摘 要 酒店业的蓬勃发展促使酒店的竞争不仅仅针对酒店的产品，而且还针对酒店的品牌文化，品牌文化是酒店的隐形财富也是酒店的核心。在激励的市场竞争下，品牌文化的价值也越来越受到人们的关注，只有提升品牌，才能赢得市场。本文通过对国内外相关文献的研究，以厦门海沧正元希尔顿逸林酒店为研究对象，研究酒店的现有品牌文化现状，从酒店的物质文化、酒店的制度文化、酒店的精神文化、酒店的服务文化等分析，对该酒店的品牌文化塑造提出提升对策的建议和意见。关键词：希尔顿酒店；品牌文化；塑造；对策AbstractThe vigorous development of hotel industry promotes the competition of hotel not only for hotel products, but also for hotel brand culture, which is the invisible wealth of hotel and the core of hotel. Under the incentive market competition, the value of brand culture is also more and more concerned, only by promoting the brand, can we win the market. Through the research of domestic and foreign related documents, this paper takes Doubletree by Hilton Xiamen Haicang as the research object, studies the hotel's existing brand culture present situation, from the hotel material culture, the hotel system culture, the hotel spirit culture, the hotel service culture and so on analysis, puts forward the promotion countermeasure suggestion to this hotel brand culture shaping. Key words: Hilton Hotel；Brand culture；Shape；countermeasure目 录1 引 言..................................................................11.1 研究背景和研究意义....................................................11.1.1 研究背景............................................................11.1.2 研究意义............................................................11.2 研究方法和研究内容....................................................21.2.1 研究方法............................................................21.2.2 研究内容............................................................21.3 文献综述....
