基于顾客价值理论的合肥高星级饭店竞争力提升研究

发布时间：2018-04-05 20:14

本文选题：高星级酒店　切入点：顾客价值　出处：《安徽大学》2013年硕士论文

【摘要】：随着中国旅游业的发展,作为旅游业三大支柱的饭店业得到了快速发展,根据2012年1月中国饭店业协会公布的数据,在过去3年全国星级酒店数量整体年均增长率为6%,而五星级酒店数量的年均增长率超过15%,据迈点旅游研究院统计的数据显示,2012年第四季度开业的三星级以上(含3星)酒店中,五星级酒店数占总开业数近80%,占据主导地位,这也反映出高星级酒店已成为酒店业发展的重点和投资的热点。随着合肥经济水平的发展,企业商务活动频繁,合肥高星级酒店拥有巨大的市场,但随着希尔顿、威斯汀、豪生、皇冠假日等国际酒店品牌和世纪金源、开元、金陵、凯莱等国内酒店品牌的进入,酒店间的竞争日益激烈,因而如何提升自身的竞争力,如何获取更多的市场份额,这些是众多高星级酒店考虑的问题。纵观国内外研究企业竞争力的理论很多,例如,价值链管理、企业文化等,但这些从企业内部角度出发探索企业的竞争力,随着市场环境的变化,学者和企业关注的角度也开始转向顾客,也因如此,客户价值已成为理论界和企业界共同关注的焦点,被视为竞争优势的新来源,如何利用顾客价值理论提升高星级饭店的竞争力具有重要的研究意义。本文以合肥高星级酒店(本文中高星级饭店包括通过星级评定或未通过星级评定的四星级和五星级饭店)的发展现状为现实背景,以顾客价值理论为切入点,在国内外学者关于顾客价值研究成果的基础上,进一步构建饭店业的顾客价值发展模型,并以合肥鹏远凯莱大酒店为例进行具体的案例分析,最后提出一些相关性措施。希望本文的研究为合肥高星级饭店开展顾客价值管理提供借鉴,促进合肥高星级饭店可持续健康地发展。本文主要分为六个部分：第一部分,引言部分,主要包括本课题的研究背景、研究意义、研究方法和框架图以及论文的创新点等内容的介绍。第二部分,介绍国内外研究综述,主要包括顾客价值理论和企业竞争力研究进展。对顾客价值理论和企业竞争力内涵界定和特征的探讨;对现有的顾客价值理论和企业竞争力理论进行梳理和总结。第三部分,首先简要说明高星级饭店的定义和特征,再分析合肥高星级饭店的发展现状,现状包括了合肥饭店业,旅游业和高星级饭店与旅游业相互促进的关系,最后分析合肥高星级饭店发展中存在的问题,也为合肥高星级饭店发展对策提供依据。第四部分,基于顾客价值理论分析合肥高星级饭店竞争力提升模式。包括分析顾客价值与饭店竞争力的关系和顾客价值流程图。第五部分,结合合肥高星级饭店自身的特征,提出合肥高星级竞争力提升的一些具体措施。第六部分,以合肥鹏远凯莱大酒店为例,进行案例分析,介绍酒店顾客价值现状,发展酒店顾客价值的薄弱环节,从而提出相关性的意见。第七部分,结论与展望,对全文进行简短的总结,并对于将来相关性研究提出展望。本文主要研究结论如下：第一、合肥旅游业发展迅速,特别是新区域的调整为合肥旅游业的发展提供良好的机遇。在旅游业发展势头良好的背景下,合肥高星级饭店发展速度快、规模大,特别是国际酒店品牌的进入,进一步提升合肥高星级饭店的形象和品质。第二、合肥高星级饭店发展存在客源来源单一、恶性竞争激烈,高星低价普遍存在、产品服务同质化严重等问题。第三、分析顾客价值与饭店竞争力的关系,提出顾客价值流程图,构建顾客价值模型。第四、以案例的形式,分析合肥高星级饭店顾客价值维度,包括：服务质量、情境价值、情感价值、社会价值、地理位置、认识价值、货币成本和非货币成本。最后、根据合肥高星级饭店竞争现状,提出培育以顾客价值为中心的企业文化、建立以顾客价值为导向的团队组织和发展个性化服务,建立顾客价值的管理体系等措施。
[Abstract]:With the development of China tourism industry, tourism industry as the three pillars of the hotel industry has been rapid development, according to the January 2012 China hotel industry association data released in the past 3 years the number of the hotel overall annual growth rate of 6%, while the number of five star hotel of an average annual growth rate of more than 15%, according to a statistics of tourism research data show that the fourth quarter of 2012 opened the three-star hotel (including 3), five star hotel opened in the total number of nearly 80%, occupy the dominant position, it also reflects the high star hotel has become a hot focus of investment and the development of the hotel industry. With the rapid development of Hefei economy, business frequent activities, Hefei high star hotel has a huge market, but with Hilton, Wenstin, Howard Johnson, Crowne Plaza International Hotel Brand and Jin Yuan century, Kaiyuan, Jinling, Kailai entered the domestic hotel brand, Hotel competition is becoming more intense, so how to enhance their own competitiveness, how to obtain more market share, these are many high star hotels consider. Study on the competitiveness of enterprises at home and abroad many theories, for example, value chain management, enterprise culture and so on, but these enterprises from the internal perspective to explore the competitiveness of enterprises, with the the change of market environment, scholars and the angle of the enterprise also began to customers, but also because of this, has become the common concern of academia and business customer value, is seen as a new source of competitive advantage, how to use the theory of customer value has important significance to enhance the competitiveness of high star hotels.
This paper takes Hefei high star hotel (five-star hotel in this paper including by star rating or not by the four star rating and five star hotel) development status as the background, based on customer value theory as the breakthrough point, scholars at home and abroad based on the results of the study on customer value, customer value development model to further build the hotel industry, and the Hefei Kolam Gloria Plaza Hotel as a case, the author puts forward some related measures. This study hope to provide reference for high star hotels in Hefei to carry out customer value management, promotion of high star hotels in Hefei sustainable development. This paper is divided into six parts:
