中国饭店市场PMS的品牌认知研究
发布时间：2018-10-11 08:43
【摘要】： 中国的饭店业经历了对PMS全无认识到PMS已然成为饭店管理的重要工具的阶段。如今的中国饭店市场上拥有富达、思博等国际知名PMS供应商和广州万迅、西软科技、中软好泰等国内知名供应商,已经形成了PMS品牌之间的竞争。由营销理论可知,品牌认知与品牌忠诚之间存在着紧密的联系,而品牌忠诚将会影响消费者的消费行为,因此对PMS的品牌认知进行研究就显得非常重要。本文的研究分为6章展开。 第1章,导论。详细介绍论文的选题原因,对研究问题进行界定,进而介绍本文的研究价值、研究思路、研究方法和创新之处。第2章,文献回顾。对国内外有关PMS研究的文献进行搜集整理,了解现有文献对PMS研究的侧重方面,并就研究现状进行述评。第3章,品牌认知的理论基础。在文献回顾的基础上对认知及其研究范式,品牌及品牌的价值规定,品牌认知的概念,品牌认知理论进行介绍和解释,在此基础上提出本文的研究假设。第4章,中国饭店市场PMS品牌认知的实证研究。作为论文研究的主体内容,将采用问卷调查和访谈两种实证研究方法,借助上一章的理论基础,解释中国饭店市场对PMS的品牌认知现状。用品牌认知梯度分布解释主要PMS品牌的认知现状,构建PMS品牌认知的Graveyard模型,探索满意品牌、第一记忆品牌和正在使用品牌之间的关系。通过品牌满意度调查,为下一章分析PMS品牌认知的影响因素的基础。访谈研究将集中探讨影响PMS品牌认知的因素,以及提升品牌认知的对策。第5章,提升PMS品牌认知的对策建议。以实证研究为基础,解释影响PMS品牌认知的因素,并进一步尝试提出提升PMS品牌认知的对策建议。第6章研究结论与展望。对论文的研究结论进行归纳,提出论文研究的不足之处,以及对相关研究的未来展望。
[Abstract]:The hotel industry in China has gone through a stage in which PMS has become an important tool for hotel management without any recognition of PMS. At present, the Chinese hotel market has Fidelity, Sibo and other international well-known PMS suppliers and Guangzhou Wanshun, Western soft Technology, soft Pacific and other domestic well-known suppliers, has formed a competition between the PMS brand. From the marketing theory, there is a close relationship between brand awareness and brand loyalty, and brand loyalty will affect consumer consumption behavior, so it is very important to study the brand cognition of PMS. This paper is divided into six chapters. Chapter 1, introduction. This paper introduces the reason of selecting the topic, defines the research problems, and then introduces the research value, research ideas, research methods and innovations of this paper. Chapter 2, literature review. This paper collects and arranges the literatures about PMS research at home and abroad, understands the emphasis of the existing literatures on PMS research, and reviews the current research situation. Chapter 3, the theoretical basis of brand cognition. On the basis of literature review, this paper introduces and explains the cognition and its research paradigm, the value regulation of brand and brand, the concept of brand cognition and the theory of brand cognition, and then puts forward the research hypotheses of this paper. Chapter 4: an empirical study of PMS brand cognition in Chinese hotel market. As the main content of the thesis, we will use questionnaire and interview to explain the current situation of brand cognition of PMS in Chinese hotel market with the help of the theoretical basis of the previous chapter. The cognitive status of the main PMS brands is explained by brand cognitive gradient distribution, and the Graveyard model of PMS brand cognition is constructed to explore the relationship between the satisfied brand, the first memory brand and the brand in use. Through the brand satisfaction survey, the next chapter analyzes the influencing factors of PMS brand cognition. The interview study will focus on the factors that affect PMS brand cognition and the countermeasures to enhance brand cognition. Chapter 5, the countermeasures and suggestions to improve PMS brand cognition. Based on the empirical research, this paper explains the factors that affect the brand cognition of PMS, and further tries to put forward the countermeasures and suggestions to enhance the brand cognition of PMS. Chapter 6: conclusion and prospect. The conclusion of the paper is summarized, the deficiency of the thesis is put forward, and the future of the related research is prospected.
【学位授予单位】：北京第二外国语学院
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F719
本文编号：2263559
[Abstract]:The hotel industry in China has gone through a stage in which PMS has become an important tool for hotel management without any recognition of PMS. At present, the Chinese hotel market has Fidelity, Sibo and other international well-known PMS suppliers and Guangzhou Wanshun, Western soft Technology, soft Pacific and other domestic well-known suppliers, has formed a competition between the PMS brand. From the marketing theory, there is a close relationship between brand awareness and brand loyalty, and brand loyalty will affect consumer consumption behavior, so it is very important to study the brand cognition of PMS. This paper is divided into six chapters. Chapter 1, introduction. This paper introduces the reason of selecting the topic, defines the research problems, and then introduces the research value, research ideas, research methods and innovations of this paper. Chapter 2, literature review. This paper collects and arranges the literatures about PMS research at home and abroad, understands the emphasis of the existing literatures on PMS research, and reviews the current research situation. Chapter 3, the theoretical basis of brand cognition. On the basis of literature review, this paper introduces and explains the cognition and its research paradigm, the value regulation of brand and brand, the concept of brand cognition and the theory of brand cognition, and then puts forward the research hypotheses of this paper. Chapter 4: an empirical study of PMS brand cognition in Chinese hotel market. As the main content of the thesis, we will use questionnaire and interview to explain the current situation of brand cognition of PMS in Chinese hotel market with the help of the theoretical basis of the previous chapter. The cognitive status of the main PMS brands is explained by brand cognitive gradient distribution, and the Graveyard model of PMS brand cognition is constructed to explore the relationship between the satisfied brand, the first memory brand and the brand in use. Through the brand satisfaction survey, the next chapter analyzes the influencing factors of PMS brand cognition. The interview study will focus on the factors that affect PMS brand cognition and the countermeasures to enhance brand cognition. Chapter 5, the countermeasures and suggestions to improve PMS brand cognition. Based on the empirical research, this paper explains the factors that affect the brand cognition of PMS, and further tries to put forward the countermeasures and suggestions to enhance the brand cognition of PMS. Chapter 6: conclusion and prospect. The conclusion of the paper is summarized, the deficiency of the thesis is put forward, and the future of the related research is prospected.
【学位授予单位】：北京第二外国语学院
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F719
【引证文献】
相关硕士学位论文 前4条
1 王晓昀;广告代言人对消费者的品牌认知影响研究[D];天津财经大学;2011年
2 蔡秋绵;基于SNS虚拟社区的互动对消费者品牌认知的影响研究[D];南京理工大学;2012年
3 杨莹;云南旅行社品牌认知研究[D];云南大学;2012年
4 刘珂呈;湿地公园品牌认知、品牌形象与游客游后行为意向的关系研究[D];浙江大学;2012年
，本文编号：2263559
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