消费者对经济型酒店品牌偏好的研究

发布时间：2018-03-21 19:37

本文选题：经济型酒店　切入点：消费者品牌偏好　出处：《中南大学》2009年硕士论文　论文类型：学位论文

【摘要】： 中国经济持续的高速增长,使旅游、商务带动的酒店业市场得到了蓬勃的发展,其中经济型酒店在中国有着巨大的市场潜力。虽然近几年经济型酒店呈高速发展的趋势,但是各品牌的发展不均衡,实力的悬殊,都预示着各经济型酒店品牌的重整势在必行。由于酒店业属于服务行业,因此经济型酒店品牌的竞争力体现在消费者对其是否偏好,因此酒店需要追求一种能引起消费者持续偏好的消费感受,保持高水平的客房入住率。本文通过对经济型酒店入住消费者进行深度访谈和问卷调查,来探索研究经济型酒店消费者品牌偏好的动因。从品牌管理的角度,对影响消费者品牌偏好的23个因素进行因子分析,得到了经济型酒店消费者偏好的7大品牌因素,即品牌形象、品牌质量、功能优势、品质基础、附加价值、品牌体验和品牌个性。在因子分析的基础上,本文根据消费者对品牌各因素偏好程度的不同,对经济型酒店消费者进行聚类分析,得到5类品牌偏好不同的消费群体,通过多独立样本非参数检验,证实了这5类消费群体之间,在经济型酒店品牌偏好、消费者特征和消费行为上都存在显著差异,从而提出了经济型酒店重建市场边界的品牌定位途径,即根据消费者对品牌各因素偏好程度的不同,对消费者进行市场细分,识别不同消费群体的偏好特点,选择适合的消费群体作为目标市场,并根据目标消费者的偏好特点,制定品牌管理策略,塑造消费者所偏好的酒店品牌,获得较高的消费者品牌忠诚度,保持稳定的市场份额。
[Abstract]:The sustained rapid growth of the Chinese economy has made the tourist and business-led hotel market flourish, among which economy hotels have great market potential in China. Although in recent years, economic hotels have shown a trend of rapid development. However, the uneven development of each brand and the disparity in strength indicate that it is imperative to restructure the economic hotel brand. As the hotel industry belongs to the service industry, the competitiveness of the economic hotel brand is reflected in whether consumers prefer it or not. Therefore, the hotel needs to pursue a kind of consumption feeling that can arouse consumer's constant preference, maintain high guest room occupancy rate. Through in-depth interview and questionnaire survey, this paper explores the motivation of consumer brand preference in economy hotel. From the perspective of brand management, Based on the factor analysis of 23 factors influencing consumer's brand preference, seven brand factors, namely brand image, brand quality, functional advantage, quality basis, added value, are obtained. Brand experience and brand personality. Based on factor analysis, according to the different degree of consumer preference to brand factors, this paper makes cluster analysis on the consumers of economic hotels, and obtains five different consumer groups with different brand preferences. Through multi-independent sample non-parametric test, it is proved that there are significant differences in brand preference, consumer characteristics and consumer behavior among the five consumer groups. Thus, the paper puts forward the brand positioning approach of reconstructing the market boundary of economic hotels, that is, according to the different degree of consumers' preference to brand factors, the consumers are divided into market segments and the characteristics of different consumer groups' preferences are identified. Choose the suitable consumer group as the target market, and according to the target consumer's preference characteristic, formulate the brand management strategy, mold the hotel brand which the consumer prefers, obtain the higher consumer brand loyalty, maintain the stable market share.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F719

【引证文献】