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酒店形象logo運(yùn)營(yíng)在競(jìng)爭(zhēng)中會(huì)出現(xiàn)哪些閃失?
Post by hotelvi, 2013-8-15, Views:現(xiàn)代經(jīng)濟(jì)中,制約酒店品牌競(jìng)爭(zhēng)制勝的因素很多,例如,酒店的logo設(shè)計(jì)特征、logo設(shè)計(jì)個(gè)性、品牌環(huán)境、品牌戰(zhàn)略策略、品牌營(yíng)銷、logo設(shè)計(jì)定位等。但酒店所建樹的logo設(shè)計(jì)經(jīng)營(yíng)理念,對(duì)于保證成功的品牌經(jīng)營(yíng)具有直接意義。凱溫·克蘭西和羅伯特·舒爾曼在《滅商的營(yíng)銷秘密》中,分析三種原因?qū)е戮频昶放平?jīng)營(yíng)“失敗”的發(fā)生:第一,酒店自始就未能形成一個(gè)清晰而明確的定位策略;第二,酒店未能清楚地將定位思想和原則傳達(dá)給顧客和市場(chǎng);第三,酒店未能建立足夠的營(yíng)銷資源的支持并保證品牌經(jīng)營(yíng)的努力。他們認(rèn)為,所有這三種原因的根源在于酒店未能培育明確清晰的高級(jí)酒店logo設(shè)計(jì)理念。
因此,logo設(shè)計(jì)經(jīng)營(yíng)理念是酒店從事品牌經(jīng)營(yíng)的前提和基礎(chǔ)。在發(fā)達(dá)的市場(chǎng)經(jīng)濟(jì)中,logo設(shè)計(jì)理念成為酒店的戰(zhàn)略性理念。但是,在一個(gè)相對(duì)不發(fā)達(dá)的市場(chǎng)經(jīng)濟(jì)中,培育和建樹品牌經(jīng)營(yíng)理念卻并不是一蹴而就的事情。在小生產(chǎn)的基礎(chǔ)上只能滋生落后logo設(shè)計(jì)理念甚至無(wú)法孕育現(xiàn)代logo設(shè)計(jì)理念的萌芽。這些小生產(chǎn)無(wú)視技術(shù)在logo設(shè)計(jì)創(chuàng)新中的作用和意義,無(wú)視市場(chǎng)導(dǎo)向,無(wú)視營(yíng)銷策劃和市場(chǎng)推廣,無(wú)視顧客需求和顧客服務(wù),他們不知道建立品牌聲譽(yù)和logo設(shè)計(jì)特性的價(jià)值和意義。更有甚者,許多酒店不是去努力創(chuàng)造屬于自己的logo形象,而是不惜采取各種侵權(quán)手段和方式,將“別人的品牌貼在自己的產(chǎn)品上”。
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