Introduction

Globalization refers to the shift toward a more integrated and interdependent. Goods and capital flow is the original form of globalization. In this process, there is a corresponding regional, international economic organization and economic entities, as well as the culture, lifestyle, values, ideology and spirit force transnational exchange, collision, conflict and fusion. Globalization gives the world a big stage. Firms confront each other as competitors in nation after nation. The competition won’t be limited in one country or one piece of area, but the whole world. Globalization brings opportunities, and also challenges. Certainly, someone was routed in the big trend, but there were more greater companies caught the opportunity and conquered the world, such as Hilton. Hilton is the leading global hospitality company, with more than 3,000 hotels and 500,000 rooms in 74 countries and territories, with more than 135,000 team members worldwide. There is no question it is wonderful.

The success of Hilton can’t leave the wise strategies. In the globalization, Hilton made various plans to expand its market share, especially the Franchise expansion market and the Brand diversification strategy .

Franchise expansion market

(1) Hilton went though self-conduction mode, management mode and franchise. Before the 1950s, Hilton took the self-conduction mode which developed very slowly. As a result, he missed a lot of opportunities. In the 1960s, Hilton started management mode, which was used to broaden the marketing net by managing the speed of output. The brand of Hilton became well known. In 1990s, Hilton carry out a new management mode named Franchise, which encourages itself to sell hotels and only retain the power of management and the brand. At this time, Hilton became famous in the world.