经济型酒店的品牌生态位适宜度研究

发布时间：2018-11-10 11:34

【摘要】：近年来,我国的经济保持了很高的增长水平,国民收入也有了很大提升。随着国民物质和精神生活水平的提高,以及商务活动活跃程度的增强,人们的生活和消费观念及传统的出游观念也随之改变。经济型酒店应运而生,在国民中的受欢迎程度日益攀升,发展优势日趋明显。面对国外大型经济型酒店不断进驻我国市场,行业竞争更加激烈,品牌建设的重要性逐渐凸显,因此,如何正视并优化自身品牌生态位成为经济型酒店长足发展的首要选择。本文从品牌生态学的视角,围绕我本土经济型酒店的发展现状,对四家我国本土上市经济型酒店的品牌生态位适宜度进行了详细的评价和分析。本文在总结及论证学者研究的基础上,构建了经济型酒店品牌生态位适宜度评价指标体系,从品牌生存能力、品牌扩张能力、品牌营销能力及品牌财务能力四个主要维度对经济型酒店品牌生态位状况及适宜度优劣进行评价。选取我国本土经济型酒店中已上市的四家为样本,通过层次分析法确定各指标权重,进行了实证分析。通过测评各家经济型洒店品牌生态位适宜度的得分确定该品牌生态位状况及适宜度高低,最终提出经济型酒店品牌生态位适宜度的提升策略,为我国经济型酒店品牌的建设及发展提供有价值的建议。通过案例研究,分析了我国经济型酒店品牌生态位适宜度状况,认为我国经济型洒店品可从增强品牌生存能力、提高市场占有率,整合营销手段、促进品牌传播,提升财务能力、实现资本良性增值三个方面,优化其品牌生态位,使我国各经济型洒店在明确自身品牌生态位状况的基础上增强危机意识,积极寻找有效途径,引导其采取有效的生态位优化策略来更好地实现竞争,进而实现国内经济型酒店自身品牌的可持续发展。
[Abstract]:In recent years, China's economy has maintained a high level of growth, national income has also been greatly improved. With the improvement of national material and spiritual life level and the increase of business activity, people's concept of life and consumption and traditional concept of traveling have also changed. Economy hotel emerges as the times require, the popularity of the people is rising day by day, the advantage of development is becoming more and more obvious. In the face of the foreign large-scale economic hotels constantly entering the market in our country, the industry competition is more intense, and the importance of brand construction is gradually prominent. Therefore, how to face up to and optimize their own brand niche has become the first choice for the rapid development of economic hotels. From the perspective of brand ecology, this paper makes a detailed evaluation and analysis on the niche suitability of four local listed economic hotels in China. On the basis of summing up and proving the research of scholars, this paper constructs the evaluation index system of niche suitability of economic hotel brand, which is based on brand survival ability and brand expansion ability. Four main dimensions of brand marketing ability and brand financial ability are used to evaluate the niche status and suitability of economic hotel brand. This paper selects the four listed local economy hotels as samples, determines the weight of each index by AHP, and makes an empirical analysis. The niche status and suitability of economic hotel brand are determined by evaluating the score of brand niche suitability of economic hotel. Finally, the promotion strategy of economic hotel brand niche suitability is put forward. To provide valuable suggestions for the construction and development of economic hotel brand in China. Through the case study, this paper analyzes the niche suitability of the economic hotel brand in China, and thinks that the economic hotel brand in our country can enhance the survival ability of the brand, increase the market share, integrate the marketing means, and promote the brand communication. In order to improve the financial ability, realize the benign capital appreciation, optimize its brand niche, make every economic shop strengthen its crisis consciousness on the basis of defining its own brand niche status, and actively seek effective ways. To guide them to adopt effective niche optimization strategy to achieve better competition, and then to achieve the sustainable development of domestic economic hotel brand.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F719

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