基于價值鏈的經濟型酒店商業(yè)模式研究
發(fā)布時間：2018-08-06 09:35
【摘要】：中國經濟型酒店起步晚于歐美國家,但是發(fā)展速度很快,如今已走向成熟,成為酒店業(yè)的新生力量。但與此同時,也面臨著許多問題。經濟型酒店不僅受到國外經濟型酒店的沖擊,國內星級酒店和社會旅館也使得酒店市場競爭不斷加劇;經濟型酒店的經營管理跟不上擴張的速度,造成產品同質化嚴重,缺乏競爭優(yōu)勢;面對消費群體的多樣性,單一的產品已無法滿足消費者多層次的需求;酒店租金上漲、利潤下滑、高成本,造成絕大多數經濟型酒店虧損嚴重,這意味著現(xiàn)有的商業(yè)模式已經不適合市場需要,迫使經濟型酒店設計或選擇新的商業(yè)模式。論文首先界定了經濟型酒店、商業(yè)模式的內涵,明晰了價值鏈理論、企業(yè)生命周期理論和商業(yè)模式畫布理論;其次,從經濟型酒店發(fā)展概況、戰(zhàn)略模式和盈利模式三個方面對經濟型酒店商業(yè)模式的現(xiàn)狀進行深入分析,總結出目前經濟型酒店商業(yè)模式存在價值主張、成本結構、收入模型、核心資源與關鍵合作的商業(yè)模式構成要素方面的問題;再次,分析了從價值鏈視角研究商業(yè)模式的必要性和優(yōu)勢,對經濟型酒店的價值鏈進行了設計重構,包括基本價值鏈、延伸價值鏈、拓展價值鏈、虛擬價值鏈和價值網,分別找出不同類型價值鏈的價值增值環(huán)節(jié),使之成為商業(yè)模式分類的依據,并根據商業(yè)模式畫布理論分析了經濟型酒店商業(yè)模式的構成板塊,根據商業(yè)模式構成板塊的不同組合,構建了三種基于價值鏈的經濟型酒店商業(yè)模式,分別是聚核型商業(yè)模式、延展型商業(yè)模式和競合型商業(yè)模式,并詳細分析了每種模式的內容、優(yōu)缺點、適用條件和演進模型;最后,以布丁酒店和7天連鎖酒店為例,根據企業(yè)生命周期的特點,驗證成功酒店在不同的生命周期內選擇了不同的商業(yè)模式,并根據其經驗,對三種模式提出建設性的實施策略。
[Abstract]:Economic hotels in China started later than those in Europe and America, but the speed of development is fast, and now they have matured and become a new force in the hotel industry. But at the same time, it also faces many problems. Economic hotels are not only impacted by foreign economy hotels, but also by domestic star-rated hotels and social hotels, which make the competition of hotel market become more and more intense. The operation and management of economic hotels can not keep up with the speed of expansion, resulting in serious homogenization of products. Lack of competitive advantage; faced with the diversity of consumer groups, a single product can no longer meet the multi-level needs of consumers; hotel rent increases, profits decline, high costs, resulting in the vast majority of economic hotel losses. This means that existing business models are no longer suitable for market demand, forcing budget hotels to design or choose new business models. Firstly, the paper defines the connotation of economic hotel and business model, clarifies the theory of value chain, the theory of enterprise life cycle and the theory of canvas of business model. This paper analyzes the present situation of economic hotel business model from three aspects: strategic model and profit model, and summarizes the value proposition, cost structure, income model of economic hotel business model. Thirdly, it analyzes the necessity and advantage of studying the business model from the perspective of value chain, designs and reconstructs the value chain of economy hotel, including the basic value chain. Extend the value chain, expand the value chain, virtual value chain and value net, find out the value added links of different types of value chain, make it become the basis for the classification of business model, According to the theory of business model canvas, this paper analyzes the building blocks of economic hotel business model. According to the different combination of business model, it constructs three kinds of economic hotel business model based on value chain. The extended business model and competing business model are analyzed in detail, and the contents, advantages and disadvantages, applicable conditions and evolution model of each model are analyzed in detail. Finally, taking pudding hotel and 7-day hotel chain as an example, according to the characteristics of enterprise life cycle, It is verified that successful hotels choose different business models in different life cycles and propose constructive implementation strategies for the three models according to their experiences.
【學位授予單位】：哈爾濱商業(yè)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F719.2
本文編號：2167318
[Abstract]:Economic hotels in China started later than those in Europe and America, but the speed of development is fast, and now they have matured and become a new force in the hotel industry. But at the same time, it also faces many problems. Economic hotels are not only impacted by foreign economy hotels, but also by domestic star-rated hotels and social hotels, which make the competition of hotel market become more and more intense. The operation and management of economic hotels can not keep up with the speed of expansion, resulting in serious homogenization of products. Lack of competitive advantage; faced with the diversity of consumer groups, a single product can no longer meet the multi-level needs of consumers; hotel rent increases, profits decline, high costs, resulting in the vast majority of economic hotel losses. This means that existing business models are no longer suitable for market demand, forcing budget hotels to design or choose new business models. Firstly, the paper defines the connotation of economic hotel and business model, clarifies the theory of value chain, the theory of enterprise life cycle and the theory of canvas of business model. This paper analyzes the present situation of economic hotel business model from three aspects: strategic model and profit model, and summarizes the value proposition, cost structure, income model of economic hotel business model. Thirdly, it analyzes the necessity and advantage of studying the business model from the perspective of value chain, designs and reconstructs the value chain of economy hotel, including the basic value chain. Extend the value chain, expand the value chain, virtual value chain and value net, find out the value added links of different types of value chain, make it become the basis for the classification of business model, According to the theory of business model canvas, this paper analyzes the building blocks of economic hotel business model. According to the different combination of business model, it constructs three kinds of economic hotel business model based on value chain. The extended business model and competing business model are analyzed in detail, and the contents, advantages and disadvantages, applicable conditions and evolution model of each model are analyzed in detail. Finally, taking pudding hotel and 7-day hotel chain as an example, according to the characteristics of enterprise life cycle, It is verified that successful hotels choose different business models in different life cycles and propose constructive implementation strategies for the three models according to their experiences.
【學位授予單位】：哈爾濱商業(yè)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F719.2
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