基于利基战略的饭店产品定制化研究-旅游管理专业论文.docxVIP

新}工大芋倒士芋位论又 新}工大芋倒士芋位论又 基十利基战略的饭店严品定制化研冤 摘 要 y581 78哇 定制化在工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，对定制化的理论迸行细致的剖析，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簏。 关键词：定制化 利基 利基营销 饭店产品定制化 未经作者、导师目意 勿垒文公布 旦兰至兰竺三兰堡堡兰 旦兰至兰竺三兰堡堡兰 至±型量堂坚堕塑堕芏些里型些型塾 Abstract Customization is all appealing concept which has been applied to product manufacturing successfully worldwide．This study starts with an explanation of the customization concept，analyses its essential ideas from the perspective of market segmentation，and discusses the definitions of standardization，individuation and customization．Comparing the differences between manufactured product and hotel product，the study finds OUt that the theory of customization Can be well applied tO hotel management． Through questionnaire survey，in—depth interviews，and case analysis，the thesis studies the development process of hotel product customization．Results of data analysis support research finding that customer demands for hotel products and services are varied widely and that hotel product may be segmented according tO market segmentation，Based on all analysis of the current conditions of the hotel business and diversified customer demand for hotel products，the thesis brings forward that hotels should implement niche marketing strategy and take measures on customizing hotel product SO as to help build up core competences for filrther development． On the basis of above analysis，the thesis provides a systematic approach of hotel niche market selection，and probes into the support system of hotel product customization，which comprises the follow