CAJ | 학술논문

指出了旅游饭店市场的行业竞争形式由价格竞争、质量竞争升级为更高级的品牌竞争,随着消费者的饭店产品消费观成熟,以及世界金融危机爆发加剧行业危机,构成了旅游饭店品牌营销的大背景。结合当前旅游饭店品牌营销的现状,对富淳餐饮集团品牌营销的不足进行了分析,从营销意识、人才培养、品牌管理、市场定位等方面提出了改善建议。
지출료여유반점시장적행업경쟁형식유개격경쟁、질량경쟁승급위경고급적품패경쟁,수착소비자적반점산품소비관성숙,이급세계금융위궤폭발가극행업위궤,구성료여유반점품패영소적대배경。결합당전여유반점품패영소적현상,대부순찬음집단품패영소적불족진행료분석,종영소의식、인재배양、품패관리、시장정위등방면제출료개선건의。
The tourism hotel brand marketing is facing the situations of hotel market globalization,industry competition from price and quality competition upgrading to more advanced brand competition, mature con- cept of consumer ＂s consumption of the hotel product,and the aggravated industry crisis because of the explosion of the world financial crisis. Combining with current status of tourism hotels brand marketing, this paper analyzes some shortage of brand marketing of Fortune Catering Group, and puts forward improved recommendations, aiming at taking effective within wider range.