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The Integration and Development of Franchising in China ——Take InterContinental Hotel as an Example
- 1 Hunan University of Arts and Science
- 2 Jiangnan High School
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Abstract
This paper has conducted in-depth research on the franchise business model of InterContinental Hotels and its application in the Chinese hotel industry. Using the franchise business model has brought benefits to InterContinental Hotels, including brand expansion, increased market share, additional revenue streams, resource consolidation, and risk sharing. Through the SWOT analysis, this paper analyses the strengths of Intercontinental Hotel’s high brand awareness, including perfect comprehensive facilities, broad global distribution network; the weakness include high franchise costs, strict operating standards; the opportunities include market demand growth, opportunities and economic fluctuations needed for emerging market expansion, and the threats include strong competitors, and put forward the use of InterContinental Liquor. The brand advantage of the hotel enhances the user experience and explores the development strategy of new market opportunities. The article has also discussed the applicability of the franchise business model and the role of the government in franchise development. At the same time, this experience has extensively explored the franchise business model of InterContinental Hotels and its application in the Chinese hotel industry.
Keywords
franchise, SWOT analysis, InterContinental
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Cite this article
Liang,Y.;Liao,C. (2023). The Integration and Development of Franchising in China ——Take InterContinental Hotel as an Example. Advances in Economics, Management and Political Sciences,58,283-288.
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Volume title: Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
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