【摘要】：近年來,我國的經濟保持了很高的增長水平,國民收入也有了很大提升。隨著國民物質和精神生活水平的提高,以及商務活動活躍程度的增強,人們的生活和消費觀念及傳統(tǒng)的出游觀念也隨之改變。經濟型酒店應運而生,在國民中的受歡迎程度日益攀升,發(fā)展優(yōu)勢日趨明顯。面對國外大型經濟型酒店不斷進駐我國市場,行業(yè)競爭更加激烈,品牌建設的重要性逐漸凸顯,因此,如何正視并優(yōu)化自身品牌生態(tài)位成為經濟型酒店長足發(fā)展的首要選擇。本文從品牌生態(tài)學的視角,圍繞我本土經濟型酒店的發(fā)展現(xiàn)狀,對四家我國本土上市經濟型酒店的品牌生態(tài)位適宜度進行了詳細的評價和分析。 本文在總結及論證學者研究的基礎上,構建了經濟型酒店品牌生態(tài)位適宜度評價指標體系,從品牌生存能力、品牌擴張能力、品牌營銷能力及品牌財務能力四個主要維度對經濟型酒店品牌生態(tài)位狀況及適宜度優(yōu)劣進行評價。選取我國本土經濟型酒店中已上市的四家為樣本,通過層次分析法確定各指標權重,進行了實證分析。通過測評各家經濟型灑店品牌生態(tài)位適宜度的得分確定該品牌生態(tài)位狀況及適宜度高低,最終提出經濟型酒店品牌生態(tài)位適宜度的提升策略,為我國經濟型酒店品牌的建設及發(fā)展提供有價值的建議。 通過案例研究,分析了我國經濟型酒店品牌生態(tài)位適宜度狀況,認為我國經濟型灑店品可從增強品牌生存能力、提高市場占有率,整合營銷手段、促進品牌傳播,提升財務能力、實現(xiàn)資本良性增值三個方面,優(yōu)化其品牌生態(tài)位,使我國各經濟型灑店在明確自身品牌生態(tài)位狀況的基礎上增強危機意識,積極尋找有效途徑,引導其采取有效的生態(tài)位優(yōu)化策略來更好地實現(xiàn)競爭,進而實現(xiàn)國內經濟型酒店自身品牌的可持續(xù)發(fā)展。
[Abstract]:In recent years, China's economy has maintained a high level of growth, national income has also been greatly improved. With the improvement of national material and spiritual life level and the increase of business activity, people's concept of life and consumption and traditional concept of traveling have also changed. Economy hotel emerges as the times require, the popularity of the people is rising day by day, the advantage of development is becoming more and more obvious. In the face of the foreign large-scale economic hotels constantly entering the market in our country, the industry competition is more intense, and the importance of brand construction is gradually prominent. Therefore, how to face up to and optimize their own brand niche has become the first choice for the rapid development of economic hotels. From the perspective of brand ecology, this paper makes a detailed evaluation and analysis on the niche suitability of four local listed economic hotels in China. On the basis of summing up and proving the research of scholars, this paper constructs the evaluation index system of niche suitability of economic hotel brand, which is based on brand survival ability and brand expansion ability. Four main dimensions of brand marketing ability and brand financial ability are used to evaluate the niche status and suitability of economic hotel brand. This paper selects the four listed local economy hotels as samples, determines the weight of each index by AHP, and makes an empirical analysis. The niche status and suitability of economic hotel brand are determined by evaluating the score of brand niche suitability of economic hotel. Finally, the promotion strategy of economic hotel brand niche suitability is put forward. To provide valuable suggestions for the construction and development of economic hotel brand in China. Through the case study, this paper analyzes the niche suitability of the economic hotel brand in China, and thinks that the economic hotel brand in our country can enhance the survival ability of the brand, increase the market share, integrate the marketing means, and promote the brand communication. In order to improve the financial ability, realize the benign capital appreciation, optimize its brand niche, make every economic shop strengthen its crisis consciousness on the basis of defining its own brand niche status, and actively seek effective ways. To guide them to adopt effective niche optimization strategy to achieve better competition, and then to achieve the sustainable development of domestic economic hotel brand.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F719

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