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论文编号：	1851
作者编号：	1120060707
上传时间：	2009/12/23 9:15:50
中文题目：	基于顾客价值创新的主题饭店竞争优势形成机理研究
英文题目：	Formation Mechanism of the Competition Advantage of the Themed Hotel Based on Customer Value Innovation
指导老师：	齐善鸿
中文关键字：	主题饭店；顾客价值创新；竞争优势
英文关键字：	Themed Hotel；Customer Value Innovation；Competition Advantage
中文摘要：	在饭店激烈竞争的市场背景之下，在文化日益彰显力量的国际趋势下，作为一种较新的特殊饭店类型，主题饭店近年来受到了业界的密切关注。同时，伴随着主题饭店在市场上的摸索式发展，相关理论成果的需求变得越来越突出。然而，作为一个较新的研究领域，目前国内外的相关研究并不足以为实践提供有效的服务。正是在这样一个理论匮乏与实践急需共存的现实背景之下，本论文选择了主题饭店作为研究对象，将主题饭店目前的最紧迫问题——竞争优势的形成机理——作为研究内容。同时，从目前饭店企业的竞争困境中不难发现，饭店不可能彻底摆脱竞争，饭店需要不断地创造新的顾客价值去驾驭竞争，同质化的顾客价值成为饭店企业陷入竞争困境的根本原因。饭店企业要想在竞争中持续占据优势地位，就需要创造差异化的顾客价值，而且不能满足于某种价值要素的低度差异，需要根据顾客对饭店价值的认知规律创造涉及更多认知环节的高差异度的顾客价值，增加竞争者模仿的难度。因此，本论文将主题饭店的存在根本——顾客价值创新——作为研究的切入点，充分借鉴了国内外现有的研究成果，在对主题饭店的内涵进行归纳和辨析的基础上，构建并详细论述了主题饭店竞争优势的形成的理论模型，并以成都京川宾馆为例对该模型进行了实证说明。 首先，围绕着三个关键词“主题饭店”、“顾客价值创新”、“竞争优势”对国内外相关文献进行了回顾和梳理，为整个研究的开展奠定了理论基础。 其次，在充分挖掘“主题”内涵的基础上，从品牌建设的角度对主题饭店内涵进行了界定：从主题的选择上来说，主题是成熟的独立的文化概念，该主题独立于主题饭店之外，有着成体系且专署于该主题的文化元素；从主题饭店的形式和内容上来说，主题饭店是主题元素与饭店功能要素的融合，而且融合的方式尊重主题本身的内涵；从结果，即顾客体验来说，主题饭店不仅在保障顾客获得饭店基本功能的过程中让顾客感受到主题文化的氛围，而且使顾客在基本功能之外对主题的文化内涵与相关知识有了进一步的了解，使顾客价值在精神价值层次上得到提升。“主题饭店”的明确界定不仅有助于厘清主题饭店与文化主题饭店、特色饭店、精品饭店等概念的关系，而且为后续研究的开展创造了条件。 接着，在对国外主题饭店的典型代表——拉斯维加斯的主题饭店——和国内主题饭店代表——成都的主题饭店——进行典型案例比较与分析的基础上，归纳和提炼出了形成主题饭店竞争优势的关键要素：主题饭店对主题的价值诉求；主题本身的异质性；表现为主题与饭店融合程度的主题开发能力，建构了主题饭店竞争优势形成的静态模型。同时，根据主题饭店竞争优势在时间范围内和在空间范围内的动态变化情况建构了主题饭店竞争优势形成的动态模型。 然后，分别对主题饭店竞争优势形成的静态模型和动态模型进行了系统的理论分析，探讨了模型中相关要素对竞争优势的影响：在静态模型中分别分析了主题饭店的价值诉求、主题的文化根基和市场背景、主题与饭店四种融合方式对竞争优势的影响；在动态模型中分别分析了竞争优势的纵向层级演进、以增值员工利益和以增值社会利益为中间变量的竞争优势的横向延伸。 最后，依据本研究中形成的主题饭店竞争优势形成模型，对成都京川宾馆——中国第一家在国家授牌和证书中，明确写有“文化主题”字样的主题饭店——的竞争优势现状进行了分析，并针对京川宾馆发展的轻重缓急，提出了三个战略性的建议，由急到缓依次是：锻造饭店的主题精神、培育饭店的主题人才、夯实饭店的主题硬件。
英文摘要：	As the competition among hotels is strengthening and the power of cultural is becoming more and more prominent, themed hotel has being paid close attention by hoteliers. Themed hotel is such a new type of hotel for Chinese hoteliers that research achievements of themed hotel are needed instantly. However, the research for themed hotel is also still young, which is not enough to serve practice. Therefore, the dissertation chooses themed hotel as the research object and formation mechanism of competition advantage which is a crying problem for themed hotel as the research contents hoping to resolve the conflict between practice and theory in themed hotel field to some extant. It is obvious that getting rid of competition for hotels is impossible and producing the homogenized customer value is the root cause of the competition dilemma. So it is the best way for acquiring competition advantage to create different customer values from other hoteliers, not just the differences in the same kind of customer values, but also the differences in variety of customer values which are hard to be copied by competitors. Therefore, the dissertation chooses customer value innovation as the breakthrough point of the research. Based on using the research achievement of themed hotel at home and abroad, the dissertation explores the connotation of themed hotel as a scientific concept. After that, the dissertation develops and analyses the competition advantage formation model of themed hotel, and takes Jingchuan Hotel as an example to explain the application of the model. Firstly, a review of available literature on the subjects of themed hotel, customer value innovation, competition advantage is developed, which indentifies potential relationships of the key concepts and develops the alternative research project. Secondly, based on the connotation of “theme”, the dissertation explores the connotation of themed hotel from the perspective of brand building. On the side of the theme of themed hotel, the theme needs to be an independent cultural concept, which is independent of themed hotel and has cultural elements in its own right. On the side of the formal and content of themed hotel, the theme elements and functional factors of hotels are hydride together, which should respect the connotation of the theme. On the side of customer experience, customers not only feel the cultural atmosphere of the special theme outside of the hotel function, but also learn more about the knowledge of the special theme from a themed hotel, so that the themed hotel improves the customers’ spiritual values. The definition of themed hotel is helpful to distinguish themed hotels from cultural themed hotels, special hotels, and boutique hotels. Obviously this part creates the necessary condition to build the formation mechanism of themed hotels’ competition advantage. Thirdly, key factors of forming the competition advantage of a themed hotel are generalized on the basis of the comparative study of themed hotels in Lasvegas, which are the representative of western themed hotels, and themed hotels in Chengdu, which are the representative of Chinese themed hotels. The key factors include expected customer value by using the theme, heterogeneity of the theme, integration degree of theme and hotel, which stand for development ability. After that, the static model of competition advantage of themed hotel is built. Meanwhile, the dynamic model of competition advantage of themed hotel is developed since the changes in the bounds of time and space. Fourthly, the static model and the dynamic model are respectively analyzed systematically, and the influences of factors in two models on competition advantage are researched. Finally, the competition advantage status of Jingchuan Hotel, the first themed hotel qualified by CNTA, is analyzed, according to the competition advantage formation model of themed hotel. And then, three strategic suggestions are put forward. The order of more emergent suggestion is building up the Jingchuan Hotel’s spirit referring to the theme, cultivating the talents in the theme, enhancing the hardware facilities related to the theme.
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