我国民族品牌饭店与国际品牌饭店竞争与发展的方式-何建民
[简历]
何建民教授、博士是我国著名的酒店管理专家，现任上海外国语大学国际经济贸易管理学院企业管理硕士点宾馆管理硕士研究生导师，国际贸易学硕士研究生导师。历任上海外国语大学工商管理系主任、国际经济贸易系主任、国际经济贸易管理学院副院长、院长。
Resume:
He Jianming, Professor and Doctor, is a famous expert in hotel management.
我国民族品牌饭店与国际品牌饭店竞争与发展的方式
何建民
教授/经济学博士/旅游管理博士生导师
（上海财经大学 国际工商管理学院旅游管理系 200433）
内容提要：本文从理论与实践两方面研究了民族品牌饭店与国际品牌饭店竞争与发展的方式，主要包括我国著名民族品牌饭店集团与著名国际品牌饭店集 团的差距分析，民族品牌建设的背景与特点，民族品牌建设的具体方式，民族品牌建设存在的主要问题与解决方案。
关键词：饭店品牌；建立背景；建立方式；问题与解决方案
一、我国著名民族品牌饭店集团与著名国际品牌饭店集团的差距分析
现在，我们采用典型分析方法，将我国著名的锦江国际集团的旅馆事业部即上海锦江国际酒店发展股份有限公司与位于美国2003年500强中第216强的万豪国际（旅馆）集团的下列数据进行比较。数据来源于美国《财富》杂志2004年4月期、美国Hotel杂志2004年第7期和上海锦江国际酒店发展股份有限公司2003年年度报告（2004年4月7日）。
（1）两者拥有的饭店、客房与经营地区的差距
（2）两者拥有的资产数量的差距。
(3)两者拥有的净产差距。
(4)两者创造的收入差距。
（5）两者创造的利润额差距。
（6）两者拥有的净资产收益率差距。
二、饭店品牌建设的背景与特点
目前，全世界的旅游城市、旅游景点与旅游企业都在努力从事自己的品牌建设工作，我国本土饭店也是这样。为了做好本土饭店民族品牌的建设工作，我们首先要回答的问题是：品牌建设的背景与特点是什么？因为只有回答好这些问题，才可以帮助我们在战略上更好地认识民族品牌建设的价值与方向。
从理论与实践两个方面分析，品牌的建设至少有四大背景与特点。第一，旅游需求与旅游供给的基本关系。第二，供给大于需求关系产生的旅游企业与旅游目的地的广告轰炸与顾客注意力稀缺的矛盾。第三，依据美国服务管理专家James A. Fitzsimmons and Mona J. Fitzsimmons (詹姆斯 A 菲茨西蒙斯) 的分析，人类社会的发展可以分成三个阶段或三种类型的社会型态。第四，旅游是一种异地活动，需要由著名品牌的信誉来传递与保证旅游产品的质量。
三、品牌建设的具体方式
1． 要正确认识旅游商标、品牌与名牌的原理及关系
旅游产品或服务的商标是一种记号或标记。旅游产品的注册商标具有两方面的作用。第一是对旅游品牌的法律保护作用，第二是对旅游品牌传播的基本识别作用。
旅游产品品牌是包括旅游产品商标在内的所有塑造或影响旅游形象的活动。它具体可以分为三个层次：第一个层次仅指旅游产品商标。第二个层次不仅指旅游产品商标，而且指由一系列旅游经营活动包括公关活动创造的旅游产品在目标顾客心目中的一种联想与象征，一种承诺与保证。第三个层次不仅包括上述两者，而且旅游产品品牌也可能是一项重要的资产，品牌本身也具有市场价值。
名牌旅游产品就是领导品牌产品，它是为顾客、业主、管理者、员工和当地社区提供最大价值的旅游产品。名牌旅游产品一般具有三个特点。（1）目标顾客对该品牌旅游产品的评价很高，该品牌旅游产品拥有许多忠诚的回头客。（2）该品牌旅游产品的销售额和/或利润额（率）或它们的增长率位于该类旅游产品的前列。（3）该品牌旅游产品具有高的品牌正向权益（Brand Equity）1 。
2．品牌信号价值的创造方式
创造旅游品牌产品需要解决的关键问题之一就是旅游产品与顾客之间的信息不对称现象。要创造旅游品牌产品，就需要研究如何通过各种信息传递渠道来使目标顾客认识与喜欢自己产品的各种优点，即研究旅游品牌信号价值的创造方式。按照顾客对旅游产品的心理接受过程分析，旅游产品的信号价值的创造方式由以下六个方面构成。
第一是要提高旅游产品的知名度。
第二是要让目标顾客了解旅游产品的内容。
第三是要使目标顾客喜欢旅游产品。
第四是要使目标顾客首选自己的旅游产品。
第五是要使顾客确信：购买你企业的旅游产品是没有风险的。
第六是要促使顾客及时预定购买旅游产品，同时要注意在任何情况下不要损害与顾客的关系。
3．品牌渠道价值的创造方式
当旅游产品的信号价值很高，顾客就会来预定或购买旅游产品, 这就会涉及到顾客预定或购买旅游产品的渠道问题。旅游产品的预定或购买渠道是指旅游产品的预定或购买方式。名牌旅游产品渠道为顾客提供的便利价值，其实质就是要降低顾客为使交易发生而支付的成本，即交易成本（transaction cost）。具体说，就是要降低顾客由进行预定或购买所增加的除了饭店产品价格之外的支出。这些支出可以是货币、时间、精力和风险等，也可能是某种不方便。
如何做到这一点呢？需要注意四个问题：
（1） 重视为旅游企业带来顾客的顾客
（2） 注意打好商务电话
（3） 提供免费电话与建立电话咨询信息中心
（4） 组合利用多种预定渠道
4．品牌实际享受价值的创造方式
顾客购买旅游产品主要追求的是购买以后的真实享受价值，要创造品牌旅游产品，就要提高旅游产品的真实享受价值，也就要依次对上面公式中的各个因素进行有效管理。
