品牌營銷與品牌形象管理研究3

目錄

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

一、品牌營銷管理的綜述··············································2

二、品牌現狀分析····················································2

（一）品牌營銷基本情況分析··········································2

（二）現行的品牌營銷策略············································3

三、如家酒店集團品牌營銷管理存在問題································4

（一）消費者的一般需求特點··········································4

（二）消費者對品牌的認知和評價·······································5

（三）品牌在不同場合優劣勢表現······································5

（四）消費者對競爭品牌的認識和評價···································6

四、改善如家酒店集團品牌營銷管理的措施······························7

（一）做好品牌定位,彰顯品牌特色·······································

（二）優化品牌架構,謀求產品與品牌的匹配······························

（三）整合營銷傳播,塑造品牌形象·······································

（四）為品牌建設服務體系············································

五、參考文獻························································

引言

在二十一世紀的全球化競爭年代，創建國際品牌無疑是企業參與世界競爭的必由之路,品牌將引領方向，幫助企業在洶涌澎湃的市場汪洋中進行正確的導航，駛向成功的彼岸；品牌將驅動企業的經營戰略，有效地進行資源的優化配置，集中于創建強勢的品牌。作為一個真正的品牌，形象是不可缺少的，而且形象是品牌的“臉面”。 

隨著時代進步，經濟快速發展，人民生活水平的提高,大眾旅游業也得到了長足發展，越來越多的消費者在出行方面開始選擇適合自己的酒店，經濟型連鎖酒店應運而生面對巨大的商機，大大小小的經濟型連鎖酒店在迅速發展以期從新市場獲得最大利潤。