上海市高星级酒店市场结构—行为—绩效（SCP）研究

发布时间：2018-03-05 06:05

本文选题：上海　切入点：高星级酒店　出处：《复旦大学》2012年硕士论文　论文类型：学位论文

【摘要】：近十几年来,随着上海市旅游业的蓬勃发展,高星级酒店业也迎来了迅速发展的黄金时期,其数量从1999年的27家增加到2009年的96家。为了发现上海市高星级酒店业的市场运行规律,并为行业中的潜在进入者、酒店经营者和营销人员做出正确决策提供理论依据,本文从产业组织理论出发,运用SCP框架对上海市高星级酒店业的市场结构、市场行为和市场绩效以及三者间相互影响和作用关系进行了研究。本文共有七个章节的内容,第一章主要介绍了论文的选题背景、主要的研究内容与方法,并对相关概念进行了界定。第二章回顾了目前关于上海市高星级酒店业的研究成果,并对国内外酒店业结构、行为、绩效研究进行了梳理和总结。第二部分共四章,是本文的核心内容,由第三章到第六章组成。第三章对上海市高星级酒店业近十年的经营概况进行分析和总结,对高星级酒店的空间分布特征进行了描述。第四章主要探讨了目前上海市高星级酒店业的市场结构特征,包括对市场集中度的衡量、产品差异化、进入与退出壁垒的分析。研究发现,目前上海市高星级酒店业的市场集中度较低,产品差异化主要来源于品牌的差异化,有较高的区位优势和品牌效应作为进入壁垒,同时资本的专用性、沉没成本是主要的退出壁垒。第五章分析了上海市高星级酒店业的价格行为、集团化行为与广告行为,并与经济型酒店的市场行为进行对比,发现目前高星级酒店主要采用目标收益定价法、心理定价和顾客感知定价法。五星级酒店的市场集团化程度高,区域集聚现象明显。四星级酒店集团化程度偏低,国外知名的酒店集团拥有较强的品牌和市场力量,而单体酒店竞争力较弱。市场上缺乏有效的广告与营销活动。第六章主要研究上海市高星级酒店的旅游收入贡献率、GDP贡献率、客房出租率及客房平均收益的情况,探索上海市高星级酒店的市场经营效果。第三部分基于全文的讨论,总结了上海市高星级酒店业的市场结构、行为和绩效特征,分析其相互影响和制约关系,并提出未来高星级酒店业可能出现的市场行为和发展模式。
[Abstract]:In the past decade or so, with the booming development of tourism in Shanghai, the high-star hotel industry has also ushered in a golden period of rapid development. The number of hotels has increased from 27 in 1999 to 96 in 2009. In order to find out the market operation rules of Shanghai's high-star hotel industry and to provide theoretical basis for potential entrants in the industry, hotel operators and marketers make correct decisions. Based on the theory of industrial organization, this paper studies the market structure, market behavior and market performance of Shanghai high-star hotel industry by using SCP framework. There are seven chapters in this paper. The first chapter mainly introduces the background of the thesis, the main research contents and methods, and defines the related concepts. Chapter two reviews the current research results of Shanghai high-star hotel industry. And the domestic and foreign hotel industry structure, behavior, performance research has been combed and summarized. The second part consists of four chapters, which is the core content of this paper, which consists of chapters three to 6th. Chapter three analyzes and summarizes the general situation of Shanghai high star hotel industry in the past ten years. This paper describes the spatial distribution characteristics of high-star hotels. Chapter 4th mainly discusses the market structure characteristics of Shanghai high-star hotel industry, including the measurement of market concentration, product differentiation, The analysis of entry and exit barriers shows that the market concentration of high star hotel industry in Shanghai is low at present, the product differentiation mainly comes from brand differentiation, which has higher location advantage and brand effect as entry barrier. At the same time, capital specificity, sunk cost is the main barrier to exit. Chapter 5th analyzes the price behavior, collectivization behavior and advertising behavior of Shanghai's high-star hotel industry, and compares them with the market behavior of economy-type hotels. It is found that the current high-star hotels mainly adopt the method of target income pricing. Psychological pricing and customer perception pricing. Five-star hotels have a high degree of market collectivization, regional agglomeration is obvious, four-star hotels have a low degree of collectivization, and foreign well-known hotel groups have strong brand and market power. However, the competitiveness of individual hotels is weak. There is a lack of effective advertising and marketing activities in the market. Chapter 6th mainly studies the contribution rate of tourism income and the contribution rate of GDP, the occupancy rate and the average income of guest rooms of high-star hotels in Shanghai. Explore the market management effect of Shanghai high star hotel. The third part summarizes the market structure, behavior and performance characteristics of Shanghai high-star hotel industry, and analyzes the relationship between them. And put forward the future high-star hotel industry may appear in the market behavior and development model.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F719

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