酒店集团多品牌战略与品牌延伸战略之比较研究--以雅高集团与凯悦集团为例

:2009-05-06:(1986-),,,,(,610068):,,,,:;;;;:F71913:A:1671-5365(2009)08-0058-04,(1999),(Accor)(Hyatt),,,,,GaryArmstrongPhilipKotlerMultibrands,,;MultipleBranding1,,,,,,,2,,,,,,,,,,:,,;,,;,;,(BrandExtension),,,3,,,,;,,,2,,,,,,,,,,,8588JournalofYibinUniversityAugust.2009,()(),,,14,(Sofitel)(Pullman)(Novotel)(Mercure)(Suitehotel)(Etap)(I2bis)(Formule1)(RedroofInns)6(Motel6)6(Studio6)(AccorThalassa)Adagio(Allseasons)2007(1),,,1(),,:(Pritzker),;,,,,2Andaz2007,Andaz,,4;,;,,2()1,,,,,,,,,,,(Hyatt),HyattRegencyGrandParkRe2sortsVacationClubSummerfieldSuites,,Hyatt,,2,,,,,,,,,9520098:,,,;,,3,,,;,,,,,,;,,,4,,,200710,;,,2345Pullman5SofitelPullman,,,;,,,,,,;,:,,,;,,Andaz2007,,,,,,,,5:,,;,,,;,,,,,,,,,,,,:,,;,,,,6,;,,,,,,,,,,,,,,,,,;,,,,,;,,;,,,,0620098,,,,,,,,,;,,,,;,,,,;,,,,,,,,,,,,,:1.J.,2008(1):67-70.2.M.:,2005:127-134.3.:M.:,2004:109.4AndazEB/OL.2007-04-18(2008-09).(2008-09).(3):42-46.:ComparativeResearchontheMultiple2BrandStrategyandBrandExtensionStrategyoftheHotelGroup:TakingAccorandHyattforanExampleKONGLing(CollegeofHistoryandTourismCulture,SichuanNormalUniversity,Chengdu610068,China)Abstract:Themulti2brandstrategyandbrandextensionstrategyaretwoofthemostcommononesintheprocessoftheho2telgroupsbrandexpansion.Inthisarticle,fromtheconceptofthemulti2brandstrategyandthebrandextension,acom2parativeanalysisisconducted.Asatypicalcase,AccorGroupsandHyattGroupsbrandexpansionstrategiesarecom2prehensivelydiscussedintheperspectivesoftherelationwiththegroup,theimagebuildings,thedevelopmentstrategiesaswellastheprinciplesinordertoprovidereferencingstudytoChinesehotelscollectivizationandtheirbrandexpansion.Keywords:Accor;Hyatt;multiple2brandstrategy;brandextensionstrategy;comparativestudy1620098: