本文選題：經濟型酒店　切入點：消費者品牌偏好　出處：《中南大學》2009年碩士論文　論文類型：學位論文

【摘要】： 中國經濟持續(xù)的高速增長,使旅游、商務帶動的酒店業(yè)市場得到了蓬勃的發(fā)展,其中經濟型酒店在中國有著巨大的市場潛力。雖然近幾年經濟型酒店呈高速發(fā)展的趨勢,但是各品牌的發(fā)展不均衡,實力的懸殊,都預示著各經濟型酒店品牌的重整勢在必行。由于酒店業(yè)屬于服務行業(yè),因此經濟型酒店品牌的競爭力體現(xiàn)在消費者對其是否偏好,因此酒店需要追求一種能引起消費者持續(xù)偏好的消費感受,保持高水平的客房入住率。 本文通過對經濟型酒店入住消費者進行深度訪談和問卷調查,來探索研究經濟型酒店消費者品牌偏好的動因。從品牌管理的角度,對影響消費者品牌偏好的23個因素進行因子分析,得到了經濟型酒店消費者偏好的7大品牌因素,即品牌形象、品牌質量、功能優(yōu)勢、品質基礎、附加價值、品牌體驗和品牌個性。在因子分析的基礎上,本文根據(jù)消費者對品牌各因素偏好程度的不同,對經濟型酒店消費者進行聚類分析,得到5類品牌偏好不同的消費群體,通過多獨立樣本非參數(shù)檢驗,證實了這5類消費群體之間,在經濟型酒店品牌偏好、消費者特征和消費行為上都存在顯著差異,從而提出了經濟型酒店重建市場邊界的品牌定位途徑,即根據(jù)消費者對品牌各因素偏好程度的不同,對消費者進行市場細分,識別不同消費群體的偏好特點,選擇適合的消費群體作為目標市場,并根據(jù)目標消費者的偏好特點,制定品牌管理策略,塑造消費者所偏好的酒店品牌,獲得較高的消費者品牌忠誠度,保持穩(wěn)定的市場份額。
[Abstract]:The sustained rapid growth of the Chinese economy has made the tourist and business-led hotel market flourish, among which economy hotels have great market potential in China. Although in recent years, economic hotels have shown a trend of rapid development. However, the uneven development of each brand and the disparity in strength indicate that it is imperative to restructure the economic hotel brand. As the hotel industry belongs to the service industry, the competitiveness of the economic hotel brand is reflected in whether consumers prefer it or not. Therefore, the hotel needs to pursue a kind of consumption feeling that can arouse consumer's constant preference, maintain high guest room occupancy rate. Through in-depth interview and questionnaire survey, this paper explores the motivation of consumer brand preference in economy hotel. From the perspective of brand management, Based on the factor analysis of 23 factors influencing consumer's brand preference, seven brand factors, namely brand image, brand quality, functional advantage, quality basis, added value, are obtained. Brand experience and brand personality. Based on factor analysis, according to the different degree of consumer preference to brand factors, this paper makes cluster analysis on the consumers of economic hotels, and obtains five different consumer groups with different brand preferences. Through multi-independent sample non-parametric test, it is proved that there are significant differences in brand preference, consumer characteristics and consumer behavior among the five consumer groups. Thus, the paper puts forward the brand positioning approach of reconstructing the market boundary of economic hotels, that is, according to the different degree of consumers' preference to brand factors, the consumers are divided into market segments and the characteristics of different consumer groups' preferences are identified. Choose the suitable consumer group as the target market, and according to the target consumer's preference characteristic, formulate the brand management strategy, mold the hotel brand which the consumer prefers, obtain the higher consumer brand loyalty, maintain the stable market share.
【學位授予單位】：中南大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F719

【引證文獻】

相關碩士學位論文 前1條

1 謝芳;3G手機品牌個性對消費者品牌偏好的影響研究[D];江西財經大學;2012年

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本文編號：1645252