国外经济型酒店在华扩张的应对策略研究-国际贸易学专业论文.docx

硕士学位文 硕士学位文 摘要 摘要 随着我国人民生活水平的提高，国内旅游蓬勃发展，中等收入 消费者的数量比重日益增加，原有的星级酒店和社会旅馆占主导地 位的酒店业市场结构，已不能满足人们的需求。经济型酒店就在这 种情况下应运而生。 对经济型酒店日益增长的需求使得国内的经济型酒店快速发展 起来，并且吸引了国外经济型酒店来华投资。在我国的经济型酒店 市场竞争越来越激烈的情况下，国外经济型酒店采取了怎样的策略 来抢占市场并且在未来又可能会采取哪些策略，而我国本土的经济 酒店又应该如何应对，这是非常现实而又迫切需要解决的问题。 本文通过对国外经济型酒店在华扩张的现状分析，并且运用层 次分析法以及模糊评价法对国外经济型酒店在华的扩张优势和扩张 壁垒进行研究，建立了扩张优势和扩张壁垒的二维模型，涉及的三 级指标一共36个，其中扩张优势的指标15个，扩张壁垒的指标21 个。经过模糊评价得出扩张优势和扩张壁垒的总评价值，并且得到 二级指标的单因素评价值，通过对现状分析以及对评价值的分析， 得出国外经济型酒店在华扩张的策略以及我国国内经济型酒店应该 采取的措施。 关键词： 国外经济型酒店，扩张优势，扩张壁垒 ABSTRACTWith ABSTRACT With the improvement of living standard in China,vigorous development of domestic tourism，and the gradual enlargement medium．income consumers’quantity proportion，the original hotel market structure of leading position occupied by star hotels and the social hotels is not able to meet people’S need．In such circumstances economy hotel rose up． 111e growing demand of economy hotels makes the rapid development，of domestic economy hotels，and attracts overse凰s economy hotels’investment in China．In the situation of Chinas economy hotel market competition becoming fiercer and fiercer,what strategies overseas economy hotels have taken、what strategies they will take in the future，and what reactive strategies our domestic economy hotels should take．AIl the questions above are very realistic and urgent to be solved． Through the analysis expanding status quo of overseas economy hotels，and by the mean of AHP and fuzzy evaluation to sudy overseas economy hotels expanding advantages and expanding barriers，this article establishes the expanding advantages and expanding barriers two．dimensional model．There are totally 36 third-level indicators involved,of which are 1 5 indicators of expanding advantages and 2 1 of expanding barriers．After the fuzzy evaluation，this essay gets the total evaluation of expanding advantages and expanding bariiers，and evaluation of second．1evel indicators on single factor．Through the analysis status quo and the evaluation，it gets expanding s