酒店品牌设计，对酒店品牌的理解与酒店产品的组合策略

酒店品牌设计，对酒店品牌的理解与酒店产品的组合策略
    酒店品牌设计的构建一般包括酒店的商标、商号、设施、管理和服务等，是本酒店区别于其他酒店的差异性产物。其核心要素是品质服务，严谨管理。品牌也可以理解为是酒店产品和消费者建立的一种情感联系。
    在国际上，通常酒店管理公司的名称与酒店品牌合二为一，名称即是品牌，如喜来登、希尔顿等，既是集团名称，有时品牌。这样，容易实现品牌资源的整合传播效应和避免传播资源的浪费与丢失。酒店品牌是以酒店或集团公司名称的，两者相同，如“凯悦国际”“希尔顿”“喜来登”等，以此引导和提高客人对酒店的选择偏好及对酒店的整体忠诚度。
酒店产品组合策略
1.拓展产品组合的宽度
    为了占领更大的市场份额，提高酒店市场占有率，扩大酒店知名度，可以拓展酒店产品组合的宽度，以满足不同层次需求的消费者的需要。
2.增加产品组合的深度
    为了满足不同层次消费者的需求，可以增加产品的品种，即增加产品深度，从而增加产品组合数量。
    不管是拓展产品组合宽度还是增加产品组合深度，都需要一些具体的实施办法，比如利用酒店现有资源，扩展酒店经营范围，或是相应缩减一部分没有市场竞争力的产品，将有限的人力、物力、财力集中在几个市场表现好的产品上。也可以改进现有产品实现产品功能的增强，比如讲产品的整体档次提高或降低，来适应有需求的顾客。
Hotel brand design, the understanding of hotel brands and hotel portfolio strategy
    Construction of hotel brands generally include the hotel's trademarks, trade names, facilities management and services, is a differentiated product to the hotel is different from other hotels. Its core elements of quality service and strict management. The brand can also be understood as the hotel product and consumers to establish an emotional connection.
    In the international arena, usually the name of the hotel management company combined with the hotel brand, name brand, such as Sheraton, Hilton, both the Group name, and sometimes brands. So easy to achieve the integration of communication effect of brand resources and avoid waste and loss of communication resources. The hotel brand is based on the hotel or the name of the Corporation, both of the same, such as Hyatt International, Hilton, "" Sheraton ", in order to guide and enhance the guests choose the hotel preference and hotel loyalty.
Hotel product portfolio strategy
To expand the width of the product portfolio
    In order to occupy a larger market share and improve the hotel market share, expanding the visibility of the hotel, you can expand the width of the hotel product portfolio to meet the needs of different levels of consumer demand.
(2) increase the depth of the product portfolio
    In order to meet the needs of consumers at different levels, can increase the variety of products, increase product depth, thereby increasing the number of product portfolio.
    Expand the width of product mix or increase the product portfolio depth, we need some concrete measures for implementation, such as the use of the existing resources of the hotel, extended the range of hotel operators, or scaled back as part of the market competitiveness of products, the limited human and material resources and financial resources concentrated in a few good market performance products. Can also improve existing products to achieve enhanced product features, such as speaking the overall grade to raise or lower to suit the needs of customers.