下面，我们以如何提高旅游饭店产品的真实享受价值为例进行分析。
第一要对饭店的产品价值进行有效管理。
第二要对饭店的服务价值进行有效管理。
第三要对饭店的人员价值进行有效管理。
第四要对饭店的形象价值进行有效管理。
第五要减少顾客的货币支出。
第六要减少顾客的时间支出。
第七要减少顾客的精力支出。
第八要减少顾客的心理支出。
5．品牌忠诚价值的创造方式
名牌旅游产品的忠诚价值，是指名牌旅游产品拥有的使顾客抑制自己喜新厌旧的本能，始终或经常选择这一品牌的旅游产品的价值。名牌旅游产品的忠诚价值有以下两种表现形式或培育形式。
第一种是该品牌产品与竞争对手比较，拥有优势的接受价值，具体表现为该品牌产品的接受差异价值为正值。
第二种表现形式或培育形式需要注意对转移成本的管理问题。
一种品牌饭店的产品有下列两种情况。（1）在转移成本为零的情况下，只要其接受价值大于另一品牌产品就可以了。（2）当顾客存在转移成本和竞争对手对顾客的转移成本进行补贴的情况下，该品牌饭店产品其接受价值与转移成本之和必须大于另一品牌产品的接受价值与补贴费用之和。
由上面的分析可知，转移成本高具有将顾客锁定在原购买品牌饭店产品上的功能。这就需要我们对转移成本进行深入研究与管理。能把顾客锁定在原来所购买的某品牌饭店产品上的转移成本有：（1）合同义务。（2）收集信息的成本。（3）忠诚顾客计划。
四、我国民族品牌建设存在的主要问题与解决方案
我国旅游饭店业存在下列现象：仅占全国饭店总数20%的国际品牌饭店，获得了占全国饭店利润总额的80%，反之，占全国饭店总数80%的国内民族品牌饭店，只获得利润总额的20%。这说明了我国民族品牌建设存在严重的问题和巨大的发展潜力。
我国民族品牌建设存在的主要问题是：（1）老的旅游企业比较偏重内部管理，忽略全国与全球品牌信号价值的创造、渠道价值的创造和忠诚价值的创造；（2）新的旅游企业比较侧重品牌信号价值的创造，但忽略了品牌真实享受价值的创造；（3）我国旅游企业整体上忽略了从旅游品牌信号价值、旅游品牌渠道价值、旅游品牌真实享受价值与旅游品牌忠诚价值四方面来系统的创建旅游品牌，而从上述四个方面来系统建设我国旅游产品的品牌，这正是解决我国旅游品牌建设存在问题的有效方案。
1 何建民：《创造名牌产品的理论与方法》华东理工大学出版社2003年版，第40页~48页。
The competitive and developing way of the ethic brand hotels and international brand hotels in China By He Jianming
1 Analysis on the gaps existing between the ethic brand hotels and international brand hotels
At present, we have made use of the typical analyzing way to compare the data between the Jinjiang International Group and Marriot International Group, which was ranked 216 in the 500 power hotels in 2003. The data was originated from the American magazine ‘ Fortune’ in the 4th journal 2004, American Hotel magazine in the seventh journal 2004 and the annual report from Shanghai Jinjiang International Hotel in 2003.
(1) The gaps among the number of hotels, guestrooms and operation regions
(2) The gaps of the capital values
(3) The gaps of revenues
(4) The gaps of incomings
(5) The gaps of profits
(6) The gaps of net asset values
2 The background and characteristics of the hotel brand construction
At present, the tourist city, scenic spots and tourist corporate in the world undergo their own brand construction, as what the local hotel does. In order to fulfill the local ethic brand construction, we have to answer the question: what is the background and characteristics of the brand construction? Because only could we answer these questions, we could be well aware of the value and orientations of the ethic brand construction.
