品牌营销与品牌形象管理研究3

目录

引言·······························································2

一、品牌营销管理的综述··············································2

二、品牌现状分析····················································2

（一）品牌营销基本情况分析··········································2

（二）现行的品牌营销策略············································3

三、如家酒店集团品牌营销管理存在问题································4

（一）消费者的一般需求特点··········································4

（二）消费者对品牌的认知和评价·······································5

（三）品牌在不同场合优劣势表现······································5

（四）消费者对竞争品牌的认识和评价···································6

四、改善如家酒店集团品牌营销管理的措施······························7

（一）做好品牌定位,彰显品牌特色·······································

（二）优化品牌架构,谋求产品与品牌的匹配······························

（三）整合营销传播,塑造品牌形象·······································

（四）为品牌建设服务体系············································

五、参考文献························································

引言

在二十一世纪的全球化竞争年代，创建国际品牌无疑是企业参与世界竞争的必由之路,品牌将引领方向，帮助企业在汹涌澎湃的市场汪洋中进行正确的导航，驶向成功的彼岸；品牌将驱动企业的经营战略，有效地进行资源的优化配置，集中于创建强势的品牌。作为一个真正的品牌，形象是不可缺少的，而且形象是品牌的“脸面”。 

随着时代进步，经济快速发展，人民生活水平的提高,大众旅游业也得到了长足发展，越来越多的消费者在出行方面开始选择适合自己的酒店，经济型连锁酒店应运而生面对巨大的商机，大大小小的经济型连锁酒店在迅速发展以期从新市场获得最大利润。