1, the basic idea of hotel brand
Hotel brand is a compound concept, it associates by acknowledge of brand name, brand, brand, colour of brand mark, brand, brand is packed and the numerous element composition such as brand. Hotel brand is the mark of product and service, it is containing the substantial information such as service function, quality, characteristic, it is the report that the height of figure of whole of hotel service product centers, also be the outstanding report of company image. Hotel service quality and characteristic are the core of hotel brand, the agrees with feeling, operator credit of the individual character that what its reflect is hotel service product, consumer is waited a moment a series of company image essential factor.
The brand is a complex symbol, the combination that a good hotel brand is a kind of name, term, mark, symbol, design and them not just is applied, more important is the value that brand place delivers, culture and individual character, they determined the basis of hotel brand.
2, the brand with the favorable effect of hotel brand conduces to establish a public house the market competition ability of the good figure, influence that enlarges an enterprise and product, improve the economic benefits of the hotel and social beneficial result thereby. This kind of action of the brand is specific can behave in the following respects:
① identifies function
The function that hotel brand is including the service product that its offer, quality, characteristic, culture waits substantial information a moment, service figure and company image are being represented in consumer memory. In market sale, consumer produces feeling of a kind of whole to the brand, this is brand acknowledge. When consumer buys the service product of the hotel, their buy behavior to be behaved above all for the choice, quite. And the mark that the brand is service quality in consumer memory, it is representing the character of the service, characteristic.
Action of ② sales promotion
The sales promotion action of hotel brand basically behaves in two respects:
(1) is representing different service characteristic and character as a result of hotel brand, consumer often selects a product according to the brand, because this brand is helpful for,cause demand of consumer attention, contented consumer, implementation to enlarge the end that the product sells.
(2) according to brand selects a product or often serve as a result of consumer, make a hotel can care the fame of the brand more, ceaseless innovation serves a product, strengthen quality management, establish good company image, make the brand runs the course that is on benign loop.
③ appreciation action
The brand is the intangible assets of the enterprise, itself can serve as commodity by buying and selling, have very great value. If have data exposure, value of image of holiday hotel brand is next to Coke Cola and road of 10 thousand treasure, amount to about a hundred 100 million dollars, what the brand already made competition ability of holiday group core is explicit reflect. In the meantime, the value of the brand for the enterprise to having it, the sale gift system that should adopt a product comes out now. The brand value that includes in the product is different, the value of the product also can have very big different. Same a pair of shoes, hit be able to bear or endure the mark of the gram can compare original price rise in value to arrive severalfold ten times, because this is famous,the brand can make the product soars greatly value.
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