希尔顿酒店(英文)

1、IntroductionGlobalization refers to the shift toward a more integrated and interdependent. Goods and capital flow is the original form of globalization. In this process, there is a corresponding regional, international economic organization and economic entities, as well as the culture, lifestyle, v

2、alues, ideology and spirit force transnational exchange, collision, conflict and fusion. Globalization gives the world a big stage. Firms confront each other as competitors in nation after nation. The competiti on wont be limited in one country or one piece of area, but the whole world. Globalizatio

3、n brings opportunities, and also challenges.Certainly, someone was routed in the big trend, but there were more greater companies caught the opportunity and conquered the world, such as Hilton. Hilton is the leading global hospitality company, with more than 3,000 hotels and 500,000 rooms in 74 coun

4、tries and territories, with more than 135,000 team members worldwide. There is no question it is wonderful.The success of Hilton cant leave the wise strategies. In the globalization, Hilton made various plans to expand its market share, especially the Franchise expansion market and the Brand diversi

5、fication strategy.Franchise expansion marketHiltonwentthoughself-conductionmode,managementmodeand franchise.Beforethe1950s,Hiltontooktheself-conductionmodewhich developed very slowly. As a result, he missed a lot of opportunities. In the 1960s, Hilton started management mode, which was used to broad

6、en the marketing net by managing the speed of output. The brand of Hilton became well known. In 1990s, Hilton carry out a new management mode named Franchise, which encourages itself to sell hotels and only retain the power of management and the brand. At this time, Hilton became famous in the world

7、.Figure 1-1123.8% franchise3% entrusted management73.2%with fund managementJust like what we see in the Figure 1-1, these three management styles are most important in the Hilton System.The main way:with fund managementfranchiseentrusted managementWith fundmanagement of Hilton Hotel is the capital a

8、nd management at the same time owned by the singleproprietorship and holding or equity direct or indirect investment such as a way to earn the hotel management control and its subordinate series of the same brand hotel, the same service program, the same reserve network, the same purchasing system,

9、the same organization structure, the same financial system, the same policy standard, the same enterprise culture and the same management idea management styleInthiswaytheHiltonHotelrealizedinthecontextoftheglobalbrand promotion.The Hilton Hotel of franchise of is using their own proprietary technol

10、ogy andbrand and local hotel owners with the combination of the capital to expand the scaleofoperation.Notonlyreducesthecostreduceinvestment,moreeffective use of franchisees to improve the brand effect, the more massive increased its the number of hotels and improve the Hiltons market share.Hilton H

11、otel management is entrusted by the hotel owner Hilton and reachan agreement, can provide the Hilton Hotel for local management mode of operation and quality standards, service standards. Through their own brand attracted many hotel ownersThree kinds of methods to reduce the enterprise in multinatio

12、nal management of many defects, and through the use of all countries and different areas of local resources to establish their own brand goods, Hilton formed her product of globalization.Brand diversification strategyUses the brand to extend an affiliate group differentiates the different quality an

13、d the scale hotel A measurement suits all people with difficulty. Hilton in has been used as in the careful classified basis to the customer, uses each kind of different hotel to providethe different scale the service to meet the different customerneeds.Targetmarketsegments,providingdiversifiedprodu

14、cts Associatedwiththebrandextensiontoanumberofgroups dividedinto different quality and grades of hotelLuxury Hotel: Hilton, Conrad23(a)(b)As shown in figure (a) is Hilton. Its target market is mainly provides thefirst-class hotel product, the upscale service and the luxurious hotel facility equipmen

15、t for business and leisure travelers.As shown in figure (b) is Conrad. Mainly for business and leisure travelers toprovide first-class service and luxury environment and facilities; Hotel special location in Europe, Asia, Australia, South America and the Middle East in the nations capital and the mo

16、st exotic resort of major business and leisure area established luxury hotel and resortUpscale hotel: Embassy Suites hotels, Doubletree, Homewood Suites.:456（c）（d）（e）As shown in figure(c) is Embassy Suites hotels. Constructed in 1983, hascreated the hotel industry entire anteroom concept, was the en

17、tire US biggest upscale, the entire anteroom hotel brand, the anteroom total surpasses other any competition hotel sum of the complete anteroomAs shown in figure (d) is Doubletree. The main target market is business andleisure travelers. Is mainly located in the metropolis and the leisure tourist ar

18、ea, each double tree brand hotel reflects the local unique environment or the folk cultureAs shown in figure (e) is Homewood Suites. Is an entire anteroom housingtype upscale hotel brand. It mainly receives the long-term lodging touristMiddle-grade hotel: Garden Inn, Hampton78(f)(g)As shown in figur

19、e (f) is Garden Inn. Can provides the high quality dedicated-like service, the advanced facility and the moderate price for the commercial public figure and the leisure touristAs shown in figure (g) is Hampton. As the pursuit of value of tourists to provide a comfortable, perfect equipment room, fri

20、endly service and other extra effort will make tourists every stay here are happier.Economy hotel:Scandic, Hilton Grand Vacations910（h）(i)As shown in figure (h) is Scandic. Located mainly in the city center or maintownsssuburbs,moderatepriceposition,mainlyintheserviceismore sensitive to the price of

21、 the midrange touristAs shown in figure (h) is Hilton Grand Vacations. Is an innovation integratingsystem appointment and communication system, and the club members provide a comprehensive range of leisure services and flexible leisure travel opportunities. The club members enjoy the club resort in communication system; the worldwide in more than 3700 holiday resort in the communication, Hilton guest glory return activities treatme