酒店品牌設(shè)計(jì)，對(duì)酒店品牌的理解與酒店產(chǎn)品的組合策略
    酒店品牌的構(gòu)建一般包括酒店的商標(biāo)設(shè)計(jì)、商號(hào)、設(shè)施、管理和服務(wù)等，是本酒店區(qū)別于其他酒店的差異性產(chǎn)物。其核心要素是品質(zhì)服務(wù)，嚴(yán)謹(jǐn)管理。品牌也可以理解為是酒店產(chǎn)品和消費(fèi)者建立的一種情感聯(lián)系。
    在國(guó)際上，通常酒店管理公司的名稱與酒店品牌合二為一，名稱即是品牌，如喜來(lái)登、希爾頓等，既是集團(tuán)名稱，有時(shí)品牌。這樣，容易實(shí)現(xiàn)品牌資源的整合傳播效應(yīng)和避免傳播資源的浪費(fèi)與丟失。酒店品牌是以酒店或集團(tuán)公司名稱的，兩者相同，如“凱悅國(guó)際”“希爾頓”“喜來(lái)登”等，以此引導(dǎo)和提高客人對(duì)酒店的選擇偏好及對(duì)酒店的整體忠誠(chéng)度。
酒店產(chǎn)品組合策略
1.拓展產(chǎn)品組合的寬度
    為了占領(lǐng)更大的市場(chǎng)份額，提高酒店市場(chǎng)占有率，擴(kuò)大酒店知名度，可以拓展酒店產(chǎn)品組合的寬度，以滿足不同層次需求的消費(fèi)者的需要。
2.增加產(chǎn)品組合的深度
    為了滿足不同層次消費(fèi)者的需求，可以增加產(chǎn)品的品種，即增加產(chǎn)品深度，從而增加產(chǎn)品組合數(shù)量。
    不管是拓展產(chǎn)品組合寬度還是增加產(chǎn)品組合深度，都需要一些具體的實(shí)施辦法，比如利用酒店現(xiàn)有資源，擴(kuò)展酒店經(jīng)營(yíng)范圍，或是相應(yīng)縮減一部分沒(méi)有市場(chǎng)競(jìng)爭(zhēng)力的產(chǎn)品，將有限的人力、物力、財(cái)力集中在幾個(gè)市場(chǎng)表現(xiàn)好的產(chǎn)品上。也可以改進(jìn)現(xiàn)有產(chǎn)品實(shí)現(xiàn)產(chǎn)品功能的增強(qiáng)，比如講產(chǎn)品的整體檔次提高或降低，來(lái)適應(yīng)有需求的顧客。
Hotel brand design, the understanding of hotel brands and hotel portfolio strategy
    Construction of hotel brands generally include the hotel's trademarks, trade names, facilities management and services, is a differentiated product to the hotel is different from other hotels. Its core elements of quality service and strict management. The brand can also be understood as the hotel product and consumers to establish an emotional connection.
    In the international arena, usually the name of the hotel management company combined with the hotel brand, name brand, such as Sheraton, Hilton, both the Group name, and sometimes brands. So easy to achieve the integration of communication effect of brand resources and avoid waste and loss of communication resources. The hotel brand is based on the hotel or the name of the Corporation, both of the same, such as Hyatt International, Hilton, "" Sheraton ", in order to guide and enhance the guests choose the hotel preference and hotel loyalty.
Hotel product portfolio strategy
To expand the width of the product portfolio
    In order to occupy a larger market share and improve the hotel market share, expanding the visibility of the hotel, you can expand the width of the hotel product portfolio to meet the needs of different levels of consumer demand.
(2) increase the depth of the product portfolio
    In order to meet the needs of consumers at different levels, can increase the variety of products, increase product depth, thereby increasing the number of product portfolio.
    Expand the width of product mix or increase the product portfolio depth, we need some concrete measures for implementation, such as the use of the existing resources of the hotel, extended the range of hotel operators, or scaled back as part of the market competitiveness of products, the limited human and material resources and financial resources concentrated in a few good market performance products. Can also improve existing products to achieve enhanced product features, such as speaking the overall grade to raise or lower to suit the needs of customers.