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酒店品牌建設(shè)的困境
Post by hotelvi, 2017-8-16, Views:
其中，外部的挑戰(zhàn)是消費(fèi)者的成熟、價格競爭、媒體多元化、成本上升等幾個方面造成的；而內(nèi)部的挑戰(zhàn)則來自于短期的業(yè)績壓力、酒店VI設(shè)計(jì)的品牌延伸與組合，以及酒店品牌傳播內(nèi)外一致性等幾個方面。
鏈接材料2-4：造成酒店品牌建設(shè)困境的八個因素
大衛(wèi)·阿克(有人譯為“戴維·阿克”)教授在《創(chuàng)建強(qiáng)勢品牌》一書中提出造成品牌建設(shè)困境的八個因素：
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