試論世界著名飯店品牌在中國(guó)大陸發(fā)展中的本土化

---以威斯汀品牌為例








摘要:從20世紀(jì)80年代開(kāi)始，世界著名酒店品牌憑借著其強(qiáng)大的集團(tuán)管理優(yōu)勢(shì)和卓越的品牌營(yíng)銷能力迅速搶占中國(guó)大陸市場(chǎng)。盡管中國(guó)本土酒店的經(jīng)營(yíng)受到了一定的沖擊，但客觀上卻加快了我國(guó)飯店經(jīng)營(yíng)管理水平的提高，縮短了我國(guó)飯店業(yè)與國(guó)際水平的差距。同時(shí)本土酒店品牌也有更多的機(jī)會(huì)來(lái)學(xué)習(xí)世界知名酒店品牌的管理方法、經(jīng)營(yíng)理念和企業(yè)文化建設(shè)。毋庸置疑，一種全新的經(jīng)營(yíng)和管理模式的引進(jìn)肯定會(huì)與原有的文化產(chǎn)生沖突，因此這也決定了知名品牌在大陸的發(fā)展過(guò)程并不是一帆風(fēng)順的。如何更好地與本土元素相結(jié)合以實(shí)現(xiàn)本土化經(jīng)營(yíng)，將是世界著名酒店品牌在中國(guó)大陸實(shí)現(xiàn)持續(xù)經(jīng)營(yíng)的關(guān)鍵。本文試圖對(duì)中國(guó)世界著名飯店品牌的本土化過(guò)程進(jìn)行總結(jié)和分析，結(jié)合實(shí)踐經(jīng)歷，從管理人才、建筑、經(jīng)營(yíng)管理、與當(dāng)?shù)厣鐓^(qū)關(guān)系、企業(yè)文化建設(shè)等方面對(duì)世界知名品牌酒店在中國(guó)應(yīng)如何本土化進(jìn)行分析與研究。

關(guān)鍵詞：酒店品牌   中國(guó)大陸   本土化    威斯汀品牌


 


 


                     


 




       

Discussion on the Localization of the World-Renowned Hotel Brands’Developing in

Mainland China

--Take  Westin  as an Example

Abstract: From1980s, the world-renowned hotel brands had been quickly occupied Chinese market for their advantages of group managment and the excellent capability of brand marketing. Although the operation of China's domestic hotel had been struck at some degrees, it's level of hotel management has been speeding up in China objectively. Therefore, the gap between hotel industry in our coutry and the international standards was shortened.

   At the same time, local hotel brands also have more opportumities to absorb management methods, business philosophies and corporate culture of the world-renowed hotel brands. It's no doubt that an introduction of a new mode of oeration and managment will certainly conflicts with the original culture. So that it is determined the world-renowned hotel's development in Mainland China will not have a smooth way .How to combine their factors with Chinese local elements so as to realize localization is the key for the world-renowed hotel brand to develop sustainable in Mainlad China . This paper attempts to make some analysis on the process of the locatization of the world-renowned hotel brands. In details, I will make some concludes on the managment of human resources, construction, operation & management and coporate culture construction and other aspects of the world-renowed hotels brands' localization.

Key words：The world-renowned hotel brands；Mainland China；Localization； Westin


 


            

                  

目  錄


1. 引言 1

2.“本土化”理念概述 2

2.1“本土化”的含義 2

2.2世界酒店品牌的本土化 2

2.3中國(guó)大陸的飯店經(jīng)營(yíng)本土化特征 3

3.世界著名酒店品牌在中國(guó)大陸的發(fā)展過(guò)程 4

3.1世界著名酒店品牌的“試水期”概況 4

3.2世界知名酒店品牌在中國(guó)大陸的發(fā)展時(shí)期 4

3.3世界著名酒店品牌注重定位，靠本土化贏得競(jìng)爭(zhēng) 5

4.世界著名酒店品牌在中國(guó)大陸經(jīng)營(yíng)本土化的重要性和必要性分析 6

4.1酒店品牌在中國(guó)大陸經(jīng)營(yíng)本土化的重要性 6

4.1.1酒店品牌本土化經(jīng)營(yíng)有利于幫助酒店樹(shù)立良好的企業(yè)形象 6

4.1.2實(shí)現(xiàn)酒店品牌本土化有利于融入中國(guó)民族文化，避免文化沖突 6

4.1.3實(shí)現(xiàn)酒店品牌本土化有利于酒店企業(yè)在競(jìng)爭(zhēng)中取得優(yōu)勢(shì) 7

4.1.4實(shí)現(xiàn)酒店品牌本土化有利于提高員工的滿意度，塑造酒店企業(yè)文化 7

4.2酒店品牌在中國(guó)大陸經(jīng)營(yíng)本土化的必要性 8

4.2.1酒店企業(yè)“利潤(rùn)最大化”的原則要求實(shí)現(xiàn)本土化經(jīng)營(yíng) 8

4.2.2實(shí)現(xiàn)本土化經(jīng)營(yíng)也是品牌自身發(fā)展的題中之義 8

5. 世界著名飯店品牌實(shí)現(xiàn)本土化經(jīng)營(yíng)的主要障礙 8

5.1品牌管理團(tuán)隊(duì)的經(jīng)營(yíng)水平是酒店品牌本土化經(jīng)營(yíng)發(fā)展的內(nèi)因 9

5.2本土環(huán)境對(duì)品牌酒店經(jīng)營(yíng)管理的“刺激” 9

6.世界著名酒店品牌實(shí)現(xiàn)“本土化”分析 10

6.1在跨文化環(huán)境中融入當(dāng)?shù)氐慕ㄖㄔO(shè)和裝潢設(shè)計(jì) 10

6.2經(jīng)營(yíng)管理的本土化 11

6.2.1市場(chǎng)考察和分析是投資決策的基礎(chǔ) 12

6.2.2在中國(guó)大陸營(yíng)銷推廣的本土化 12

6.2.3財(cái)務(wù)管理的本土化 13

6.2.4 成本控制的本土化 13

6.3 人力資源管理的本土化 14

6.3.1管理人才的本土化，有利于促進(jìn)本土化人才的培養(yǎng) 14

6.3.2“利潤(rùn)最大化”的經(jīng)營(yíng)宗旨使世界知名酒店品牌實(shí)施人才本土化成為必然 14

6.4酒店企業(yè)文化建設(shè)注重與當(dāng)?shù)匚幕娜诤?nbsp;15

6.5注重與當(dāng)?shù)厣鐓^(qū)的關(guān)系 16

結(jié)  語(yǔ) 18

參考文獻(xiàn) 19

致   謝 20