盛宇天伦
度假酒店最具成长价值品牌
背景:
伴随着全球经济发展放缓和国内市场变化，2015年可以称得上是中国酒店业风起云涌的一年。共享经济下的Airbnb是山雨欲来风满楼；酒店集团间的联姻与平台联盟共谋发展；云PMS、APP、微信、支付宝等技术变革改变着酒店业的运营服务模式；经济型酒店的收益下滑与中档酒店品牌的投资热潮酒店行业竞争日趋激烈，客户的服务期望也不断攀升。酒店设计、客房间数、软硬设备同质化现象凸显，而无论是翻新设计、增设客房还是完善设备，都会造成高额预算投入，盈利与支出比例的失调在所难免。作为直接面对住客提供服务的场所，酒店应当充分考虑个性化的需求以及通过科技手段提高服务舒适度及便捷性。同时，降低酒店物耗、能耗、解放人力等都是传统酒店向智慧酒店转型所带来的效益增长点。
Background:
With the slowdown in global economic development and changes in the domestic market, the 2015 can be regarded as a year of China's hotel industry surging. Shared Airbnb economy is coming stormin; marriage and seek common development platform alliance between the hotel group; PMS, APP, WeChat cloud, Alipay and other technology change changing hotel service mode of operation; the Econo Hotel revenue decline and mid-range hotel brand investment boom in hotel industry increasingly fierce competition, customer service expectation is also rising. Hotel design, room number, software and hardware equipment homogenization phenomenon highlights. Regardless of the renovation design, additional rooms or the improvement of equipment, will result in high budget, revenue and expenditure proportion of imbalance is inevitable. As a place to provide services directly to the guest, the hotel should fully consider the needs of the individual and improve the comfort and convenience of the service by means of scientific and technological means. At the same time, reduce the hotel material consumption, energy consumption, the liberation of manpower and so on are the hotel to the wisdom of the transformation of the hotel to bring the benefits of growth.
洞见:
酒店业出现的竞争与困难，政府新政只是诱因，过剩、同质化、老化非常严重。在这种情形下，硬拼成本和性价比，生存的空间是狭小的。因此，还是要在创造体验价值、个性价值上下功夫。有良好体验价值，就具备了定价权；有良好的个性价值，就能增强用户黏性。创新，无疑成为自救中的酒店业的新常态。
Insight:
Hotel industry competition and difficulties, the government's new deal is the incentive, excess, homogenization, aging is very serious. In this case, to cost and price, the living space is narrow. Therefore, or to create the experience of value, personality value up and down. Have a good experience value, with the pricing power; have a good personality value, you can enhance user stickiness. Innovation, will undoubtedly become the new norm in the hotel industry to save themselves.
解决:
“盛宇天伦” 包容性极强的名称，把“宇天”二字融入其中。“盛”，繁盛，表达对企业未来发展的美好愿景，‘宇“，全面、广泛，象征酒店的目标市场之广，“伦”为国际用字，凸显了企业产品和服务的国际性高端品质。整个名称塑造的是一个区分于竞争对手、认知度极广的企业形象，让人印象深刻。
Solve:
"The name Sheng Yu Tian very inclusive," Tian Yu "two words into one. "Sheng", prosperous, for better vision of the future development of the enterprise, "Yu", comprehensive, widely, the target market of the iconic Hotel wide expression, "Lun" as the words, highlighting the enterprise products and services of international high-end quality. The whole name is a division of the competition, a very wide range of corporate image, impressive.
