基于价值链的经济型酒店商业模式研究

发布时间：2018-08-06 09:35

【摘要】：中国经济型酒店起步晚于欧美国家,但是发展速度很快,如今已走向成熟,成为酒店业的新生力量。但与此同时,也面临着许多问题。经济型酒店不仅受到国外经济型酒店的冲击,国内星级酒店和社会旅馆也使得酒店市场竞争不断加剧;经济型酒店的经营管理跟不上扩张的速度,造成产品同质化严重,缺乏竞争优势;面对消费群体的多样性,单一的产品已无法满足消费者多层次的需求;酒店租金上涨、利润下滑、高成本,造成绝大多数经济型酒店亏损严重,这意味着现有的商业模式已经不适合市场需要,迫使经济型酒店设计或选择新的商业模式。论文首先界定了经济型酒店、商业模式的内涵,明晰了价值链理论、企业生命周期理论和商业模式画布理论;其次,从经济型酒店发展概况、战略模式和盈利模式三个方面对经济型酒店商业模式的现状进行深入分析,总结出目前经济型酒店商业模式存在价值主张、成本结构、收入模型、核心资源与关键合作的商业模式构成要素方面的问题;再次,分析了从价值链视角研究商业模式的必要性和优势,对经济型酒店的价值链进行了设计重构,包括基本价值链、延伸价值链、拓展价值链、虚拟价值链和价值网,分别找出不同类型价值链的价值增值环节,使之成为商业模式分类的依据,并根据商业模式画布理论分析了经济型酒店商业模式的构成板块,根据商业模式构成板块的不同组合,构建了三种基于价值链的经济型酒店商业模式,分别是聚核型商业模式、延展型商业模式和竞合型商业模式,并详细分析了每种模式的内容、优缺点、适用条件和演进模型;最后,以布丁酒店和7天连锁酒店为例,根据企业生命周期的特点,验证成功酒店在不同的生命周期内选择了不同的商业模式,并根据其经验,对三种模式提出建设性的实施策略。
[Abstract]:Economic hotels in China started later than those in Europe and America, but the speed of development is fast, and now they have matured and become a new force in the hotel industry. But at the same time, it also faces many problems. Economic hotels are not only impacted by foreign economy hotels, but also by domestic star-rated hotels and social hotels, which make the competition of hotel market become more and more intense. The operation and management of economic hotels can not keep up with the speed of expansion, resulting in serious homogenization of products. Lack of competitive advantage; faced with the diversity of consumer groups, a single product can no longer meet the multi-level needs of consumers; hotel rent increases, profits decline, high costs, resulting in the vast majority of economic hotel losses. This means that existing business models are no longer suitable for market demand, forcing budget hotels to design or choose new business models. Firstly, the paper defines the connotation of economic hotel and business model, clarifies the theory of value chain, the theory of enterprise life cycle and the theory of canvas of business model. This paper analyzes the present situation of economic hotel business model from three aspects: strategic model and profit model, and summarizes the value proposition, cost structure, income model of economic hotel business model. Thirdly, it analyzes the necessity and advantage of studying the business model from the perspective of value chain, designs and reconstructs the value chain of economy hotel, including the basic value chain. Extend the value chain, expand the value chain, virtual value chain and value net, find out the value added links of different types of value chain, make it become the basis for the classification of business model, According to the theory of business model canvas, this paper analyzes the building blocks of economic hotel business model. According to the different combination of business model, it constructs three kinds of economic hotel business model based on value chain. The extended business model and competing business model are analyzed in detail, and the contents, advantages and disadvantages, applicable conditions and evolution model of each model are analyzed in detail. Finally, taking pudding hotel and 7-day hotel chain as an example, according to the characteristics of enterprise life cycle, It is verified that successful hotels choose different business models in different life cycles and propose constructive implementation strategies for the three models according to their experiences.
【学位授予单位】：哈尔滨商业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.2

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