温德姆酒店集团长沙品牌扩张战略研究  

Research on Brand Expansion Strategy of Wyndham Hotels&Resorts in Changsha

作　　者：林龙飞 何鑫[1] 原彤 LIN Longfei;HE Xin;YUAN Tong(Business School,Xiangtan University,Xiangtan 411105,China)

机构地区：[1]湘潭大学商学院,湖南湘潭411105

出　　处：《湖南工程学院学报（社会科学版）》2021年第2期35-42,57,共9页Journal of Hunan Institute of Engineering(Social Science Edition)

基　　金：湖南省社科基金项目“洞庭湖区农业旅游产业融合效率评价及优化研究”(18YBA412)。

摘　　要：温德姆酒店集团作为较早入驻中国的外资酒店集团,在华进行品牌扩张的过程中呈现出入驻时间周期性、空间分布非均衡性、品牌结构多样性、运营模式特许性的特征。在长沙豪华型和高档型酒店市场中,相比绝大多数外资和本土酒店集团而言具有更强的市场竞争优势。温德姆酒店集团在长沙的品牌扩张战略为:档次全覆盖、公司品牌化、布局区位优先化、营销多元化、业务领域多元化。温德姆酒店集团品牌扩张战略对其他外资和本土酒店集团的品牌扩张具有借鉴价值。Wyndham Hotels&Resorts,as an early foreign hotel group in China,presents the basic characteristics of time periodicity,unbalanced spatial distribution,diversity of brand structure,franchise of operation mode in China.In Changsha luxury and high-end hotel market,it has a stronger competitive advantage in the market compared with the vast majority of foreign and local hotel groups.Wyndham Hotels&Resorts brand expansion strategy in Changsha is as follows:full coverage of grade,branding of the company,priority of layout and location,diversification of marketing and business areas.Wyndham Hotels&Resorts brand expansion strategy has reference value for other foreign and local hotel groups.

关 键 词：温德姆酒店集团 长沙 品牌扩张 

分 类 号：F719.2[经济管理—产业经济]