能够相比知名的酒店品牌设计，酒店产品品牌策略

能够相比知名的酒店品牌设计，酒店产品品牌策略
    著名作家海岩曾任北京昆仑饭店副总。他在接受采访时提到下面一件事情：昆仑饭店和长城饭店共同去争取一个国际会议。中方的组织者到两个饭店考察了一下，他们认为，从服务上到硬件水平上昆仑强一点，而且昆仑的价格也比长城便宜，每间房低了10美金，这是很大的差价了。他们就订了昆仑饭店，并汇报到美国去。美国那边的组织者却说，两家饭店我们还是订长城吧！中方组织者就问他为什么订长城，并强调这是他们实地考察后做的判断。美方组织者答复：“我相信你的考察，但是我如何对我的客人解释呢？我是会议组织者，我跟客人解释住昆仑，他们会问昆仑是个什么酒店呢？我跟我的客人说喜来登（长城饭店有由美国喜来登公司经营管理，故又称北京喜来登长城饭店），人家马上就有感念了，我们这一次是住喜来登！”昆仑饭店的销售总监对此难以接受，海岩却说：人家不同啊，人家喜来登经营了多少年？中文写下来是这三个字，可是人家投入了多少？人家全球的广告做了多少？现在是人家要收取回报的时候。显然酒店品牌设计的作用是我们无法比拟的，国有得酒店、民族的酒店、本土的酒店，目前没有一个号的品牌，稍好一点的，也只能说在国内一个区域内相对比较知名而已。

思考与练习
    ①请分析案例中的美方组织者选择硬件和房价优惠都不及昆仑饭店的长城饭店的原因。
    ②请分析小组阅相关资料，每组列举三个国际或国内知名品牌酒店，了解这些知名酒店的品牌树立过程，并在课堂上做小组汇报、交流。
    ③小组讨论：假设利用任务3中小组讨论中最后选定的新产品构想开设一家酒店，请尝试为这家酒店创建一个品牌，并简单描述将怎样在市场上树立起这个品牌。   

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.