Viewing from the theory and practice, there are at least four backgrounds and characteristics in the brand constructions. First, the relationship between the needs of the tourism and the tourist supply. Second, while supply could not meet needs, it would give a rise to the clash between the ads promotion and attentions paid by the customers. Third, according to the analysis by the American service management experts, James A. Fitzsimmons and Mona J. Fitzsimmons, the development of human society could be subdivided into three stages and three types of social styles. Fourth, tourism is a strange-land activities, which should rely on the reputations of famous brand to deliver and secure the quality of the tourist products.
3 The way of brand constructions
(1) Be fully aware of the theory and relationships of the tourist logo, brand and famous brand.
The trademark is a mark for the tourist products or services. The logo of the tourist products could be functioned in the following two aspects. First, It is a legal protection to the tourist brand. Second, it is a fundamental identification to the expansion of the tourist brand.
The tourist product brand refers to all the image promotion activities including the trademark. It could be divided into the following three layers. First, the tourist products trademark; Second, the management activities including the image promotions; Third, tourist products in itself is an important capital with its own market values.
Famous tourist products, which lead the brand products, aim to provide products with biggest value for the customers, hosts, managers, employees and local communities. It holds the following three characteristics. First, the target customers make an high appraisal of the tourist products and have a good feedback. Second, the revenue, profits and growth rate are ranked in front in the same kind of tourist products. Third, the tourist products are equipped with the highest brand equity.
(2) The way of brand information value creation
The key problems for the brand value creation to resolve lies in the information asymmetry between the tourist products and customers. In order to create tourist brand products, it is essential for us to study how to make the target customers realize and favor the advantages of its own products, that is, the way of brand information value creation. According to the psychological reception process of the customers towards tourist products, the way of creation consists of the following six aspects.
First, promote the reputation of products
Second, let the target customers know the contents of the tourist products
Third, let the target customers favor the products
Fourth, Let the target customers give an first consideration to our products
Fifth, Secure there is no risk for the customers to buy your products
Sixth, promote the customers to purchase the products on time and be aware of the relationships among the customers in any time.
(3) The way of brand channel value creation
The reservation and purchase channel of tourist products refers to the way of reservation and purchase of tourist products. The channel of the famous tourist products offers an effective value, which in essence is committed to reduce the transaction cost in the deal.
How to accomplish it? We should pay attention to the following four points.
(1) Focus on the customers who could bring customers to the tourist corporate
(2) Pay attention to the commercial call
(3) Provide free number and establish information consulting center
(4) Integrate and make use of the multi-reservation channels
4 The way of practically enjoyable value creation
The customers who purchase the tourist products want to enjoy the genuine values. If one wants to create famous tourist products, one has to promote the genuine values of the tourist products. Therefore, it is essential to arrange all the elements in the formula effectively.
First, effectively management over the hotel products value
Second, effectively management over the hotel service value
Third, effectively management over the hotel staff value
Fourth, effectively management over the hotel image value
Fifth, reduce the capital outgoing of the customers
Sixth, reduce the time consumption of the customers
Seventh, save customers’ energy
Eighth, save the customers’ psychology
5 The way of honest brand creation
The honest brand consists of the following two forms, such as demonstration and training.
First, Comparing with the brand products and competitors, it has its own advantage of reception values. It could be demonstrated that the reception differences value of products is positive value.
Second, while we implement the demonstration form and training form, it needs more attentions paid to the transfer cost management.
Each kind of hotel brand consists of the following two situations. First, while the transfer cost is zero, its receptions value should be greater than that of the other kinds. Second, while the cost supplement with each other, the sum of the reception value and reimbursement should be greater than the sum of the reception value and reimbursement.
Above all, the transfer cost is equipped with the functions to tight the customers with the hotel products closely. It is essential for us to study the management of transfer cost.
4 The main problems and solutions concerning national ethic brand construction
There are various kinds of phenomenon existing in the tourist hotels. For example, 20% international hotels in the national hotels gain 80% of the total hotel profits. On the contrary, 80% domestic hotels in the national hotels gain only 20% profits. All these reflect the great potential and problems in our ethic brand constructions.
The major problems in the brand constructions are: First, the old tourist corporate focuses
on the traditional management but ignores the creation of the global brand, channel values and loyalty values. Second, the new corporate focuses on the creation of brand information value, but ignore the genuine value of the brand. Third, generally speaking, the tourist corporate in China do not pay attention to the tourist brand information, brand channel value, genuine value and brand loyal value to establish the tourist brand. While the four aspects I mentioned are effective solutions for the tourist brand constructions.
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