Introduction
Globalization 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, values, 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 competition won’t be limited in one country or one piece of area, but the whole world. Globalization 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 countries and territories, with more than 135,000 team members worldwide. There is no question it is wonderful.
The success of Hilton can’t leave the wi strategies. In the globalization, Hilton made vario
us plans to expand its market share, especially the Franchi expansion market and the Brand diversification strategy
.
Franchi expansion market
(1) Hilton went though lf-conduction mode, management mode and franchi. Before the 1950s, Hilton took the lf-conduction mode which developed very slowly. As a result, he misd a lot of opportunities. In the 1960s, Hilton started management mode, which was ud to broaden 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 Franchi, which encourages itlf to ll hotels and only retain the power of management and the brand. At this time, Hilton became famous in the world.
Figure 1-1杭州海洋馆
23.8% franchi
3% entrusted management
73.2%with fund management
(2)Just like what we e in the Figure 1-1, the three management styles are most important in the Hilton System.
The main way:
●with fund management
●franchi
●entrusted management
①With fund management of Hilton Hotel is the capital and management at the same time owned by the single proprietorship and holding or equity direct or indirect investment such as a way to earn the hotel management control and its subordinate ries of the same brand hotel, the same rvice program, the same rerve network, the same purchasing system, the same organization structure, the same financial system, the same policy standard, the same enterpri culture and the same management idea management style
In this way the Hilton Hotel realized in the context of the global brand promotion.
②速写写生The Hilton Hotel of franchi of is using their own proprietary technology and brand and local hotel owners with the combination of the capital to expand the scale of operation. Not only reduces the cost reduce investment, more effective u of franchies to improve the brand effect, the more massive incread its the number of hotels and improve the Hilton's market share.
③Hilton Hotel management is entrusted by the hotel owner Hilton and reach an agreement, can provide the Hilton Hotel for local management mode of operation and quality standards, rvice standards. Through their own brand attracted many hotel owners
Three kinds of methods to reduce the enterpri in multinational management of many defects, and through the u of all countries and different areas of local resources to establish their own brand goods, Hilton formed her product of globalization.
拒绝学习Brand diversification strategy
英语同位语
Us the brand to extend an affiliate group differentiates the different quality and the scale hotel A measurement suits all people with difficulty. Hilton in has been ud as in the careful classified basis to the customer, us each kind of different hotel to provide the different scale the rvice to meet the different customer needs. Target market gments, providing diversified products Associated with the brand extension to扫地的英文 a栽树 number of groups divided into different quality and grades of峨眉山介绍 hotel
■Luxury Hotel: Hilton, Conrad’
(a) (b)
⊙As shown in figure (a) is Hilton. Its target market is mainly provides the first-class hotel product, the upscale rvice and the luxurious hotel facility equipment for business and leisure travelers.
