Characteristics and strategy analysis of each stage of the hotel life cycle

Characteristics of each stage of the hotel brand life cycle

The concept of brand life cycle can be divided into broad and narrow senses. The broad brand life cycle includes the brand legal life cycle and the brand market life cycle. The former It refers to the effective use period protected by law after the brand is registered according to the procedures stipulated by law; the latter refers to the entire process from the entry of a new brand into the market to the exit of the brand from the market.

The narrow sense of brand life cycle refers to the brand market life cycle. This book discusses the brand life cycle in a narrow sense. The brand life cycle includes four stages: brand start-up period, brand growth period, brand maturity period and brand decline period. The characteristics of different stages of the brand life cycle are different, and the targeted brand communication strategies that should be adopted are also different.

1. Brand initial stage

In the initial stage of a hotel brand, consumers have just begun to come into contact with the new brand, have little knowledge of the new brand, and have low brand awareness; There is no understanding of the hotel brand positioning and characteristics, a vague understanding of the relationship between the hotel brand and consumer demand, and insufficient brand activities; the hotel brand's product sales are small, growth is slow, and it is in a state of loss or low profit. Therefore, the main task during this period is hotel brand positioning and brand promotion. Hotels must invest a lot of manpower and material resources in brand publicity and promotion work to establish and expand brand awareness and enhance consumers' sense of identity.

2. Brand growth stage

In the hotel brand growth stage, the hotel brand has established a certain market visibility through publicity in the initial stage, and many consumers have recognized the brand's A certain number of consumers exist and recognize the brand; the connection between consumers and customers is getting closer and closer, the transactions between the two parties are increasing, and the brand is becoming more competitive and more dynamic; the sales of hotel brand products are rapidly expanding , market share gradually increases; costs decrease, hotel profitability increases, and brand value gradually increases. The main task at this stage is to continue to improve the hotel's brand awareness, improve the brand image, and enhance brand value.

3. Brand maturity period

In the brand maturity period, the hotel brand has accumulated strong brand awareness and recognition through the brand's initial stage and growth period. The hotel brand has strong competitiveness. A close emotional connection has been established with consumers, customers have strong brand loyalty, and the hotel brand influence has reached its maximum. Hotel brands are more dynamic and have the cognitive advantage of most consumers. Hotel brand products have a high market share; hotel brand sales are large and profitability is maintained at a high level. The main tasks at this stage are to maintain and enhance customers' brand loyalty, maintain and improve the brand image in a wider market, and extend the time of customers' brand loyalty.

4. Brand decline period

After experiencing the brand start-up period, brand growth period, and brand maturity period, the hotel brand began to decline and entered the brand decline period. Consumers' understanding and attitude towards hotel brands will undergo great changes. They will begin to change from satisfaction to boredom and dissatisfaction, and then begin to switch to other hotel brands in large quantities. During this period, the hotel's brand influence declined rapidly, and its market share, sales, and sales profits continued to decline significantly. The main task at this stage is to update the hotel brand to extend the brand life cycle, such as repositioning the brand, exploring new markets, improving brand product quality, etc.; at the same time, taking necessary measures to reverse brand decline.

Communication strategies at each stage of the brand life cycle

1. Communication strategy in the initial stage of the brand

In the initial stage of a hotel brand, the main task of brand communication is the hotel Brand positioning and brand promotion can improve hotel brand awareness, create a good brand image, and enhance customers' understanding of the brand and their willingness to purchase hotel products. Therefore, hotel companies should start from the demand characteristics of the target market, position the hotel brand to meet the needs of the target market, reflect the unique brand personality of the hotel brand, and pass it on to the target consumer groups, so that consumers can realize the value of the hotel brand , gain its approval. At this stage, hotel companies should comprehensively use various communication methods to maximize the contact between the hotel brand and consumers, so that the hotel brand will be well-known to consumers and enter their purchase queue. In terms of specific communication methods, hotels can use various methods such as advertising, sales promotion, and public relations to communicate their brands based on the characteristics of the target audience and the hotel's specific promotional strategic goals.

Advertising communication is the main communication method used in the initial stage of hotel brands. Hotels use mass media such as television, radio, newspapers, magazines, and the Internet to attract consumers' attention, and at the same time convey the functional benefits and value connotations of the hotel brand to customers, so that the hotel brand can satisfy customers' various needs. consumption demand. In terms of using sales promotion to spread the hotel brand, the hotel should try its best to develop product distribution channels, expand the chances of consumers coming into contact with the hotel brand, and provide various forms of incentives to intermediaries and consumers, which not only expands the hotel brand awareness, but also attracts customers Trial of branded products. In terms of using public relations to spread the hotel brand, the hotel should pay attention to handling the relationship with government departments, news media, industry associations, opinion leaders, community organizations, etc., and can expand the hotel brand by sponsoring events and organizing charity activities. Notability and influence.

2. Communication strategy in the brand growth period

In the hotel brand growth period, the main task of brand communication is to continue to increase the hotel's brand awareness, improve the brand image, and enhance the brand value. During this period, hotels should continue to increase marketing expenses to support the smooth implementation of advertising, sales promotion, public relations, etc. In the brand growth period, advertising has shifted from the goal of introducing the brand and building brand awareness in the initial stage to the goal of shaping brand image, establishing brand personality, and improving brand awareness; the specific method has shifted from "hard" advertising and marketing in the early stage to "Soft" ads that focus on the heart. Advertising creativity highlights the themes of emotional communication and cultural connotation to stimulate consumers' identification with the hotel brand. In the brand growth stage, the hotel's sales channels have been initially formed after the development in the initial stage