国际酒店集团在华品牌扩张研究_马铭霞

I国际酒店集团在华品牌扩张研究—以喜达屋酒店及度假村集团为例中文摘要近年来，随着我国经济的持续高速增长，人民生活水平的不断提高，伴随着旅游热潮的来临，我国酒店发展进入了黄金季节，而国际知名酒店集团也纷至沓来抢占中国市场进行品牌扩张，给我国酒店业发展注入了新鲜活力，也带来了前所未有的压力。然而，我国酒店集团化发展的研究仍然处于初始阶段，理论界对这种新型的酒店管理模式研究较少，对国内酒店发展难以形成有效的指导。为此，本文在搜集整理大量国内外文献基础上，运用经济学理论、跨国公司理论和品牌扩张相关理论，对国际酒店在华品牌扩张进行了深入研究分析；同时本文还在利润驱动、经济全球化的推动等方面，分析了国际酒店集团在华品牌扩张的动因；从品牌结构档次、扩张模式等多方面，对国际酒店扩张现状进行细致分析，得出国际酒店集团在华扩张的路径、战略、产生的影响和意义，以及国内酒店能够从中获取的经验和教训。此外，本文还结合较有代表性的国际酒店集团——喜达屋国际酒店集团在华品牌扩张的实例，分析了国际酒店的品牌扩张的战略及实施效果，从而为国内酒店应对国际酒店集团在华扩张和实现自身品牌扩张提供了应对策略和参考意见，对我国酒店集团品牌的扩张具有较高的启发意义和参考价值。[关键词]酒店集团；品牌扩张；品牌档次；扩张模式；扩张战略ITheStudyonBrandExpansionofInternationalHotelGroupinChina——WithStarwoodHotels&ResortsWorldwideInc.asanexampleAbstractWiththesustainedrapidgrowthofoureconomyandthecontinuousimprovementofpeople'slivingstandardsinrecentyears,alongwiththeadventofthetouristboom,China'shoteldevelopmenthasenteredagoldenseason.Withbrandexpansion,globalhotelgroupseizedmostoftheChinesehotelmarketshareinrecentyears,whichhadinjectedfreshvitalitytothedevelopmentofthehotelindustryandunprecedentedpressure.However,thestudyofthedevelopmentofChina'sHotelGroupisstillintheinitialstagewithlesstheoriesofthisnewhotelmanagementmode.Soitisdifficulttoformaneffectiveguidancefordomestichotelgroup.Collectedalargenumberofdomesticandinternationalliteratureonthebasisofthispaper,theuseofinternationalproductioncompromisetheory,theoryofriskdiversificationandexpansionstrategytheory,thelocationadvantagetheoryandothertheories,authoranalysisthebrandexpansionofinternationalhotelinChina,sametimeinthisarticlealsoprofit-drivenmotivationtopromoteotheraspectsofeconomicglobalization,theinternationalhotelgroupinChinabrandexpansion,aspectsofbrandstructuregradeexpansionmodedetailedanalysisofinternationalhotelexpansionnowobtainedinternationalhotelgroupinChinaexpansionofthewaystomeasuretheimpactandsignificance,aswellasdomestichotelscangainexperienceandlessonslearned.Inaddition,combinedwithamorerepresentativeinternationalhotelgroup-StarwoodHotelsGroupinChinaasanexample,authoranalysesinternationalhotelbrandexpansionstrategyandtheirutilityinordertoprovidedomestichotelgroupinternationalhotelbrandexpansionstrategyandsuggestions.Keywords:BrandstretchingBrandexpansionBrandgradeExpansionmodeExpansionstrategyII目录1绪论........................................................................................................................................11.1选题背景及研究意义..................................................................................................11.1.1选题背景............................................................................................................11.1.2研究意义............................................................................................................21.2本文的研究方法与技术路线......................................................................................21.2.1研究方法............................................................................................................21.2.2研究思路及技术路线图....................................................................................31.2.3研究内容.............................................................................................................42理论基础及相关研究综述....................................................................................................52.1相关概念界定..............................................................................................................52.1.1酒店集团............................................................................................................52.1.2品牌的概念........................................................................................................52.1.3酒店品牌扩张的概念........................................................................................62.1.4SPG俱乐部.........................................................................................................72.2相关理论概述..............................................................................................................72.2.1国际贸易相关理论............................................................................................72.2.2品牌相关理论....................................................................................................82.3研究综述....................................................................................................................122.3.1国外相关研究进展..........................................................................................122.3.2国内相关研究进展..........................................................................................133基于全球化视角研究国际酒店集团发展概况..................................................................153.1经济全球化背景下世界旅游经济的发展概况........................................................153.1.1世界旅游业发展不平衡，呈现波动增长趋势..............................................153.1.2旅游业在世界经济中占据地位越来越重要..................................................153.1.3旅游已逐步融入人们生活，且消费需求向多元化方向发展......................163.2全球旅游业发展与酒店业发展................................................................................163.3国际酒店集团的发展现状.................