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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, v
2、alues, 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 competition wont be limited in one country or one piece of area, but the whole world. Globalization
3、 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 coun
4、tries and territories, with more than 135,000 team members worldwide. There is no question it is wonderful. 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 divers
5、ification strategy.Franchise 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, wh
6、ich 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 becam
7、e famous in the world. Figure 1-1 23.8% franchise3% entrusted management73.2%with fund management(2)Just like what we see in the Figure 1-1, these three management styles are most important in the Hilton System.The main way: with fund managementfranchiseentrusted managementWith fund management of Hi
8、lton Hotel is the capital and management 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,
9、the same purchasing system, the same organization structure, the same financial system, the same policy standard, the same enterprise culture and the same management idea management style In this way the Hilton Hotel realized in the context of the global brand promotion. The Hilton Hotel of franchis
10、e of is using their own proprietary technology 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 the number
11、of hotels and improve the Hiltons market share.Hilton Hotel management is entrusted by the hotel owner Hilton 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 owners Thre
12、e 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 own brand goods, Hilton formed her product of globalization. Brand diversification strategyUses the brand to extend
13、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 c
14、ustomer needs. Target market segments, providing diversified products Associated with the brand extension to a number of groups divided into different quality and grades of hotelLuxury Hotel: Hilton, Conrad (a) (b)As shown in figure (a) is Hilton. Its target market is mainly provides the first-class
15、 hotel product, the upscale service and the luxurious hotel facility equipment for business and leisure travelers.As shown in figure (b) is Conrad. Mainly for business and leisure travelers to provide first-class service and luxury environment and facilities; Hotel special location in Europe, Asia,
16、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 resortUpscale hotel: Embassy Suites hotels, Doubletree, Homewood Suites.: （c） （d） （e）As shown in figure(c) is Embassy Suites hotels. Construc
17、ted in 1983, has created the hotel industry entire anteroom concept, was the entire US biggest upscale, the entire anteroom hotel brand, the anteroom total surpasses other any competition hotel sum of the complete anteroomAs shown in figure (d) is Doubletree. The main target market is business and l
18、eisure travelers. Is mainly located in the metropolis and the leisure tourist area, each double tree brand hotel reflects the local unique environment or the folk cultureAs shown in figure (e) is Homewood Suites. Is an entire anteroom housing type upscale hotel brand. It mainly receives the long-ter
19、m lodging touristMiddle-grade hotel: Garden Inn, Hampton (f) (g)As shown in figure (f) is Garden Inn. Can provides the high quality dedicated -like service, the advanced facility and the moderate price for the commercial public figure and the leisure touristAs shown in figure (g) is Hampton. As the
20、pursuit of value of tourists to provide a comfortable, perfect equipment room, friendly service and other extra effort will make tourists every stay here are happier.Economy hotel: Scandic, Hilton Grand Vacations （h） (i)As shown in figure (h) is Scandic. Located mainly in the city center or main tow
21、nss suburbs, moderate price position, mainly in the service is more sensitive to the price of the midrange tourist As shown in figure (h) is Hilton Grand Vacations. Is an innovation integrating system appointment and communication system, and the club members provide a comprehensive range of leisure
22、 services and flexible leisure travel opportunities. The club members enjoy the club resort in communication system; the worldwide in more than 3700 holiday resort in the communication, Hilton guest glory return activities treatment.The Hilton hotel constructs own hotel in the global 74 countries, t
23、hese brand world-wide world, and in view of the different customer group, this is Hiltons market globalization.SummaryIs precisely because Hilton has adopted above each kind of strategy, develops from a small inn to the present becomes the internationalization hotel group, and succeeds the establishment own brand image, has around the world won the massive faithful customers, also the characteristic which is in sole possession of by it is attracting more new consumers, the trust in the future Hilton even more strength.1 2 3 4 5 6 7 8 9 10
