城市民宿创业计划分析：兼论民宿业的定位与前景

发布时间：2018-01-04 02:22

本文关键词：城市民宿创业计划分析：兼论民宿业的定位与前景　出处：《南京大学》2017年硕士论文　论文类型：学位论文

【摘要】：近10年以来,我国的GDP发展速度逐年增长,人均GDP也在逐年增加,根据全球关于休闲与旅游业的发展规律的分析结果,我国进入了休闲旅游消费快速的发展时期。国内生产总值中旅游经济产值的比重也在逐年增加,从国家经济发展层面上,开始越来越重视旅游产业的发展,我国进入了旅游大众化消费的时代。随着顾客消费需求多样化,新的住宿业态在市场上不断出现。其中,民宿因其独特的气质、亲民的价格、温情的服务在一些旅游城市倍受特定人群青睐。民宿是旅游行业转型发展的最佳突破口。2011-2013年,民宿行业的投资年均增长13.1%,超过酒店住宿行业整体增长率3个百分点。从整体行业态势来看,借助于电子商务及互联网平台的信息流通优势,以及自助游市场规模的急剧拉升,中等价位、具有明确特色定位的中小规模民宿及客栈相关市场份额开始凸显,并在未来5年内将成为行业主要领导者。本文结合民宿的定义、起源、特性、旅行者选择民宿的动机等方面内容,阐述民宿理论的发展情况。通过将大陆地区民宿发展现状与台湾、日本进行比较分析,指出大陆民宿行业的发展机遇、遇到的困难和解决建议。本文是一篇理论结合实践的文章,通过对民宿理论的研究,进行城市民宿创业计划分析。文章运用了(1)文献研究法,分析民宿的理论研究和市场分析;(2)实践分析法,根据自有民宿的经营情况,分析民宿经营过程中的各项实际问题,如:经营选址问题。(3)定性、定量法,主要针对民宿旅游者动机,通过分析掌握客户的偏好、定位,更准确的预测客户喜好,为后期新店的运营提供数据依据,如:客户群体定位问题、定制化旅游等。本文作者以经营者的角度,运用了 MBA课程期间所学商业管理知识,科学的使用了研究方法,在分析民宿理论问题后,更着眼于民宿发展的长期性和投资可行性,结合近几个月以来第一家民宿实体店的经营管理过程实践,在初步验证了民宿创业的可行性基础上,探讨民国概念民宿发展的规模化、品牌化、从而打造出南京旅游住宿市场上精品城市民宿。
[Abstract]:In the past 10 years, the development rate of GDP in China has been increasing year by year, and the per capita GDP is also increasing year by year. According to the analysis of the law of the development of leisure and tourism in the world. China has entered a period of rapid development of leisure tourism consumption. The proportion of tourism economic output value in GDP is also increasing year by year. From the level of national economic development, more and more attention has been paid to the development of tourism industry. China has entered the era of popular tourism consumption. With the diversification of consumer demand, new forms of accommodation in the market continue to appear. Among them, because of its unique temperament, the price of the people. Warm service is favored by certain people in some tourist cities. Housing is the best breakthrough in the transformation and development of the tourism industry. 2011-2013, the average annual growth of investment in residential and residential industry by 13.1%. More than the hotel accommodation industry overall growth rate of 3 percent. From the overall industry situation, with the help of e-commerce and Internet platform information flow advantages, and the scale of the self-help travel market, a sharp rise, mid-price. The market share of small and medium scale residential accommodation and hostel has been highlighted, and will become the main leader in the next five years. This paper combines the definition, origin and characteristics of lodging. By comparing the present situation of residential development in mainland China with that of Taiwan and Japan, the author points out the development opportunities of the housing industry in mainland China. This paper is a combination of theory and practice, through the study of residential theory, urban residential entrepreneurship plan analysis. The article uses the method of literature research. The theoretical research and market analysis; (2) practice analysis method, according to the management situation of own lodging, analyze the practical problems in the management process, such as: business location problem. 3) qualitative and quantitative methods, mainly aimed at the motive of lodging tourists. Through the analysis of customer preferences, positioning, more accurate prediction of customer preferences, for the later operation of new stores to provide data basis, such as: customer group positioning problem. From the perspective of the operator, the author uses the business management knowledge learned during the MBA course, scientific use of research methods, after analyzing the theory of residential problems. More focus on the long-term development of residential and investment feasibility, combined with the operation and management process of the first residential substantive store practice in recent months, on the basis of preliminary verification of the feasibility of residential entrepreneurship. This paper probes into the scale and brand of the development of residential accommodation in the concept of the Republic of China, thus creating a fine city in Nanjing's tourist accommodation market.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592;F719.2

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