本文選題：高星級(jí)酒店　切入點(diǎn)：顧客價(jià)值　出處：《安徽大學(xué)》2013年碩士論文

【摘要】：隨著中國(guó)旅游業(yè)的發(fā)展,作為旅游業(yè)三大支柱的飯店業(yè)得到了快速發(fā)展,根據(jù)2012年1月中國(guó)飯店業(yè)協(xié)會(huì)公布的數(shù)據(jù),在過去3年全國(guó)星級(jí)酒店數(shù)量整體年均增長(zhǎng)率為6%,而五星級(jí)酒店數(shù)量的年均增長(zhǎng)率超過15%,據(jù)邁點(diǎn)旅游研究院統(tǒng)計(jì)的數(shù)據(jù)顯示,2012年第四季度開業(yè)的三星級(jí)以上(含3星)酒店中,五星級(jí)酒店數(shù)占總開業(yè)數(shù)近80%,占據(jù)主導(dǎo)地位,這也反映出高星級(jí)酒店已成為酒店業(yè)發(fā)展的重點(diǎn)和投資的熱點(diǎn)。隨著合肥經(jīng)濟(jì)水平的發(fā)展,企業(yè)商務(wù)活動(dòng)頻繁,合肥高星級(jí)酒店擁有巨大的市場(chǎng),但隨著希爾頓、威斯汀、豪生、皇冠假日等國(guó)際酒店品牌和世紀(jì)金源、開元、金陵、凱萊等國(guó)內(nèi)酒店品牌的進(jìn)入,酒店間的競(jìng)爭(zhēng)日益激烈,因而如何提升自身的競(jìng)爭(zhēng)力,如何獲取更多的市場(chǎng)份額,這些是眾多高星級(jí)酒店考慮的問題。縱觀國(guó)內(nèi)外研究企業(yè)競(jìng)爭(zhēng)力的理論很多,例如,價(jià)值鏈管理、企業(yè)文化等,但這些從企業(yè)內(nèi)部角度出發(fā)探索企業(yè)的競(jìng)爭(zhēng)力,隨著市場(chǎng)環(huán)境的變化,學(xué)者和企業(yè)關(guān)注的角度也開始轉(zhuǎn)向顧客,也因如此,客戶價(jià)值已成為理論界和企業(yè)界共同關(guān)注的焦點(diǎn),被視為競(jìng)爭(zhēng)優(yōu)勢(shì)的新來源,如何利用顧客價(jià)值理論提升高星級(jí)飯店的競(jìng)爭(zhēng)力具有重要的研究意義。 本文以合肥高星級(jí)酒店(本文中高星級(jí)飯店包括通過星級(jí)評(píng)定或未通過星級(jí)評(píng)定的四星級(jí)和五星級(jí)飯店)的發(fā)展現(xiàn)狀為現(xiàn)實(shí)背景,以顧客價(jià)值理論為切入點(diǎn),在國(guó)內(nèi)外學(xué)者關(guān)于顧客價(jià)值研究成果的基礎(chǔ)上,進(jìn)一步構(gòu)建飯店業(yè)的顧客價(jià)值發(fā)展模型,并以合肥鵬遠(yuǎn)凱萊大酒店為例進(jìn)行具體的案例分析,最后提出一些相關(guān)性措施。希望本文的研究為合肥高星級(jí)飯店開展顧客價(jià)值管理提供借鑒,促進(jìn)合肥高星級(jí)飯店可持續(xù)健康地發(fā)展。本文主要分為六個(gè)部分： 第一部分,引言部分,主要包括本課題的研究背景、研究意義、研究方法和框架圖以及論文的創(chuàng)新點(diǎn)等內(nèi)容的介紹。 第二部分,介紹國(guó)內(nèi)外研究綜述,主要包括顧客價(jià)值理論和企業(yè)競(jìng)爭(zhēng)力研究進(jìn)展。對(duì)顧客價(jià)值理論和企業(yè)競(jìng)爭(zhēng)力內(nèi)涵界定和特征的探討;對(duì)現(xiàn)有的顧客價(jià)值理論和企業(yè)競(jìng)爭(zhēng)力理論進(jìn)行梳理和總結(jié)。 第三部分,首先簡(jiǎn)要說明高星級(jí)飯店的定義和特征,再分析合肥高星級(jí)飯店的發(fā)展現(xiàn)狀,現(xiàn)狀包括了合肥飯店業(yè),旅游業(yè)和高星級(jí)飯店與旅游業(yè)相互促進(jìn)的關(guān)系,最后分析合肥高星級(jí)飯店發(fā)展中存在的問題,也為合肥高星級(jí)飯店發(fā)展對(duì)策提供依據(jù)。 第四部分,基于顧客價(jià)值理論分析合肥高星級(jí)飯店競(jìng)爭(zhēng)力提升模式。包括分析顧客價(jià)值與飯店競(jìng)爭(zhēng)力的關(guān)系和顧客價(jià)值流程圖。 第五部分,結(jié)合合肥高星級(jí)飯店自身的特征,提出合肥高星級(jí)競(jìng)爭(zhēng)力提升的一些具體措施。 第六部分,以合肥鵬遠(yuǎn)凱萊大酒店為例,進(jìn)行案例分析,介紹酒店顧客價(jià)值現(xiàn)狀,發(fā)展酒店顧客價(jià)值的薄弱環(huán)節(jié),從而提出相關(guān)性的意見。 第七部分,結(jié)論與展望,對(duì)全文進(jìn)行簡(jiǎn)短的總結(jié),并對(duì)于將來相關(guān)性研究提出展望。 本文主要研究結(jié)論如下： 第一、合肥旅游業(yè)發(fā)展迅速,特別是新區(qū)域的調(diào)整為合肥旅游業(yè)的發(fā)展提供良好的機(jī)遇。在旅游業(yè)發(fā)展勢(shì)頭良好的背景下,合肥高星級(jí)飯店發(fā)展速度快、規(guī)模大,特別是國(guó)際酒店品牌的進(jìn)入,進(jìn)一步提升合肥高星級(jí)飯店的形象和品質(zhì)。 第二、合肥高星級(jí)飯店發(fā)展存在客源來源單一、惡性競(jìng)爭(zhēng)激烈,高星低價(jià)普遍存在、產(chǎn)品服務(wù)同質(zhì)化嚴(yán)重等問題。 第三、分析顧客價(jià)值與飯店競(jìng)爭(zhēng)力的關(guān)系,提出顧客價(jià)值流程圖,構(gòu)建顧客價(jià)值模型。 第四、以案例的形式,分析合肥高星級(jí)飯店顧客價(jià)值維度,包括：服務(wù)質(zhì)量、情境價(jià)值、情感價(jià)值、社會(huì)價(jià)值、地理位置、認(rèn)識(shí)價(jià)值、貨幣成本和非貨幣成本。 最后、根據(jù)合肥高星級(jí)飯店競(jìng)爭(zhēng)現(xiàn)狀,提出培育以顧客價(jià)值為中心的企業(yè)文化、建立以顧客價(jià)值為導(dǎo)向的團(tuán)隊(duì)組織和發(fā)展個(gè)性化服務(wù),建立顧客價(jià)值的管理體系等措施。
[Abstract]:With the development of China tourism industry, tourism industry as the three pillars of the hotel industry has been rapid development, according to the January 2012 China hotel industry association data released in the past 3 years the number of the hotel overall annual growth rate of 6%, while the number of five star hotel of an average annual growth rate of more than 15%, according to a statistics of tourism research data show that the fourth quarter of 2012 opened the three-star hotel (including 3), five star hotel opened in the total number of nearly 80%, occupy the dominant position, it also reflects the high star hotel has become a hot focus of investment and the development of the hotel industry. With the rapid development of Hefei economy, business frequent activities, Hefei high star hotel has a huge market, but with Hilton, Wenstin, Howard Johnson, Crowne Plaza International Hotel Brand and Jin Yuan century, Kaiyuan, Jinling, Kailai entered the domestic hotel brand, Hotel competition is becoming more intense, so how to enhance their own competitiveness, how to obtain more market share, these are many high star hotels consider. Study on the competitiveness of enterprises at home and abroad many theories, for example, value chain management, enterprise culture and so on, but these enterprises from the internal perspective to explore the competitiveness of enterprises, with the the change of market environment, scholars and the angle of the enterprise also began to customers, but also because of this, has become the common concern of academia and business customer value, is seen as a new source of competitive advantage, how to use the theory of customer value has important significance to enhance the competitiveness of high star hotels.
