基于利基战略的饭店产品定制化的研究.doc

基于利基战略的饭店产品定制化昕究 摘要 定制化在士业领域的成功有目共睹。本文从定制化的核心概念阐释入手， 层层深入，从市场细分规模的角度，对定制化的理论进行细致的剖析?对饭店 业有关标准化、个性化和定制化的概念做出基于市场细分理论的界定。对比饭 店产品和工业产品的差异，本文详细分析定制化与饭店业的契合点，通过理论 和实践两个方面论述饭店产品定制化的可行性。 在对我国目前饭店业发展现状和顾客需求的把握的基础上，本文提出饭店 业发展定制化即基于利基战略的饭店产品定制化的思路。这一战略的实施是我 国饭店业必经的发展阶段，是饭店企业获取核心竞争力的战略手段、饭店产业 健康发展的有力保证。 实证研究中，本文首先通过调查、访谈和案例分析对定制化的发展方向有 了一个客观的了解，通过顾客信息的统计分析，证明目前饭店业顾客需求多样 化的论点，为观点的提出提供有力的市场论证支持，同时运用统计分析为饭店 企业提供一个科学而有效的选择饭店利基市场的管理学方法。 此外，本文探讨了饭店产品定制化实施的支持系统，对该系统中四个实现 饭店产品定制化的基石:市场、产品与品牌、组织结构与企业文化、信息系统 和高科技以及人力资源的阐述，将有效的保证饭店产品定制化的顺利实施。 关键词:定制化 利基 利基营销 饭店产品定制化 . 未经作者、与李:珩同意 勿全文公布 81ru.?字呗士字但陆又; 基于利基战略的饭店产品定市 化材|究 Abstract ， Customization ís an appealing concept which has been applied to product manufacturing successfully worldwide.ηlìS study st缸ts with an explanatíon of the customìzation concept，analyses its essential ideas from 也eperspective of market segmentatíon，and discusses the definitions of standardization.，individuation and customization. Comparing the differences between manufactured product and hotel product，the study finds out 由at the theory of customization can be weIl applied to hotel managemellt. Through questionnaire survey，in-depth interviews，aìld case ana1ysís，the thesis studies the development process of hoteI product cusíomization. Results of data analysis suppo口 research findirtg that customer demands for hotel products J，nd services 缸e varied widely and that hotel product may be segmented according to maI挝t segment剧011. Based on an analysis of the current conditions of the hotel busirtess and diversified custolner demand for hoteI products，the thesìs brings forward that hotels shou1d implement niche marketing strategy and take measures on customízing hotel product so as to help build up core competences for further development. On the basis of above analysis，the thesis provides a systematic appx;oach of hotel niche market sele.ction，and probes ìnto the