【摘要】： 中國的飯店業(yè)經(jīng)歷了對PMS全無認識到PMS已然成為飯店管理的重要工具的階段。如今的中國飯店市場上擁有富達、思博等國際知名PMS供應商和廣州萬迅、西軟科技、中軟好泰等國內知名供應商,已經(jīng)形成了PMS品牌之間的競爭。由營銷理論可知,品牌認知與品牌忠誠之間存在著緊密的聯(lián)系,而品牌忠誠將會影響消費者的消費行為,因此對PMS的品牌認知進行研究就顯得非常重要。本文的研究分為6章展開。 第1章,導論。詳細介紹論文的選題原因,對研究問題進行界定,進而介紹本文的研究價值、研究思路、研究方法和創(chuàng)新之處。第2章,文獻回顧。對國內外有關PMS研究的文獻進行搜集整理,了解現(xiàn)有文獻對PMS研究的側重方面,并就研究現(xiàn)狀進行述評。第3章,品牌認知的理論基礎。在文獻回顧的基礎上對認知及其研究范式,品牌及品牌的價值規(guī)定,品牌認知的概念,品牌認知理論進行介紹和解釋,在此基礎上提出本文的研究假設。第4章,中國飯店市場PMS品牌認知的實證研究。作為論文研究的主體內容,將采用問卷調查和訪談兩種實證研究方法,借助上一章的理論基礎,解釋中國飯店市場對PMS的品牌認知現(xiàn)狀。用品牌認知梯度分布解釋主要PMS品牌的認知現(xiàn)狀,構建PMS品牌認知的Graveyard模型,探索滿意品牌、第一記憶品牌和正在使用品牌之間的關系。通過品牌滿意度調查,為下一章分析PMS品牌認知的影響因素的基礎。訪談研究將集中探討影響PMS品牌認知的因素,以及提升品牌認知的對策。第5章,提升PMS品牌認知的對策建議。以實證研究為基礎,解釋影響PMS品牌認知的因素,并進一步嘗試提出提升PMS品牌認知的對策建議。第6章研究結論與展望。對論文的研究結論進行歸納,提出論文研究的不足之處,以及對相關研究的未來展望。
[Abstract]:The hotel industry in China has gone through a stage in which PMS has become an important tool for hotel management without any recognition of PMS. At present, the Chinese hotel market has Fidelity, Sibo and other international well-known PMS suppliers and Guangzhou Wanshun, Western soft Technology, soft Pacific and other domestic well-known suppliers, has formed a competition between the PMS brand. From the marketing theory, there is a close relationship between brand awareness and brand loyalty, and brand loyalty will affect consumer consumption behavior, so it is very important to study the brand cognition of PMS. This paper is divided into six chapters. Chapter 1, introduction. This paper introduces the reason of selecting the topic, defines the research problems, and then introduces the research value, research ideas, research methods and innovations of this paper. Chapter 2, literature review. This paper collects and arranges the literatures about PMS research at home and abroad, understands the emphasis of the existing literatures on PMS research, and reviews the current research situation. Chapter 3, the theoretical basis of brand cognition. On the basis of literature review, this paper introduces and explains the cognition and its research paradigm, the value regulation of brand and brand, the concept of brand cognition and the theory of brand cognition, and then puts forward the research hypotheses of this paper. Chapter 4: an empirical study of PMS brand cognition in Chinese hotel market. As the main content of the thesis, we will use questionnaire and interview to explain the current situation of brand cognition of PMS in Chinese hotel market with the help of the theoretical basis of the previous chapter. The cognitive status of the main PMS brands is explained by brand cognitive gradient distribution, and the Graveyard model of PMS brand cognition is constructed to explore the relationship between the satisfied brand, the first memory brand and the brand in use. Through the brand satisfaction survey, the next chapter analyzes the influencing factors of PMS brand cognition. The interview study will focus on the factors that affect PMS brand cognition and the countermeasures to enhance brand cognition. Chapter 5, the countermeasures and suggestions to improve PMS brand cognition. Based on the empirical research, this paper explains the factors that affect the brand cognition of PMS, and further tries to put forward the countermeasures and suggestions to enhance the brand cognition of PMS. Chapter 6: conclusion and prospect. The conclusion of the paper is summarized, the deficiency of the thesis is put forward, and the future of the related research is prospected.
【學位授予單位】：北京第二外國語學院
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2;F719

【引證文獻】

相關碩士學位論文 前4條

1 王曉昀;廣告代言人對消費者的品牌認知影響研究[D];天津財經(jīng)大學;2011年

2 蔡秋綿;基于SNS虛擬社區(qū)的互動對消費者品牌認知的影響研究[D];南京理工大學;2012年

3 楊瑩;云南旅行社品牌認知研究[D];云南大學;2012年

4 劉珂呈;濕地公園品牌認知、品牌形象與游客游后行為意向的關系研究[D];浙江大學;2012年

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本文編號：2263559