关于旅游饭店实施名牌战略的初步探讨

本文分析了旅游饭店实施名牌战略的迫切性和重要性，提出了以创立高知名度、高信誉度、高市场份额和高效益的“四高产品”为目标，以开发卓越的饭店产品、塑造良好的饭店企业形象、运用高超的宣传促销艺术、建立先进完备的饭店内部支持系统为“四根支柱”，以充分发挥饭店人才的作用为“一个根本”的饭店名牌战略“４４１”模式，并探讨了实施饭店名牌战略的主要途径。

On the practice of the brand strategy of hotels

This paper makes analysis the urgency and importance of hotels' practice of the brand strategy. It suggests that hotels should set as their objectives the creation of a well-known name,good reputation, high share of the market and high efficiency,and erect as "four pillars" the development of outstanding service,creation of a good profile,use of sophisticated techniques of advertisement and establishment of an advanced and perfect internal supporting system;they should also make the best use of the latent they possess. The paper also probes the ways for hotels to practice the brand strategy.