近年來，由於觀光產業之蓬勃發展，已有不少企業陸續投資新飯店。而消費者對於品牌旅館的追求與喜好也有明顯的增加。對於整體飯店業來說，擁有一個高度品牌權益的行銷策略，不啻是維護企業競爭力來源的最佳模式。
東森集團多年來努力經營『東森』之品牌，期許提高消費者之品牌權益（品牌忠誠度、品牌知名度、品牌聯想、知覺品質)，進而帶動消費者之購買意願。希望藉由此研究來了解，轉投資酒店業績是否會因企業品牌權益是否發生綜效，以作為企業未來進行品牌管理之參考策略。
In recent years, the booming tourism industry, there are many companies continue to invest in new hotel. The pursuit of consumer brand hotel and preferences have also increased significantly. For the whole hotel industry, have a high degree of brand equity marketing strategy,it is nothing more than the best mode to maintain the competitiveness of enterprises sources.
Eastern Media Internatinal Group enterprise brand management efforts over the years. hopes to improve the consumer's brand equity (brand loyalty, brand awareness, brand associations, perceived quality), In order to stimulate the consumer's purchase intention. Hope that through this research to understand, reinvestment hotel perfor-mance whether because of the company's brand equity and promotion, as the company's future strategic brand management of reference is.
