希尔顿酒店

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, 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

2、 competiti on wont 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 wo

3、nderful.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 diversification strategyFranchise expansion market(1) Hilton went though self-conduction mode, management mode and franchise. Before the 1950s, Hilton took the self-conduction mode which developed very slowly. As a result, he missed a lot of opportunities. In the 1960s, Hilton started management mode, whi

4、ch was used 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 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.Figure 1-1123.8% fra nchise3% en trusted man ageme nt73.2%with fund man ageme nt(2)Just like what we see in the Figure 1-1, these three management styles are most important in the

5、 Hilton System.The main way:with fund managementfranchiseentrusted management With fund man ageme nt of Hilt on Hotel is the capital and man ageme nt 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 series of the same brand hotel, the same service program, the same reserve network, the same purchasing system, the same organization structure, the same financial system, the

6、 same policy standard, the same enterprise culture and the same management idea management styleIn this way the Hilton Hotel realized in the context of the global brand promotion. The Hilt on Hotel of fra nchise of is using their own proprietary tech no logy 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 use of franchisees to improve the brand effect, the more massive increased its

7、 the number of hotels and improve the Hiltons market share. Hilt on Hotel man ageme nt is en trusted by the hotel owner Hilt on and reach an 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 multinational management of many defects, and through the use of all countries and different areas of local resources to establish their

8、 own brand goods, Hilton formed her product of globalization.Brand diversification strategyUses 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 used as in the careful classified basis to the customer, uses each kind of different hotel to provide the different scale the service to meet the different customer needs. Target market segments, providing diversified products Associated wit

9、h the brand extension to a number of groups divided into different quality and grades of hotel Luxury Hotel: Hilton, Conrad(a)(b)GAs show n in figure (a) is Hilt on. Its target market is mai nly provides the first-class hotel product, the upscale service and the luxurious hotel facility equipment for business and leisure travelers.GAs show n in figure (b) is Con rad. Mai nly for bus in ess and leisure travelers to provide 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 most exotic resort of major business and leisure area established luxury hotel and resortc)Upscale hotel: Embassy Suites hotels, Doubletree, Homewood Suites.HOMEWOODSUITESHiltone)GAs shown in figure(c) is Embassy Suites hotels. Constructed in 1983, has created the hotel industry entire anteroom concept, was the entire U

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