酒店品牌资产述评:兼论基于员工的品牌资产的管理  

An Examination of Hotel Brand Equity: A Literature Review and Preliminary Investigation into the Management of Employee-based Brand Equity

作　　者：张辉[1] 牛振邦[2] 张新圣[3] 

机构地区：[1]中山大学旅游学院,广东珠海519082 [2]南开大学商学院,天津300071 [3]中国人民大学商学院,北京100872

出　　处：《旅游学刊》2016年第3期70-78,共9页Tourism Tribune

基　　金：中央高校科研业务费专项基金项目"基于内部品牌化的服务企业品牌资产提升研究"(14WKPY66)资助~~

摘　　要：品牌资产是酒店品牌竞争优势的重要来源。传统上,研究者从财务角度和顾客角度测量酒店品牌资产,但二者都是外部视角的品牌资产,没有考虑员工在创建酒店品牌资产中的作用,因而不能回答酒店品牌资产的根本来源。基于员工的品牌资产的提出,为酒店品牌资产的管理提供了一个全新的视角,能够从根本上回答酒店品牌资产的来源,有助于构建酒店品牌资产管理体系的完整架构。文章首先回顾了财务、顾客和员工这3种视角的品牌资产,提出了酒店品牌资产管理的整体模型,详细论证了3种视角的品牌资产之间的内在关系。文章提出了基于员工的品牌资产金字塔模型,用以指导酒店企业有效管理基于员工的品牌资产。最后,文章归纳了研究结论对酒店品牌的管理启示,以及研究不足和有待进一步研究的议题。Brand equity strongly contributes to a hotel＇s competitive advantage. Traditionally,researchers have focused on financial- and customer- based brand equity. However, both perspectives are externally oriented and do not consider the roles of employees in creating a powerful hotel brand.Because hotel services are characterized by intangibility, heterogeneity, and inseparability, branding requires different approaches compared with, for instance,those for consumable goods. Hotel branding places particular emphasis on the role of frontline employees in shaping the customer＇s experience.Therefore, in recent years, researchers have proposed a new perspective for hotel brand equity management： employee perspective, or employee- based brand equity. Employee- based brand equity provides a more comprehensive approach to hotel brand equity, and helps researchers reveal the fundamental sources of brand equity. It also builds a holistic brand equity management model.In this paper, we assert that these three perspectives of brand equity management are inseparable;they combine to form an integrated system of hotel brand equity. Both customer brand knowledge in customer- based brand equity and employee brand knowledge in employee- based brand equity are derived from the same brand identity. On the one hand, hotel operators transmit their brand identity to their target customers via controllable marketing efforts such asprint advertising, and uncontrollable channels, such ascustomers＇ positive word of mouth. These marketing strategies directly or indirectly promote customers＇ brand knowledge. If customers have sufficient knowledge of the brand, they will represent varying responses to it; in other words, customers will show their awareness, preference,loyalty, attachment, and buying behavior in response to that brand. On the other hand, hotel operators transmit their brand identity to their employees via internal branding activities, such as internal communications.These activities enhance employees＇ brand knowledge a

关 键 词：酒店 品牌资产 员工品牌资产 内部品牌化 

分 类 号：F719.2[经济管理—产业经济]