This paper takes Hefei high star hotel (five-star hotel in this paper including by star rating or not by the four star rating and five star hotel) development status as the background, based on customer value theory as the breakthrough point, scholars at home and abroad based on the results of the study on customer value, customer value development model to further build the hotel industry, and the Hefei Kolam Gloria Plaza Hotel as a case, the author puts forward some related measures. This study hope to provide reference for high star hotels in Hefei to carry out customer value management, promotion of high star hotels in Hefei sustainable development. This paper is divided into six parts:
The first part, the introduction part, mainly includes the background of the research, the significance of the research, the research methods and the framework and the innovation of the paper.
The second part introduces the research summary at home and abroad, including customer value theory and the research progress of enterprise competitiveness. The definition and characteristics of customer value theory and enterprise competitiveness are discussed, and the existing customer value theory and enterprise competitiveness theory are summarized and summarized.
The third part begins with a brief description of the definition and characteristics of high star hotels, and then analyses the status quo of the development of Hefei high star hotels, including the present situation of hotel industry in Hefei, the relationship between tourism and high star hotels and tourism to promote each other, finally analyzes the existence and development of Hefei high star hotels in the problem, but also provides the basis for the development of Hefei the high star hotel.
The fourth part, based on the theory of customer value, analyzes the competitiveness promotion mode of Hefei high star hotels, including the analysis of the relationship between customer value and hotel competitiveness, and the customer value flow chart.
The fifth part, combined with the characteristics of high star hotels in Hefei, put forward some specific measures to improve the high star - Star competitiveness of Hefei.
The sixth part, taking Hefei Kolam Gloria Plaza Hotel as an example, makes a case analysis, introduces the current situation of hotel customer value, and develops the weak links of customer value of hotels, so as to put forward relevant opinions.
The seventh part, the conclusion and the prospect, a brief summary of the full text, and the future relevance of the prospect of research.
The main conclusions of this paper are as follows:
First, the development of Hefei tourism industry rapidly, especially to provide good new opportunities for the adjustment of areas for the development of tourism in Hefei. A good momentum of development in the tourism industry, the development speed of Hefei high star hotels, large scale, especially in the international hotel brand, to further enhance the image of high star hotels in Hefei and quality.
Second, there are many problems in the development of high star hotels in Hefei, such as the single source of the source, the fierce competition, the widespread existence of high star low price, the serious homogeneity of the product service and so on.
Third, the relationship between customer value and hotel competitiveness is analyzed, customer value flow chart is put forward, and customer value model is built.
Fourth, we analyze the customer value dimensions of Hefei high star hotels in the form of cases, including service quality, situational value, emotional value, social value, geographical location, recognition value, monetary cost and non monetary cost.
Finally, according to the current competitive situation of Hefei high star hotels, we put forward measures to cultivate corporate culture centered on customer value, set up customer value oriented team organization and develop personalized service, and establish management system of customer value.

【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F719

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