분야
pptxWhat is BENIKEA?
Why BENIKEA?
What is Mid-low HOTEL?
2.● HOTEL BRAND
What is BRAND?
Importance of BRAND
HOTEL BRAND
3.● The Issue of domestic budget hotel
The absence of Management Mind
Hotel industry concentration to Seoul phenomenon
4.● The Issue of BENIKEA
Inefficiency Initial hasty administrations from public territory
A lack of BRAND Awareness
5.● Cases of low and middle price hotel.
6.● Conclusion
Korea’s first-ever mid-low priced tourist hotel brand.
The Ministry of Culture, Sports, and Tourism,
Korea Tourism Organization promoted BENIKEA
A larger influx of foreign leisure and business travelers.
Launching a domestic hotel chain to win some market share
Seoul’s 5-star properties charge high
Cheap but trashy motels
In general, to be called a hotel, what kinds of things
must an establishment have.
Hotel’s classification
Usually considered as 1-star hotel
Current profit margins
Future buying behavior
Why consumers buy a branded product: it promises
reliability and consisitency
Giving tangibility to what is essentially intangible.
Provide added value to both guests and hotel companies
Foster brand loyalty
Drives the operation ratios
Well-established brands are intangible assets
Giving tangibility to what is essentially intangible.
Provide added value to both guests and hotel companies
Foster brand loyalty
Drives the operation ratios
Well-established brands are intangible assets
Led by the academia
Bureaucratic and ineffective
BCRS
BENEKIA Central Reservation System.
- Different hotels = Difficult to run as one brand
- 44 hotels became members of BENEKIA, but only 10 hotels are formal chain hotels.
- Why pay fifty million won for the sign?
- Easy access to the center
- company-operated and major-like supermarket
2. Ibis Ambassador Hotel
- Reading the current flow
- Segmentation based on thorough analysis
- Effects of the Internet
3. Jinjiang Inn
'Shanghai Famous Brand‘
Modern brand management
Hotel Management School
