G712消费者G4557它有较高的认同G712市场领导G3332位G2462高利润自G9994G19555之G13792G7481G452G14533国G14891G2529品牌G999G4490G5455G13447G1008G4624认G1038G712一G1022G6116G2163的品牌G7171一G1022G3921的产品、服务、人或G3332方G712使购买者或使用者G14731G5483最能G9397G17287他们G19668要的价值G452品牌的G6116G2163G9316于面G4557竞争能G3827G13499续保持G1866G19480加价值G452品牌产品中有形的G2163能G6940用G4557G20050G4470的G5445G2721G2159G2494有20G8G712G2376G2356G2447G1114G1866G10995产G5647G6116G7424的G270G8G727G7092形价值（G19480加价值）G18108分G4557G20050G4470的G5445G2721G2159高达G27G8G712G1306G1866G6116G7424G2494G2356G5647G6116G7424的20G8G452品牌竞争G1260G2195表G10628在能G3827使企业G3698加市场G2356有G10587G712同G7114G19489G1314G6116G7424、提高G13501G6940G452二、关于饭店品牌战略及管理的研究饭店品牌战略管理G7171品牌管理的重要范畴G712G19555G11540服务业在经G8994G3698长中的比G1375日益G3698加G712G2265G6336品牌战略在内的饭店管理的重要性G4570日益G12373G1998G452G1306G7171G712G4470G16278G3332说G712与G1259G3822品牌战略G11752G12362文G10498G11468比G712饭店品牌战略或者饭店品牌管理的G11752G12362文G10498还比较G4581G712G4557它的G11752G12362G4590G3800在G17227G8505G19466G8585G452G1209中国期G2014网（G90G90G90G70NG78ING72G87）G7609G16822G712G6142G8502A0A3A4A5A6A7A8A9A10A11A12A13A14A15A3A16A17A18A19A20A21A22A23A24A11A25A26A27A28A25A29A30A31A11A32A7A8A33A34A35A36A37A28A38A39A28A40A41A27A42A43A44A15A45A46A47A16A48A49A50A11A51A52A35A51A52A53A54A55A47A56A11A57A58A59A60A15A3A16A17A18A19A20A21A22A23A24A11A25A26A27A28A25A29A30A31A11A32A7A8A33A34A35A36A37A28A38A39A28A40A41A27A42A43A44A15A45A46A47A16A48A49A50A11A51A52A35A51A52A53A54A55A47A56A11A45A61A62A632006G51923G73881日G712有G1863品牌战略G11752G12362的各类文G10498G103811001G12699G712G1863于饭店品牌管理的文G10498G17829G276G12699G712G235607G27G8G4522000G5192G1209G2081的G11468G1863文G10498G27G12699G7122000G5192G1209G2530的文G10498G18617G27G12699G452（一）饭店品牌的内涵及其本质G2537建G1903G4557G18214店与G2529牌的G1863系G712G1328G1998G1114G12946G17779的G19428述G452他认G1038G712G7512G6116G18214店品牌的G7692G5527要素G7171G12295定的服务质量、高G20081的市场G2356有G10587、G21104明的企业形象、高G8712G1946的经营、有G6940的管理、较高的文化含量G1209G2462G11013G8504产G10995的高G6940益G452从G8873学G16294G5242G13792G16340G712G18214店G2529牌G7171一G12193知识产G7447G727从经G8994学G16294G5242G7481G11487G712它G7171一G12193G7092形G17176产G452G2537建G1903指G1998G712中国G18214店要G2031品牌G712G5529G20047达到高质量、高知G2529G5242、高市场G2356有G10587、高经G8994G6940益的“四高”特G5461G712要G19764质量、广告、商G16477三G1022G6915点G712G6188G17227G18214店的品牌A64G452G21656G2081G17839、石G10800认G1038G712品牌G7171商品G990的标G5547G712G7171企业产品质量、特G5461、性能、用G17896、等G13435的概G6336性象G5461G712G1969G13870企业的G20130G7696、G12946G12082G2656G1461G16477G452饭店集团的品牌G17176产能加强消费者G4557购买产品的认知G712G3698加产品的G19480加值G712G1431G17839消费者G4557G1866G1260G1820G17885G6333G712G4600G1866G7171饭店产品的质量差G5334日益G13565G4579G712集团品牌G5062经称G1038消费者G17885G6333的重要G1393G6466G452实G10628饭店集团化G712G1866目的G7171G4613G7171G2469G6393品牌G1260G2195G712G1523G2173品牌G5556G16814G712提高集团的市场竞争G2159G712扩G3835集团市场G2356有G10587G712G3698强集团G1969G13870G2159G452G3252G8504G712集团品牌G7171饭店集团差G5334化战略的G3534G11796A65G452（二）我国饭店品牌管理的发展及其问题G20771G4579G4445在G457中国饭店业品牌化G2469展的战略G2462G5617G17347G458一文中G2258G11023G1114中国饭店品牌化的四G1022G19466G8585G726（1）不G19668要品牌的G5192代G71220G1002G13438G270G5192代G2081半期G452（2）引入品牌的G5192代G71220G1002G13438G270G5192代中期G1209G2530到20G1002G1343890G5192代G2081期G712当G7114“洋”的G4613G7171G3921的G452（3）G2031G17908品牌的G5192代G71220G1002G1343890G5192代G2530半