本文選題：上海　切入點(diǎn)：高星級(jí)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(jí)酒店業(yè)也迎來了迅速發(fā)展的黃金時(shí)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(jí)酒店業(yè)的市場(chǎng)運(yùn)行規(guī)律,并為行業(yè)中的潛在進(jìn)入者、酒店經(jīng)營(yíng)者和營(yíng)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(yùn)用SCP框架對(duì)上海市高星級(jí)酒店業(yè)的市場(chǎng)結(jié)構(gòu)、市場(chǎng)行為和市場(chǎng)績(jī)效以及三者間相互影響和作用關(guān)系進(jìn)行了研究。 本文共有七個(gè)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?jī)?nèi)容與方法,并對(duì)相關(guān)概念進(jìn)行了界定。第二章回顧了目前關(guān)于上海市高星級(jí)酒店業(yè)的研究成果,并對(duì)國(guó)內(nèi)外酒店業(yè)結(jié)構(gòu)、行為、績(jī)效研究進(jìn)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(duì)上海市高星級(jí)酒店業(yè)近十年的經(jīng)營(yíng)概況進(jìn)行分析和總結(jié),對(duì)高星級(jí)酒店的空間分布特征進(jìn)行了描述。第四章主要探討了目前上海市高星級(jí)酒店業(yè)的市場(chǎng)結(jié)構(gòu)特征,包括對(duì)市場(chǎng)集中度的衡量、產(chǎn)品差異化、進(jìn)入與退出壁壘的分析。研究發(fā)現(xiàn),目前上海市高星級(jí)酒店業(yè)的市場(chǎng)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(shì)和品牌效應(yīng)作為進(jìn)入壁壘,同時(shí)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(jí)酒店業(yè)的價(jià)格行為、集團(tuán)化行為與廣告行為,并與經(jīng)濟(jì)型酒店的市場(chǎng)行為進(jìn)行對(duì)比,發(fā)現(xiàn)目前高星級(jí)酒店主要采用目標(biāo)收益定價(jià)法、心理定價(jià)和顧客感知定價(jià)法。五星級(jí)酒店的市場(chǎng)集團(tuán)化程度高,區(qū)域集聚現(xiàn)象明顯。四星級(jí)酒店集團(tuán)化程度偏低,國(guó)外知名的酒店集團(tuán)擁有較強(qiáng)的品牌和市場(chǎng)力量,而單體酒店競(jìng)爭(zhēng)力較弱。市場(chǎng)上缺乏有效的廣告與營(yíng)銷活動(dòng)。第六章主要研究上海市高星級(jí)酒店的旅游收入貢獻(xiàn)率、GDP貢獻(xiàn)率、客房出租率及客房平均收益的情況,探索上海市高星級(jí)酒店的市場(chǎng)經(jīng)營(yíng)效果。 第三部分基于全文的討論,總結(jié)了上海市高星級(jí)酒店業(yè)的市場(chǎng)結(jié)構(gòu)、行為和績(jī)效特征,分析其相互影響和制約關(guān)系,并提出未來高星級(jí)酒店業(yè)可能出現(xiàn)的市場(chǎng)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(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F719

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