Abstract
In today's society, the idea of Brand Management has gone deep into all walks of
life, the hotel industry is no exception. The hotel brand has become a key factor to
determine the hotel market competitiveness. China’s tourism is now facing great
opportunities to develop rapidly, because of the successful holding of Beijing Olympics
and Shanghai World Expo. The hotel industry as the basic industries of tourism, the
number of star hotels keeps surging with the high competition. In recent years,
Three-star hotel have been expanding, while its brand influence is very limited.
Chengdu is an important node of the western development strategy, as in southwest
China's political, cultural, leisure, recreation centers, many internationally renowned
hotel brands determined to seize the market. In contrast with the outstanding
internationally renowned hotel brand management, there is no well-known brand of the
local three-star hotels in Chengdu ,which has been bring a great impact on the
development of local three-star hotel in Chengdu.
Based on the development of the three-star hotels and brand management status,
this paper focuses on finding the problem faced by the three-star hotel industry; Then,
according to the practical analysis of the LH hotel, this paper promote some strategic
measures; Finally, summarize the main ideas, outlook and future direction of
development of the three-star hotel brand management.
Used the thesis of modern service industry, marketing management, brand
management , combined with the statistical data analysis, this paper begin to study the
status and issues of three-star hotel development , then analysis the LH-hotel brand
management status and brand competitiveness, thus raise the effective measures in order
to enhance the LH Hotel brand competitiveness.
Key Words: brand brand management brand competitiveness
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