能夠相比知名的酒店品牌設(shè)計(jì)，酒店產(chǎn)品品牌策略
    著名作家海巖曾任北京昆侖飯店副總。他在接受采訪時(shí)提到下面一件事情：昆侖飯店和長(zhǎng)城飯店共同去爭(zhēng)取一個(gè)國(guó)際會(huì)議。中方的組織者到兩個(gè)飯店考察了一下，他們認(rèn)為，從服務(wù)上到硬件水平上昆侖強(qiáng)一點(diǎn)，而且昆侖的價(jià)格也比長(zhǎng)城便宜，每間房低了10美金，這是很大的差價(jià)了。他們就訂了昆侖飯店，并匯報(bào)到美國(guó)去。美國(guó)那邊的組織者卻說(shuō)，兩家飯店我們還是訂長(zhǎng)城吧！中方組織者就問(wèn)他為什么訂長(zhǎng)城，并強(qiáng)調(diào)這是他們實(shí)地考察后做的判斷。美方組織者答復(fù)：“我相信你的考察，但是我如何對(duì)我的客人解釋呢？我是會(huì)議組織者，我跟客人解釋住昆侖，他們會(huì)問(wèn)昆侖是個(gè)什么酒店呢？我跟我的客人說(shuō)喜來(lái)登（長(zhǎng)城飯店有由美國(guó)喜來(lái)登公司經(jīng)營(yíng)管理，故又稱北京喜來(lái)登長(zhǎng)城飯店），人家馬上就有感念了，我們這一次是住喜來(lái)登！”昆侖飯店的銷售總監(jiān)對(duì)此難以接受，海巖卻說(shuō)：人家不同啊，人家喜來(lái)登經(jīng)營(yíng)了多少年？中文寫下來(lái)是這三個(gè)字，可是人家投入了多少？人家全球的廣告做了多少？現(xiàn)在是人家要收取回報(bào)的時(shí)候。顯然酒店品牌設(shè)計(jì)的作用是我們無(wú)法比擬的，國(guó)有得酒店、民族的酒店、本土的酒店，目前沒(méi)有一個(gè)號(hào)的品牌，稍好一點(diǎn)的，也只能說(shuō)在國(guó)內(nèi)一個(gè)區(qū)域內(nèi)相對(duì)比較知名而已。

思考與練習(xí)
    ①請(qǐng)分析案例中的美方組織者選擇硬件和房?jī)r(jià)優(yōu)惠都不及昆侖飯店的長(zhǎng)城飯店的原因。
    ②請(qǐng)分析小組閱相關(guān)資料，每組列舉三個(gè)國(guó)際或國(guó)內(nèi)知名品牌酒店，了解這些知名酒店的品牌樹立過(guò)程，并在課堂上做小組匯報(bào)、交流。
    ③小組討論：假設(shè)利用任務(wù)3中小組討論中最后選定的新產(chǎn)品構(gòu)想開設(shè)一家酒店，請(qǐng)嘗試為這家酒店創(chuàng)建一個(gè)品牌，并簡(jiǎn)單描述將怎樣在市場(chǎng)上樹立起這個(gè)品牌。   

Compared to the well-known hotel brand design, the hotel brand strategy
    Well-known writer, Haiyan, a former vice president of the Beijing Kunlun Hotel. He mentioned in an interview the following thing: Kunlun Hotel and the Great Wall Sheraton Hotel, to fight for an international conference. To two hotels in China's organizers investigated it, they believe that service to the hardware level, the Kunlun strong that the Kunlun price cheaper than the Great Wall, low per room $ 10, this is a big difference . They set the Kunlun Hotel, and report to the United States. The United States side of the organizers said, the two hotels we set the Great Wall! Chinese organizers asked why he set the Great Wall, and stressed that this is a judgment in their field trips. The U.S. reply to the organizers: "I believe that your investigation, but how do I explain it to my guests? Conference organizers, I live Kunlun explained with the guests, they will ask Kunlun is what the hotel with my guests? Sheraton (the Great Wall Sheraton Hotel Sheraton by the U.S. company management, it is also known as the Beijing Great Wall Sheraton Hotel), the people there was an immediate gratitude, we live the Sheraton! "Kunlun Hotel Sales Director, this is difficult to accept. Haiyan said: People, people Sheraton in operation for many years? Chinese write down these three words, but could put the number? People worldwide advertising do? Now people want a return. Obviously the design of hotel brands is that we can not match the state-owned have hotels, national hotel, local hotels, a number of brand, a little better, we can only say relatively well-known only in a domestic area.

Thinking and practice
    (1) analyze the case of the U.S. organizers to select the hardware and the room prices are not and Kunlun Hotel Great Wall Sheraton Hotel reason.
    2 analysis of the group read, each list of three well-known international or domestic brand hotels to understand these well-known hotel brand building process, and group presentations in the classroom, communication.
    ③ panel discussion: assume that the use of the task group to discuss the final selection of a new product idea to open a hotel, try to create a brand for this hotel, and a brief description will be how to establish the brand in the market.