Case Study of Brand Image Design for Hotel ONE Taichung
| Autor: | Hui-Chen Pai, 白慧甄 |
|---|---|
| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 Since 2002, Taiwan Government has opened its door to the tourists from Mainland China and it has created huge demands to the hotel industry. The industry is seeking to expand their operation bases and the competition is getting intense. The industry is trying to enhance their brand name’s characteristics and creating the operation differences. Per this research, we are taking “Hotel ONE” as the study object and analysis its operation. We will study the links between its market positioning, operation strategy and brand image. Here are the key points: 1. Explore the history of the hotel industry and the qualitative factors. 2. The theoretical of visual communication, analysis of the Hotel One’s news media and nearby designs. By observe the corresponds, it shall determine its market positioning and unique style. 3. From service management to the training systems it helps to understand the brand culture. 4. Based on the customer satisfaction replies and interviews, it analysis the response to the brand image. The final crosscheck between the customer and the scholars’ advise, it helps the executives for the decision-making. Base on the case study, here are the founding results: 1. Cause of the advanced technology and easy transportation, the hotel industry has expanded the business and interpersonal activities. The improvement of better quality life has also led to change the way of the tourism. In result, it has formed as international hotel chain and special designed hotels. 2.The establishment and brand positioning of Taichung Hotel One, it targets the age from 25-45 of the business group who are seeking advanced technology and stylish atmosphere. As well as the people-oriented, Hotel One chin services it as main goal. 3.The market strategy has focused on the brand uniqueness and it mainly relies on the print media. It uses several topics to attract media coverage to create its publicity. The market approach is based on the celebrity and word of mouth. 4.The design of the brand identity is based on: (1) A simple lines to create a simple neatness, it sends a concept message of Fashion Technology. (2) The orange color application is widely using on the Asia celebration which creates modern fashion uniqueness toward the brand. (3) The combination of different shapes / size glass has created the raised sail building and it is the highest landmark in Taichung City. (4) After five years in Taichung hotel industry, the in-room workstation design is still second to none. (5) Based on the customer satisfaction survey, the average of 84% customers are satisfied with the hotel service. (6) The marketing links from local to city, it promotes local food and Taichung City tour. The formation of the business district has brought the lights to the hotel one building as well as the nearby real-estate value. By created better Taichung economic prosperity, it’s a win-win strategy for the industry and Taichung government. Hope that the results can provide a reference design and academic researchers. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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