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论文编号：	11350
作者编号：	2320170295
上传时间：	2019/12/12 19:33:25
中文题目：	天津R酒店竞争战略研究
英文题目：	Research on the Competitive Strategy of R Hotel Tianjin
指导老师：	柳茂平
中文关键字：	R酒店 竞争战略 顾客导向 竞争导向 价值链
英文关键字：	Hotel R, Competitive Strategy, Customer Orientation, Competition Orientation, Value Chain
中文摘要：	随着科学技术和社会的快速发展，酒店行业发展受到人们生活方式和科技发展的影响，酒店业的腾飞往往伴随着区域和国家的经济和旅游业的兴起和发展。在中国，酒店业依托国内经济的发展增长势头总体良好。但在一二线城市中，高星级酒店业随着三公消费的管控，竞争对手的快速增加，产品相似程度的提高，面临越来越严峻的激烈竞争局面。在这种情况下，高星级酒店尤其是奢华酒店如何在同质化的酒店市场寻求突破，是中国高端酒店需要认真思考的问题，其必须找到促进高星级酒店业持续增长，获得持久竞争优势的道路。 针对高端酒店业现状，本文选取天津R酒店作为研究对象，运用波特理论结合实际事例的研究方法。首先，本文对核心章节所需要的关于波特产业竞争环境、竞争战略、价值链以及其他竞争战略理论方面进行了理论回顾。紧接着，本文运用波特理论中的一般环境及产业环境理论对R酒店进行外部环境分析，内部环境分析着重历史简介，酒店现有业务，资源及主要存在的问题及挑战进行逐步分析。后面紧接着对酒店行业产业细分矩阵的具体分析，进入波特竞争战略的选择。通过对R酒店进行产品和客户层的进一步分析，最终选定集中差异化作为R酒店的竞争战略。通过战略选择后，本文针对奢华酒店顾客购买标准的识别，进行顾客导向的价值链构建。后续通过顾客购买标准推导出R酒店的顾客价值尤其是稀缺顾客价值，最后根据稀缺顾客价值识别出价值链的关键活动并通过差异化驱动因素进行分析并给出竞争战略措施。 本文通过对R酒店现状的内外环境分析和思考，最终通过价值链重构推导出相应的竞争战略措施，促进R酒店未来的运营和发展。也给类似的高星级酒店制定竞争战略提供了参考和发展方向。此外，本文通过案例进行的酒店顾客导向和竞争导向的竞争战略研究也是一次有意义的探索。
英文摘要：	With the rapid development of society and technology, the development of the hotel industry is influenced by people's way of life. In China, the hotel industry relies on the domestic economic development and growth momentum is generally good. However, in the first and second-tier cities, the high-star hotel industry is faced with more and more severe fierce competition with the control of public consumption, rapid increase of competitors and the improvement of product similarity. How to seek a breakthrough in the homogenized competition for high-star hotels is a problem that high-star hotels need to seriously consider. They must find a way to promote the sustained growth of high-star hotels and obtain lasting competitive advantages. In view of the current situation of high-star hotel industry, this thesis selected R hotel in Tianjin as the research object and applied porter's theory to combine with practical cases. Firstly, this thesis reviews the competitive environment, competitive strategy, value chain of porter’s and other competitive strategy theories, which are needed in the core chapters. Then, this thesis applies the general environment and industrial environment theory of porter's theory to analyze the external environment of R hotel. The internal environment analysis focuses on the brief history, the hotel's existing business, resources and main existing problems and challenges. Followed by the hotel industry segmentation matrix specific analysis, enter the porter competition strategy choice. Through further analysis of R hotel's product and customers segment, the final choice of concentrated differentiation as R hotel's competitive strategy. After strategic selection, this thesis establishes a customer-oriented value chain based on the identification of customer purchase standards in high-star hotels. Subsequently, customer value, especially scarce customer value, is derived from customer purchase criteria of R hotel. Finally, key activities of the value chain are identified according to the value of scarce customer, and competitive strategic measures are proposed through analysis of differentiation drivers. This thesis analyzes and considers about the internal and external environment of R hotel, and finally deduces the corresponding competitive strategy measures through the reconstruction of the value chain, so as to promote the operation and development of R hotel in the future. It also provides reference and development direction for similar high-star hotels to develop competitive strategies. In addition, the case study of hotel customer-oriented and competition-oriented competition strategy is also a meaningful exploration.
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