What is the research difficulty of hotel brand building thesis?

First of all, brand strategy is a part of the overall strategy of the enterprise. The goal and content of brand strategy should be organically combined with the overall development goal of the enterprise and relatively complete. Brand strategy and marketing strategy are equally important, supporting and restricting each other. Secondly, as a long-term investment of enterprises, the short-term economic benefits of brands are often not obvious enough. At this time, if the brand management work is completed by other departments, it is easy to make a decision to sacrifice brand building for short-term benefits; Thirdly, the clear positioning of brand and the consistency of operation are the key and difficult points in brand management, which need to be completed through fixed organizations and powerful systems.

Different enterprises attach different importance to brand management according to enterprise type, industry environment, market situation and competition degree, and the status of brand management is also different. Enterprises of different natures should adopt corresponding brand management systems according to their own characteristics.

(2) Customer Relationship Management As a valuable resource, customers are brought into the business development of enterprises. In the previous management, customers almost

It can be said that it is the personal information of marketers; Customer relationship management provides retrospective analysis of historical information and prediction of future trends, thus realizing timely and interactive customer relationship management.

The cost of absorbing new customers far exceeds the cost of retaining existing customers [4]. If an enterprise turns its customers into long-term customers by providing reliable services that exceed customers' expectations, business opportunities will undoubtedly increase greatly. Therefore, the company set up a customer service department, which can capture any information related to customers and provide it to everyone in the organization to create a customer-centric enterprise. After integrating the customer data of the whole company, a clear 360-degree customer panoramic information will enable customer service personnel to be promoted in the value chain, so that they can determine appreciation activities for different types of customers according to the customer panoramic information, thus showing the company's respect for customers through these appreciation activities and asking them to promote the company.

3. Brand development and maintenance

3. 1 brand development after the company established its brand status, it was followed by the problem of how to develop and maintain its brand status. At this moment

In the ever-changing era, development is the last word, and stagnant brands have no future. Brand development mainly includes brand segmentation, brand extension and brand differentiation.

(1) brand segmentation

After establishing a brand, we must first subdivide our own brand. Because enterprises produce and sell many different types of products, if they all use a brand name, these different types of products will be easily confused with each other; In addition, although some enterprises produce or sell the same type of products, they often use different brand names to distinguish products with different quality levels.

(2) Brand Extension 2 1 century, the hottest phenomenon in brand operation is "brand extension", and there are many kinds of "brand extension".

Theories, models and successful cases make many enterprises think that this is the only way to improve performance and reduce risks. However, judging from the enterprise practice of brand extension in recent ten years, there are few impeccable successful precedents.