奥古特成功案例：林豪泰连锁品牌建设
<p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; WORD-BREAK: break-all; LINE-HEIGHT: 12pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; WORD-BREAK: break-all; LINE-HEIGHT: 12pt; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span lang="EN-US" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-font-kerning: 0pt;"> 2004</span><span style="FONT-SIZE: 10pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">年</span><span lang="EN-US" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">9</span><span style="FONT-SIZE: 10pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">月，格林豪泰酒店正式登陆中国上海、深圳、无锡，在国内将有</span><span lang="EN-US" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">3</span><span style="FONT-SIZE: 10pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">家酒店正式开业，分别是格林豪泰上海静安寺酒店、无锡解放西路酒店以及深圳东门路酒店。紧随其后，在南通、南京、广州、杭州等地的繁华街道处也将陆续开业。届时，格林豪泰酒店会给酒店业注入一个崭新的理念，同时，这也标志着中国第一家高品位的经济商务型连锁酒店的诞生。此时奥古特品牌营销机构正式介入该跨国连锁企业。</span><span lang="EN-US" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-font-kerning: 0pt;"><p></p></span></p></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><b><span style="FONT-SIZE: 10pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">投资背景 </span></b><span style="FONT-SIZE: 10pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">格林豪泰酒店集团总部设在美国落杉矶，由美国</span><span lang="EN-US" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">APH (American Pacific Homes, Inc.)</span><span style="FONT-SIZE: 10pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">投资公司、美国统一投资集团股东和侨福地产（</span><span lang="EN-US" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">Geroge Realty</span><span style="FONT-SIZE: 10pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">）股东共同组建。格林豪泰酒店集团吸收美国先进、成熟的酒店连锁建立、管理、发展的经验，扎实、稳健地在中国境内及东南亚拓展酒店连锁事业。该酒店集团以雄厚的资金实力，以全新的酒店经营理念，将在三年内打造中国酒店业的第一品牌，致力于为所有商务客人提供</span><span lang="EN-US" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">“</span><span style="FONT-SIZE: 10pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">超健康、超价值、超舒适</span><span lang="EN-US" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">”</span><span style="FONT-SIZE: 10pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">的活动办公室与家外之家。</span><span lang="EN-US" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-font-kerning: 0pt;"><br/></span><b><span style="FONT-SIZE: 10pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">目标及方向 </span></b><span style="FONT-SIZE: 10pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">格林豪泰酒店管理公司预计在三到五年内，在全国各地将发展近</span><span lang="EN-US" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">200</span><span style="FONT-SIZE: 10pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">家酒店。十年将发展到</span><span lang="EN-US" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">1200</span><span style="FONT-SIZE: 10pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">家。格林豪泰酒店是面向国内外商务客人、白领居家旅游客人的商务型连锁酒店。我们的目标是有需求的地方就有我们的酒店，有需求的地方就有商务客人们的绿色温馨的活动办公室和家外之家。</span><span lang="EN-US" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-font-kerning: 0pt;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><b><span style="FONT-SIZE: 10pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">项目合作 </span></b><span style="FONT-SIZE: 10pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">奥古特品牌营销机构</span><span lang="EN-US" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">2005</span><span style="FONT-SIZE: 10pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">年中就与格林豪泰酒店管理公司开始进行项目合作。当时的格林豪泰酒店管理公司还只开张了第一家上海静安店。奥古特策划咨询团队归纳出格林豪泰七大战略优势，三大障碍。机会与困难并存。由此展开了系统专业性的策划咨询。</span><span lang="EN-US" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-font-kerning: 0pt;"><br/></span><b><span style="FONT-SIZE: 10pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">一、建立完整的连锁品牌识别系统</span></b><span lang="EN-US" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-font-kerning: 0pt;"><br/>1</span><span style="FONT-SIZE: 10pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">、品牌创意设计</span><span lang="EN-US" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">2</span><span style="FONT-SIZE: 10pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">、建立适合中国经济连锁酒店业的高端品牌形象的识别</span><span lang="EN-US" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-font-kerning: 0pt;">3</span><span style="FONT-SIZE: 10pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: Arial; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">、开展系列品牌活动</span></p> 什么东东啊？
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