品牌是在顾客购买决策中具有一定作用,同时也是酒店作为自身特色,打造卓越品牌的一种手段。因此塑造卓越品牌作越来越引起社会的广泛关注。在物质产品领域,企业在创建品牌方面已积累了相当丰富的经验,有关品牌营销和管理的理论研究已相当成熟。相比较而言,服务品牌方面的研究和实践经验均比较缺乏,是有待于深入探讨的问题。本文以青岛海景花园酒店为例,浅析青岛海景花园酒店取得如此卓越的成就,获得如此高的赞誉,有哪些经验值得借鉴。 Brand is a decision-making in the customer has a certain role, but also as a hotel as its own characteristics, build a means of excellence brand. Therefore, building a brand of excellence has drawn more and more attention from the society. In the field of material products, enterprises have accumulated rich experience in brand creation. The theoretical research on brand marketing and management is quite mature. In comparison, the service brand research and practical experience are relatively scarce, is to be further explored. In this paper, Qingdao Seaview Garden Hotel, for example, the analysis of Qingdao Seaview Garden Hotel achieved such a remarkable achievement, access to such a high praise, what experience is worth learning.