在消费升级的大背景下，旅游业快速发展，大旅游时代已拉开序幕，消费者 对酒店服务与品质的需求日益增高。广元市的区位优势和经济的持续发展，使广 元市酒店业获得了广阔的发展空间，各式各样的酒店纷纷涌现市场，互相抢夺市 场份额，使业内竞争愈演愈烈。在激烈的竞争环境下，广元市HT酒店面临的市 场压力越来越大，广元市HT酒店怎样设计合理的品牌竞争战略、怎样缓解广元 市HT酒店品牌竞争压力是广元市HT酒店当前考虑的重要问题。在这样的背景 下，怎样增加广元市HT酒店品牌知名度以及美誉度，得到更多客户的支持和认 可显得尤为重要，因此选择广元市HT酒店品牌建设策略进行研究具有重要的理 论和实践意义。在理论层面本研究可以进一步丰富酒店品牌建设领域的理论成 果，为今后的相关研究奠定一定的理论基矗在实践层面，本研究由广元市HT 酒店的品牌建设实际情况展开系统分析，给出相应的优化与整改方案，可以促进 广元市HT酒店的品牌建设和品牌管理，提升广元市HT酒店的品牌竞争力。 本论文以广元市HT酒店为研究对象，运用文献研究法回顾国内外文献之后进一 步梳理了研究所依托的品牌定位理论、品牌规划理论、品牌传播理论、品牌延伸 理论。运用调查研究法发现了广元市HT酒店品牌建设存在的问题主要表现为酒 店人员品牌意识淡薄，对顾客的品牌忠诚度重视不够，品牌定位不够细化，品牌 推广力度不够，缺乏品牌创新，品牌文化体现不足。鉴于此本文针对性提出了广 元市HT酒店品牌建设战略及策略，广元市HT酒店品牌建设战略要实现品牌知 名度与客户满意度全面提升的同时，确保广元市HT酒店的利润也保持增长。在 广元市HT酒店品牌建的指导理念方面首先要树立“HT酒店”品牌形象，强化广 元市HT酒店品牌统一性，进行差异化酒店品牌的精准投放广告。广元市HT酒店 品牌建设战略的主要内容应该围绕当前品牌建设中遇到的主要问题展开，也是广 元市HT酒店品牌建设的主要策略。研究指出广元市HT酒店品牌建设策略的主 西安建筑科技大学硕士学位论文 要内容包含品牌意识、品牌忠诚度、品牌维护、品牌创新、品牌文化几个方面。 其中强化品牌意识方面提出了领导者重视品牌建设与管理，围绕品牌建设完善组 织结构的建议。加强品牌维护方面提出了加强品牌的法律保护，注重产品和服务 质量提升，高度重视品牌的危机管理等建议。注重品牌创新方面提出了增强品牌 创新意识，注意品牌创新能力的提高，顺应新时代年轻群体的消费趋势，做好品 牌激活和品牌强化等建议。加强品牌文化建设方面提出了进行品牌公关活动，开 展品牌形象代言，推进品牌广告传播，拓展品牌传播途径等建议。最后从人力资 源管理保障、资金投入保障、品牌标准保障、信息系统保障等四个方面提出了广 元市HT酒店的品牌建设策略的保障措施。其中资金投入保障方面提出了明确基 本原则，平衡各项投资，注意系统反馈等建议；人力资源实施保障方面提出了优 化招聘及录用，注重绩效考核，加强员工培训，处理好员工关系等建议；信息系 统保障方面提出了注重品牌理念识别，注重品牌行为识别等建议。 关键词：酒店；品牌建设；品牌营销 西安建筑科技大学硕士学位论文 Researchonbrandbuildingstrategyof GuangyuanHThotel Specialty:BusinessAdministration Author:ZhaoQian Supervisor:JinQingmei Abstract Inthecontextofconsumptionupgrades,thetourismindustryhasdeveloped rapidly,theeraofbigtourismhasbegun,andconsumers'demandforhotelservices andqualityisalsoincreasing.ThegeographicaladvantagesofGuangyuanCityand thecontinuousdevelopmentoftheeconomyhavegivenGuangyuanCitythehotel industryabroadspacefordevelopment.Varioushotelshaveemergedinthemarket oneafteranother,grabbingeachother'smarketshare,andintensifyingcompetitionin theindustry.Inthefiercecompetitionenvironment,themarketpressurefacedbyHT HotelinGuangyuanCityisalsoincreasing.Howtodesignareasonablebrand competitionstrategyandhowtoalleviatethepressureofHThotelbrandcompetition isanimportantissuecurrentlyconsideredbyHTHotelinGuangyuanCity.Inthis context,howtoincreasethepopularityandreputationoftheHTHotelbrandin GuangyuanCityisparticularlyimportanttogainthesupportandrecognitionofmore customers.Therefore,itisofgreattheoreticalandpracticalsignificancetochoosethe HTHotelbrandbuildingstrategyforresearch.Atthetheoreticallevel,thisresearch canfurtherenrichthetheoreticalachievementsinthefieldofhotelbrandbuilding, andlayacertaintheoreticalfoundationforfuturerelatedresearch.Atthepractical level,thisstudywillsystematicallyanalyzetheactualsituationofthebrandbuilding ofHThotelsinGuangyuanCity,andgivecorrespondingoptimizationand rectificationplans,whichcanpromotethebrandbuildingandbrandmanagementof HThotelsandenhancethebrandcompetitivenessofHThotels. 