The first part, the introduction part, mainly includes the background of the research, the significance of the research, the research methods and the framework and the innovation of the paper.
The second part introduces the research summary at home and abroad, including customer value theory and the research progress of enterprise competitiveness. The definition and characteristics of customer value theory and enterprise competitiveness are discussed, and the existing customer value theory and enterprise competitiveness theory are summarized and summarized.
The third part begins with a brief description of the definition and characteristics of high star hotels, and then analyses the status quo of the development of Hefei high star hotels, including the present situation of hotel industry in Hefei, the relationship between tourism and high star hotels and tourism to promote each other, finally analyzes the existence and development of Hefei high star hotels in the problem, but also provides the basis for the development of Hefei the high star hotel.
The fourth part, based on the theory of customer value, analyzes the competitiveness promotion mode of Hefei high star hotels, including the analysis of the relationship between customer value and hotel competitiveness, and the customer value flow chart.
The fifth part, combined with the characteristics of high star hotels in Hefei, put forward some specific measures to improve the high star - Star competitiveness of Hefei.
The sixth part, taking Hefei Kolam Gloria Plaza Hotel as an example, makes a case analysis, introduces the current situation of hotel customer value, and develops the weak links of customer value of hotels, so as to put forward relevant opinions.
The seventh part, the conclusion and the prospect, a brief summary of the full text, and the future relevance of the prospect of research.
The main conclusions of this paper are as follows:
First, the development of Hefei tourism industry rapidly, especially to provide good new opportunities for the adjustment of areas for the development of tourism in Hefei. A good momentum of development in the tourism industry, the development speed of Hefei high star hotels, large scale, especially in the international hotel brand, to further enhance the image of high star hotels in Hefei and quality.
Second, there are many problems in the development of high star hotels in Hefei, such as the single source of the source, the fierce competition, the widespread existence of high star low price, the serious homogeneity of the product service and so on.
Third, the relationship between customer value and hotel competitiveness is analyzed, customer value flow chart is put forward, and customer value model is built.
Fourth, we analyze the customer value dimensions of Hefei high star hotels in the form of cases, including service quality, situational value, emotional value, social value, geographical location, recognition value, monetary cost and non monetary cost.
Finally, according to the current competitive situation of Hefei high star hotels, we put forward measures to cultivate corporate culture centered on customer value, set up customer value oriented team organization and develop personalized service, and establish management system of customer value.

【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F719

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