中国经济型酒店品牌差异化建设思考
摘要:近几年,我国经济型酒店品牌发展速度非常快,但品牌规模较小,品牌产品差异化程度较低,产品质量不高,且价格混乱,这严重削弱了中国经济型酒店的竞争力,阻碍了中国经济型酒店的快速健康发展。目前,我国经济型酒店在发展中应实施差异化品牌战略,对酒店的市场、外观、价格及文化进行定位,形成自己的特色品牌,在此基础上进行差异化营销,建立差异化品牌,才能在日趋激烈的竞争中取胜。 关键词:经济型酒店;品牌;差异化 Abstract:Although China's economical-Type hotels have developed very fast these years, but the economical-type hotel's scale is smaller, the degree of the product differentiation is lower, and the quality of the products is not high, the price of the products is in a mass. These problems have strongly influenced competition ability and hindered the development of these hotel's. So the author think that the brand differentiation strategies should be established in China's economical-type hotels, though differential marketing based on orientating the market、the exterior、the price and the culture of the economical-type hotels. Only through constructing differential brand, Can the economical-type hotels succeed in the fuel competition. Key Words: economical-type hotel; brand; differentiation一、引言
经济型酒店这一称谓源于北美和欧洲。对于经济型酒店的概念,目前国内还没有统一定义。在欧美国家中,从价格角度来看,经济型酒店是区别于高档及中档酒店的低价格酒店;从产品功能来看,经济型酒店一般不设宽敞的'大堂、豪华的餐厅及健身房、游泳池等康体娱乐设施以及会议设施,主要提供客房服务和简单的早餐,是与全服务酒店相区别的有限服务酒店,因此,又被称为B
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