经济型酒店顾客体验探索研究-以如家为例

经济型酒店顾客体验探索研究-以如家为例 摘要:伴随着我国旅游经济的迅速发展,人们出行住宿的机会随之增多。而经济型连锁酒店成为了大多数人出行的最佳选择,不仅环境舒适,而且住宿的价格适中。一定程度上满足了大多数的客户需求。 本文选择了如家酒店作为此次研究
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经济型酒店顾客体验探索研究-以如家为例

摘要:伴随着我国旅游经济的迅速发展,人们出行住宿的机会随之增多。而经济型连锁酒店成为了大多数人出行的最佳选择,不仅环境舒适,而且住宿的价格适中。一定程度上满足了大多数的客户需求。
本文选择了如家酒店作为此次研究的案例,作为国内经济型连锁酒店的第一大品牌,显然选择它作为个案,是很典型的,也是正确的。针对其体验营销进行研究,其中重点研究成熟期内如家的所采用的一系列体验营销策略以及如家在经营过程中所出现的问题。本文采取的是宏观分析法以及态势分析法进行研究的,对整个如家的宏观环境和微观环境进行研究,同时结合体验营销以及相关的一系列理论进行探索,结论如下:
第一,如家的外部环境是稳定的,即使目前经济型酒店行业进入成熟期之后,各方面面临着挑战。外部环境的稳定不仅归功于国家政治的稳定以及国家经济的良好发展,而且,国家对酒店行业有着一定的扶持政策。同时,经济的发展推动着居民的消费。随着国家教育水平的提高,人口的素质也随之提高,人口素质的提高推动着服务行业的发展。尤其是连锁管理行业。这些有利的因素,使得如家的服务营销以及运营能力的优势最大化发挥。在这样的大环境下,同时也是存在着一定的挑战的,比如劳动力成本的上升,一定程度上减少了酒店行业的利润。总而言之,虽然如家也面临着劳动力成本方面的问题,但是,整体来说,这样的大环境是有利于如家的发展的。
第二,在行业分析的过程,显然,如家处于一个竞争激烈,行业步入成熟期的一个外部环境。虽然如家是国内的品牌,有着一定的渠道优势及本土化优势。但是在管理能力方面,国外品牌是占有优势的。如家的消费群体主要以自费旅游者、学生、工薪阶级为主。这些基本都是如家的主要客源。一些低档次的酒店以及旅馆等都是连锁酒店的替代者,他们通过差异化以及品牌定位等措施使得经济型酒店的竞争更加激烈了。另外一方面,经济型酒店的门槛不高,进入是很容易的,加上本身市场潜力是很大的,使得大量的潜在竞争者涌入。竞争更是激烈。
第三,通过swot态势分析法,对如家酒店的优势、劣势、机会和威胁进行了分析,发现了在价格和管理方面是有着很大优势的。而在劣势方面是运营能力有限以及酒店同质化,缺少服务差异化。如家酒店品牌线的延伸即向高端品牌发展,市场需求较多是如家的机会。行业竞争者的增多以及成本的上升是如家的威胁。
第四,对如家的内外部环境进行全面的分析,根据体验营销以及服务营销方面的问题,结合相关的体验营销方面的理论知识,提出对如家有利的策略。
希望通过本次研究,能够为如家的发展提供一些建议,也能为中国的经济连锁酒店业的发展带来一定借鉴的意义。
关键词:如家酒店;体验营销;营销创新;服务差异化

A study of customer experience in Budget Hotel - a case study of Home Inn

Abstract:With the rapid development of China's tourism economy, people travel to increase the chances of accommodation. The economic chain hotel has become the best choice for most people to travel, not only the environment is comfortable, but the accommodation price is moderate. To a certain extent to meet the needs of the majority of customers.
In this paper, the Home Inn as a case study, as the domestic economy chain hotel's first major brand, it is clearly chosen as a case, is very typical, but also correct. In order to study the experience marketing, this paper focuses on the research of a series of experiential marketing strategies in the mature period, as well as the problems in the course of business. This paper is to study the macro analysis and trend analysis, research on the macro environment and micro environment of Home Inn, combined with the experience of marketing and a series of related theories to explore, conclusions are as follows:
First, the external environment such as Home Inn is stable, even after the Econo Hotel industry into the mature period, all aspects are facing challenges. The stability of the external environment is not only due to the stability of the national politics and the good development of the national economy. At the same time, the development of economy promotes the consumption of residents. With the improvement of the national education level, the quality of the population has been improved, and the improvement of population quality has promoted the development of the service industry. In particular, the chain management industry. These favorable factors, such as home service marketing and operational capacity to maximize the advantages of play. In such a big environment, there are also some challenges, such as rising labor costs, to a certain extent, reduce the profits of the hotel industry. In short, although the home is also facing the problem of labor costs, but, on the whole, such a large environment is conducive to the development of the home.
Second, in the process of industry analysis, it is clear that if the Home Inn is in a fierce competition, the industry has entered a mature stage of an external environment. Although the Home Inn is the domestic brand, has a certain channel advantages and localization advantages. However, in terms of management capabilities, foreign brands are dominant. If the main consumer groups at Home Inn to pay their own tourists, students, working class. These are the basic Home Inn as the main source. Some of the low grade hotels and hotels are the replacement of the chain hotels, and they make the competition more intense by means of differentiation and brand positioning. On the other hand, the threshold of the Econo Hotel is not high, it is easy to enter, coupled with its own market potential is very large, so that the influx of a large number of potential competitors. Competition is fierce. 转载请注明来源。原文地址:/html/zhlw/20180110/7412380.html   

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