联系我们

论文查询结果	返回搜索

论文编号：	3834
作者编号：	2120092709
上传时间：	2011/11/28 16:08:37
中文题目：	利顺德大厦酒店式公寓竞争战略研究
英文题目：	The Research of Astor Plaza Hotel Apartment Competitive Strategy
指导老师：	周建 教授
中文关键字：	酒店式公寓;顾客价值;服务质量;竞争优势
英文关键字：	hotel apartment;customer value;service quality;competitive advantage
中文摘要：	好的战略就是要为企业带来持续的竞争优势。纵观当今时代，无论各行各业都在深入研究消费者的心理和多样化的需求。为了赢得顾客的青睐而不断地完善产品功能，提升服务质量，加速更新换代，以获得并保持企业自身的竞争优势，从而赚取更多的利润。另一方面，同行业之间的竞争不断升级，价格上互相厮杀，客源上你争我抢，传统的营销模式难以适应新的形势要求。在这种背景下，如何选择符合企业特质的竞争战略，“以顾客为中心”开展各项经营活动，成为维系各个企业生存发展的关键环节和管控重点。酒店式公寓起源于欧洲，1994年开始引入我国，意为“酒店式服务”和“公寓式管理”。直至2000年酒店式公寓在天津出现，从崭露头角到繁荣发展，短短十几年间就发生了翻天覆地的变化。从起步阶段的单纯出租型到快速发展时期的产权型和出租型并存，彻底地改变了经营模式和人们的认识。这种融合了酒店服务和公寓管理的新形式，由于其具备了“自用”和“投资”的两大特点，不仅满足了顾客个性化的需求，提供了私密性的生活空间，成为拥有独特客源市场的新兴产业，而且延伸扩展了旅游饭店产品形式，突破了行业边界跨入商业地产板块，吸引了众多房地产商的关注和投资者的青睐。本文将以利顺德大厦为例，研究天津星级酒店服务公寓的竞争战略。通过对利顺德大厦外部环境与内部资源的整合分析，结合星级酒店服务公寓的产品特殊性，运用顾客价值、服务质量、竞争优势和战略管理等相关理论，从市场定位、特色营销、顾客满意和优质服务等方面入手，讨论其竞争战略的选择和实施，从而获得持续的竞争优势，跻身行业前列。在此，希望本文能够抛砖引玉，为推动天津旅游产业的发展做出贡献。同时，也企盼更多高端的酒店式公寓能够从中受益，在祖国大地上繁花似锦。
英文摘要：	Good strategy is to bring continued competitive advantage to enterprises. Nowadays, every industry is researching psychologies and demands of customers. To win customers, enterprises that to acquire or keep their own competitive advantages and to earn more profits improve functions of products, enhance quality of service and update products. However, competes between industries progressively escalate, such as, price wars and customer source fighting. Traditional running way cannot suit the need of new situation. In this background, how to choose the competitive strategy that suits the demand of enterprise, such as “customer focus” activities, has become the key link and control point. Hotel apartment that means “hotel service” and “apartment management” originated from Europe and entered into China in 1994. Until 2000, hotel apartment which has changed a lot and developed prosper during ten years appeared in Tianjin. Hotel apartment that developed from original step, only rent, to ripe step, property right with rent, has changed operation model and cognation of people completely. With advantages of “self use” and “investment”, such new model that mixes hotel service and apartment management, has not only met individualities of customers but also provided privacy living place to customers. Hotel apartment that invest price lower than that of hotel obviously has extended the content of tourism hotel industry and become new industry that owns unique customer source market and abstracted amount of investors. In this thesis, I will use Astor Plaza as model to research competitive strategies of hotel apartments in Tianjin. I discussed how to choose and carry out competitive strategies, to acquire continued competitive advantages and to ascend top range of hotel apartments from analyzing integration of outside environment and inside sources of Astor Plaza, combining specialty of hotel apartment products, and using theories of value of customer, service quality, competitive advantages and strategic management, and from market orient, special marketing, customer satisfy and quality service. At the end, I hope this thesis can make contributions to Tianjin tourism industry development and more and more high-quality hotel apartments will appear all over China.
查看全文：	预览  下载(下载需要进行登录)