西安建筑科技大学硕士学位论文 ThisthesistakesHTHotelinGuangyuanastheresearchobject.Afterreviewing theliteratureathomeandabroadwiththeliteratureresearchmethod,itfurthercombs thebrandpositioningtheory,brandplanningtheory,brandcommunicationtheoryand brandextensiontheorythattheresearchbaseson.Usingresearchmethodstofind problemsintheHThotelbrandbuildinginGuangyuanCity,themainmanifestations aretheweakbrandawarenessofhotelstaff,insufficientattentiontocustomerbrand loyalty,insufficientbrandpositioning,insufficientbrandpromotion,lackofbrand innovation,andbrandcultureUnder-represented.Inviewofthis,thisarticleputs forwardthestrategyandstrategyofHThotelbrandbuildinginGuangyuanCity.The strategyofHThotelbrandbuildinginGuangyuanCityshouldachievea comprehensiveincreaseinbrandawarenessandcustomersatisfaction,whileensuring thattheprofitofHThotelsalsomaintainsgrowth.IntheguidingconceptofHThotel brandbuildinginGuangyuanCity,wemustfirstestablishthebrandimageof"HT Hotel",strengthentheunityofHThotelbrandinGuangyuanCity,andcarryout differentiatedhotelbrands.ThemaincontentofHThotelbrandbuildingstrategy shouldfocusonthecurrentbrandThemainproblemsencounteredintheconstruction arealsothemainstrategiesforHThotelbrandbuilding.Thestudypointsoutthatthe maincontentsofHThotelbrandbuildingstrategyincludebrandawareness,brand loyalty,brandmaintenance,brandinnovation,andbrandculture.Amongthem, strengtheningbrandawarenessputforwardsuggestionsthatleadersattachimportance tobrandbuildingandmanagement,andimprovetheorganizationalstructurearound brandbuilding.Intermsofstrengtheningbrandmaintenance,ithasputforward suggestionsonstrengtheningthelegalprotectionofbrands,focusingonthe improvementofproductandservicequality,andattachinggreatimportancetocrisis managementofbrands.Focusingonbrandinnovation,itputsforwardsuggestionsto enhancebrandinnovationawareness,payattentiontotheimprovementofbrand innovationability,conformtotheconsumptiontrendofyounggroupsinthenewera, anddoagoodjobinbrandactivationandbrandstrengthening.Intermsof strengtheningbrandcultureconstruction,itputforwardsuggestionsonbrandpublic relationsactivities,brandimageendorsement,promotionofbrandadvertisingand expansionofbrandcommunicationchannels.Finally,fromthefouraspectsofhuman 西安建筑科技大学硕士学位论文 resourcesmanagementguarantee,capitalinvestmentguarantee,brandstandard guarantee,andinformationsystemguarantee,theguaranteemeasuresofthebrand buildingstrategyofHTHotelinGuangyuanCityareproposed.Amongthem,the fundinputguaranteeputforwardclearbasicprinciples,balancevariousinvestments, payattentiontosystemfeedbackandothersuggestions;thehumanresources implementationguaranteeputforwardsuggestionsonoptimizingrecruitmentand hiring,focusingonperformanceevaluation,strengtheningemployeetraining,and handlingemployeerelations;informationIntermsofsystemsecurity,suggestions suchasfocusingonbrandconceptrecognitionandbrandbehaviorrecognitionwere proposed. Keywords:hotel;brandbuilding；strategy 西安建筑科技大学硕士学位论文 I 目录 1绪论1 1.1研究背景与意义.1 1.1.1研究背景..1 1.1.2研究目的和意义.....................2 1.2研究综述.............2 1.2.1国外研究综述.........................2 1.2.2国内研究综述.........................3 1.3研究内容与方法.5 1.3.1研究内容..5 1.3.2研究方法..6 2概念界定与相关理论概述..........................8 2.1概念界定.............8 2.1.1品牌..........8 2.1.2品牌建设..8 2.2相关理论概述.....9 2.2.1品牌定位理论.........................9 2.2.2品牌规划理论.........................9 2.2.3品牌传播理论.......................10 2.2.4品牌延伸理论.......................10 3广元市HT酒店的品牌建设现状调查与分析.......................11 3.1广元市HT酒店简介.....................11 3.2广元市HT酒店的品牌建设现状调查........................12 3.2.1调查目的和方法...................12 3.2.2调查问卷的实施...................12 3.2.3数据统计13 3.2.4调查问卷的实施...................13 3.2.5调查结果的分析...................14 3.3广元市HT酒店品牌建设存在的问题分析.