本文選題：上海　切入點：高星級酒店　出處：《復(fù)旦大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：近十幾年來,隨著上海市旅游業(yè)的蓬勃發(fā)展,高星級酒店業(yè)也迎來了迅速發(fā)展的黃金時期,其數(shù)量從1999年的27家增加到2009年的96家。為了發(fā)現(xiàn)上海市高星級酒店業(yè)的市場運行規(guī)律,并為行業(yè)中的潛在進入者、酒店經(jīng)營者和營銷人員做出正確決策提供理論依據(jù),本文從產(chǎn)業(yè)組織理論出發(fā),運用SCP框架對上海市高星級酒店業(yè)的市場結(jié)構(gòu)、市場行為和市場績效以及三者間相互影響和作用關(guān)系進行了研究。 本文共有七個章節(jié)的內(nèi)容,第一章主要介紹了論文的選題背景、主要的研究內(nèi)容與方法,并對相關(guān)概念進行了界定。第二章回顧了目前關(guān)于上海市高星級酒店業(yè)的研究成果,并對國內(nèi)外酒店業(yè)結(jié)構(gòu)、行為、績效研究進行了梳理和總結(jié)。 第二部分共四章,是本文的核心內(nèi)容,由第三章到第六章組成。第三章對上海市高星級酒店業(yè)近十年的經(jīng)營概況進行分析和總結(jié),對高星級酒店的空間分布特征進行了描述。第四章主要探討了目前上海市高星級酒店業(yè)的市場結(jié)構(gòu)特征,包括對市場集中度的衡量、產(chǎn)品差異化、進入與退出壁壘的分析。研究發(fā)現(xiàn),目前上海市高星級酒店業(yè)的市場集中度較低,產(chǎn)品差異化主要來源于品牌的差異化,有較高的區(qū)位優(yōu)勢和品牌效應(yīng)作為進入壁壘,同時資本的專用性、沉沒成本是主要的退出壁壘。 第五章分析了上海市高星級酒店業(yè)的價格行為、集團化行為與廣告行為,并與經(jīng)濟型酒店的市場行為進行對比,發(fā)現(xiàn)目前高星級酒店主要采用目標收益定價法、心理定價和顧客感知定價法。五星級酒店的市場集團化程度高,區(qū)域集聚現(xiàn)象明顯。四星級酒店集團化程度偏低,國外知名的酒店集團擁有較強的品牌和市場力量,而單體酒店競爭力較弱。市場上缺乏有效的廣告與營銷活動。第六章主要研究上海市高星級酒店的旅游收入貢獻率、GDP貢獻率、客房出租率及客房平均收益的情況,探索上海市高星級酒店的市場經(jīng)營效果。 第三部分基于全文的討論,總結(jié)了上海市高星級酒店業(yè)的市場結(jié)構(gòu)、行為和績效特征,分析其相互影響和制約關(guān)系,并提出未來高星級酒店業(yè)可能出現(xiàn)的市場行為和發(fā)展模式。
[Abstract]:In the past decade or so, with the booming development of tourism in Shanghai, the high-star hotel industry has also ushered in a golden period of rapid development. The number of hotels has increased from 27 in 1999 to 96 in 2009. In order to find out the market operation rules of Shanghai's high-star hotel industry and to provide theoretical basis for potential entrants in the industry, hotel operators and marketers make correct decisions. Based on the theory of industrial organization, this paper studies the market structure, market behavior and market performance of Shanghai high-star hotel industry by using SCP framework. There are seven chapters in this paper. The first chapter mainly introduces the background of the thesis, the main research contents and methods, and defines the related concepts. Chapter two reviews the current research results of Shanghai high-star hotel industry. And the domestic and foreign hotel industry structure, behavior, performance research has been combed and summarized. The second part consists of four chapters, which is the core content of this paper, which consists of chapters three to 6th. Chapter three analyzes and summarizes the general situation of Shanghai high star hotel industry in the past ten years. This paper describes the spatial distribution characteristics of high-star hotels. Chapter 4th mainly discusses the market structure characteristics of Shanghai high-star hotel industry, including the measurement of market concentration, product differentiation, The analysis of entry and exit barriers shows that the market concentration of high star hotel industry in Shanghai is low at present, the product differentiation mainly comes from brand differentiation, which has higher location advantage and brand effect as entry barrier. At the same time, capital specificity, sunk cost is the main barrier to exit. Chapter 5th analyzes the price behavior, collectivization behavior and advertising behavior of Shanghai's high-star hotel industry, and compares them with the market behavior of economy-type hotels. It is found that the current high-star hotels mainly adopt the method of target income pricing. Psychological pricing and customer perception pricing. Five-star hotels have a high degree of market collectivization, regional agglomeration is obvious, four-star hotels have a low degree of collectivization, and foreign well-known hotel groups have strong brand and market power. However, the competitiveness of individual hotels is weak. There is a lack of effective advertising and marketing activities in the market. Chapter 6th mainly studies the contribution rate of tourism income and the contribution rate of GDP, the occupancy rate and the average income of guest rooms of high-star hotels in Shanghai. Explore the market management effect of Shanghai high star hotel. The third part summarizes the market structure, behavior and performance characteristics of Shanghai high-star hotel industry, and analyzes the relationship between them. And put forward the future high-star hotel industry may appear in the market behavior and development model.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F719

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