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1、IntroductionGlobalizationreferstotheshifttowardamoreintegratedandinterdependent.Goodsandcapitalflowistheoriginalformofglobalization.Inthisprocess,thereisacorrespondingregional,internationaleconomicorganizationandeconomicentities,aswellastheculture,lifestyle,values,
2、ideologyandspiritforcetransnationalexchange,collision,conflictandfusion.Globalizationgivestheworldabigstage.Firmsconfronteachotherascompetitorsinnationafternation.Thecompetitionwon’tbelimitedinonecountryoronepieceofarea,butthewholeworld.Globalizationbringsopportuni
3、ties,andalsochallenges.Certainly,someonewasroutedinthebigtrend,butthereweremoregreatercompaniescaughttheopportunityandconqueredtheworld,suchasHilton.Hiltonistheleadingglobalhospitalitycompany,withmorethan3,000hotelsand500,000roomsin74countriesandterritories,withmor
4、ethan135,000teammembersworldwide.Thereisnoquestionitiswonderful.ThesuccessofHiltoncan’tleavethewisestrategies.Intheglobalization,Hiltonmadevariousplanstoexpanditsmarketshare,especiallytheFranchiseexpansionmarketandtheBranddiversificationstrategy.Franchiseexpansionm
5、arket(1)Hiltonwentthoughself-conductionmode,managementmodeandfranchise.Beforethe1950s,Hiltontooktheself-conductionmodewhichdevelopedveryslowly.Asaresult,hemissedalotofopportunities.Inthe1960s,Hiltonstartedmanagementmode,whichwasusedtobroadenthemarketingnetbymanagin
6、gthespeedofoutput.ThebrandofHiltonbecamewellknown.In1990s,HiltoncarryoutanewmanagementmodenamedFranchise,whichencouragesitselftosellhotelsandonlyretainthepowerofmanagementandthebrand.Atthistime,Hiltonbecamefamousintheworld.8Figure1-123.8%franchise3%entrustedmanagem
7、ent73.2%withfundmanagement(2)JustlikewhatweseeintheFigure1-1,thesethreemanagementstylesaremostimportantintheHiltonSystem.Themainway:●withfundmanagement●franchise●entrustedmanagement①WithfundmanagementofHiltonHotelisthecapitalandmanagementatthesametimeownedbythesing
8、leproprietorshipandholdingorequitydirectorindirectinvestmentsuchasawaytoearnthehotelmanagementcontrolanditssubordinateseriesofthesamebrandhotel,t