期到G10628在G712G3835G4490G4557品牌的认识在逐G8505提高G452（4）品牌融合的G5192代G712这G7171G7422G7481的趋G2195A66G452社会环境缺乏品牌企业G10995长的土壤G712饭店业管理理念落G2530G712缺乏品牌意识G712从业人G2604G5647G1319素质较差,G7092G8873树立品牌A67G452没有明确的战略G1820行意识G712没有赋予品牌明确的文化内涵G712也没有系统的A68A69A70A71A11A32A72A73A74A75A76A77A78A79A80A81A44A48A82A50A11A83A84A21A85A61A59A59A46A86A87A88A89A90A91A92A28A93A94A11A32A95A96A75A97A98A99A78A100A101A79A102A103A44A48A82A50A11A104A105A106A107A87A108A108A108A86A109A88A11A59A62A110A59A59A111A112A113A114A11A32A115A4A96A75A105A99A78A116A117A118A79A100A101A119A80A120A44A48A82A50A11A96A75A121A122A116A87A108A108A109A86A109A88A11A61A46A110A87A109A123A124A125A28A126A127A128A11A32A129A4A96A75A105A102A103A99A78A100A101A130A131A44A48A82A50A11A132A52A133A85A85A134A15A135A85A56A10A21A85A47A16A87A108A108A136A86A109A88A11A59A57A110A59A59CI识别G12586划系统G2462品牌宣传与保护的意识G727有的在输G1998管理G7114G712G1038管理G13792管理G712G5194没有输G1998自己的品牌、文化G2656经营理念G712也没有在管理G17819程中有G2159G3332宣传推广品牌A137G452（三）构建饭店品牌战略的策略G21656G2081G17839认G1038G712饭店集团要G2031建品牌G712要在质量、技术、管理、G2031新、营销等方面下G2163夫G712有G1866长期性G2656艰巨性G712不可能一蹴G13792G4613G712G3252G8504G712G2469展品牌经营G712要有政G12586G712有良G3921外G18108环境A138G452张伟强等G11752G12362指G1998G712在我国饭店业表面强G3835的市场阵容下G712经G8994G6940益的G10378G1929不容乐G16278G452饭店盈利严重“G13565G8712”的一G1022重要原G3252G712不G7171饭店太G3822G712G13792G7171缺乏“品牌”G452他认G1038G712中国饭店品牌G5529G20047G16311G1927三G1022问题G726（1）服务G1319系化G712即规范化服务、G1022性化服务、超值服务、金钥匙服务等融合G712形G6116的一G1022综合的服务G1319系G452（2）建立G3534于高新技术G2656分G7114G5242假改革的营销G452（3）管理问题G712G3800理G3921素质与质量、加强市场G11752G12362G2656细分等G452李俊梅、余维祥认G1038G712饭店G2469展战略的制定G5529G20047建立在饭店外G18108环境G2656内G18108条件分G7524G11752G12362的G3534G11796G990G712它G7171G4557饭店G7422G7481G2469展的一G12193长远的、系统的G2656G1852局的规划G452饭店的品牌、声G16477G2462G1866G6164G2265含的企业文化、组织能G2159、服务质量等G11468G1863G3252素G1209G2462营销渠道、价G7696G12586略、技术G17176G9316等品牌代表G11540企业的形象G712蕴含G11540企业的文化氛G3272、组织能G2159G2462服务质量、产品层次等内容G712G7422G7481在市场中谁拥有G14891G2529品牌G712谁G4613能G6496G6581竞争的主动G7447G712G3252G8504中国饭店G5529G20047强化品牌意识G712G5194加快品牌建设G17839程G452品牌建设中中国饭店G5529G20047注重商标的设计与注册G712G3252G1038商标可G1209从G8873律层面G4557品牌实施保护G712G3921的商标也有G2173于饭店品牌形象的树立G2656传播G452G11013于品牌建设G7171一项复杂的系统工程G712G19668要饭店漫长的、复杂的积累G712具有很强的入径G1393赖性（PAG87HDG72PG72NDG72NG70Y）G712使竞争者不易模仿G712G6164G1209品牌建设有G2173于饭店战略的制定与实施G452G3926香G7696里拉饭店的品牌建设G4613十分G6116G2163G452香G7696里拉G7424意指“G1002外桃G9316”、“人G19400天堂”G712饭店G2474这G1022G2529字G4613给消费者G1209美G3921的想象G712认G1038该饭店一定G7171一G1022舒适、美丽的G3332方G712G2530G7481饭店经G17819不懈的G2174G2159也营G17908G1998同消费者G5527目中一样的A139A140A141A142A143A144A145A146A147A148A149A150A151A152A153A154A155A156A157A158A145A159A160A161A162A143A163A164A165A166A167A145A168A169A170A169A171A172A173A173A174A175A176A177A143A178A179A180A178A181A182A183A184A185A186A187A188A143A144A189A147A148A151A152A153A154A190A191A192A193A194A159A160A161A162A143A195A196A197A198A172A173A173A173A175A174A177A143A178A199A180A178A178形象G712G6116G1038企业重要的G7092形G17176G9316A200G452陈春琴、曾G17347G712我国饭店企业在G1927定品牌战略G7114G712有四G12193类型可供G17885G6333G712即G3822品牌战略、单一品牌战略、连锁品牌战略G1209G2462企业G2529称与G1022别品牌G5194用战略G712它们分别具有自身的G1260缺点G2656不同的适用条件A201A202G452王兴琼撰文指G1998G712我国饭店可G1523G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