论饭店企业品牌忠诚的创建  

Creating Brand Loyalty in Hotel Firms

作　　者：黄晶[1] 

机构地区：[1]南开大学国际商学院

出　　处：《南开管理评论》2002年第3期74-75,78,共3页Nankai Business Review

摘　　要：在当前的竞争形势下,饭店企业要想增加市场占有率非常困难。饭店有必要由追求市场占有率的扩大转向追求良好顾客关系的保持。本文在分析品牌忠诚对饭店企业的重要性以及品牌忠诚的决定因素的基础上,探讨了饭店企业创建品牌忠诚的策略。Many hotel firms have difficulty in increasing their market share underthe current circumstances. It is necessary for hotel firms to pursue maintaininggood customer relationships, rather than market growth. On the basis of analyzingthe key factors that contribute to brand loyalty, this paper discusses the strategiesfor hotel firms to create brand loyalty.

关 键 词：饭店企业 品牌忠诚 顾客关系 竞争形势 

分 类 号：F719.3[经济管理—产业经济]