【摘要】：中國(guó)經(jīng)濟(jì)型酒店起步晚于歐美國(guó)家,但是發(fā)展速度很快,如今已走向成熟,成為酒店業(yè)的新生力量。但與此同時(shí),也面臨著許多問題。經(jīng)濟(jì)型酒店不僅受到國(guó)外經(jīng)濟(jì)型酒店的沖擊,國(guó)內(nèi)星級(jí)酒店和社會(huì)旅館也使得酒店市場(chǎng)競(jìng)爭(zhēng)不斷加劇;經(jīng)濟(jì)型酒店的經(jīng)營(yíng)管理跟不上擴(kuò)張的速度,造成產(chǎn)品同質(zhì)化嚴(yán)重,缺乏競(jìng)爭(zhēng)優(yōu)勢(shì);面對(duì)消費(fèi)群體的多樣性,單一的產(chǎn)品已無(wú)法滿足消費(fèi)者多層次的需求;酒店租金上漲、利潤(rùn)下滑、高成本,造成絕大多數(shù)經(jīng)濟(jì)型酒店虧損嚴(yán)重,這意味著現(xiàn)有的商業(yè)模式已經(jīng)不適合市場(chǎng)需要,迫使經(jīng)濟(jì)型酒店設(shè)計(jì)或選擇新的商業(yè)模式。論文首先界定了經(jīng)濟(jì)型酒店、商業(yè)模式的內(nèi)涵,明晰了價(jià)值鏈理論、企業(yè)生命周期理論和商業(yè)模式畫布理論;其次,從經(jīng)濟(jì)型酒店發(fā)展概況、戰(zhàn)略模式和盈利模式三個(gè)方面對(duì)經(jīng)濟(jì)型酒店商業(yè)模式的現(xiàn)狀進(jìn)行深入分析,總結(jié)出目前經(jīng)濟(jì)型酒店商業(yè)模式存在價(jià)值主張、成本結(jié)構(gòu)、收入模型、核心資源與關(guān)鍵合作的商業(yè)模式構(gòu)成要素方面的問題;再次,分析了從價(jià)值鏈視角研究商業(yè)模式的必要性和優(yōu)勢(shì),對(duì)經(jīng)濟(jì)型酒店的價(jià)值鏈進(jìn)行了設(shè)計(jì)重構(gòu),包括基本價(jià)值鏈、延伸價(jià)值鏈、拓展價(jià)值鏈、虛擬價(jià)值鏈和價(jià)值網(wǎng),分別找出不同類型價(jià)值鏈的價(jià)值增值環(huán)節(jié),使之成為商業(yè)模式分類的依據(jù),并根據(jù)商業(yè)模式畫布理論分析了經(jīng)濟(jì)型酒店商業(yè)模式的構(gòu)成板塊,根據(jù)商業(yè)模式構(gòu)成板塊的不同組合,構(gòu)建了三種基于價(jià)值鏈的經(jīng)濟(jì)型酒店商業(yè)模式,分別是聚核型商業(yè)模式、延展型商業(yè)模式和競(jìng)合型商業(yè)模式,并詳細(xì)分析了每種模式的內(nèi)容、優(yōu)缺點(diǎn)、適用條件和演進(jìn)模型;最后,以布丁酒店和7天連鎖酒店為例,根據(jù)企業(yè)生命周期的特點(diǎn),驗(yàn)證成功酒店在不同的生命周期內(nèi)選擇了不同的商業(yè)模式,并根據(jù)其經(jīng)驗(yàn),對(duì)三種模式提出建設(shè)性的實(shí)施策略。
[Abstract]:Economic hotels in China started later than those in Europe and America, but the speed of development is fast, and now they have matured and become a new force in the hotel industry. But at the same time, it also faces many problems. Economic hotels are not only impacted by foreign economy hotels, but also by domestic star-rated hotels and social hotels, which make the competition of hotel market become more and more intense. The operation and management of economic hotels can not keep up with the speed of expansion, resulting in serious homogenization of products. Lack of competitive advantage; faced with the diversity of consumer groups, a single product can no longer meet the multi-level needs of consumers; hotel rent increases, profits decline, high costs, resulting in the vast majority of economic hotel losses. This means that existing business models are no longer suitable for market demand, forcing budget hotels to design or choose new business models. Firstly, the paper defines the connotation of economic hotel and business model, clarifies the theory of value chain, the theory of enterprise life cycle and the theory of canvas of business model. This paper analyzes the present situation of economic hotel business model from three aspects: strategic model and profit model, and summarizes the value proposition, cost structure, income model of economic hotel business model. Thirdly, it analyzes the necessity and advantage of studying the business model from the perspective of value chain, designs and reconstructs the value chain of economy hotel, including the basic value chain. Extend the value chain, expand the value chain, virtual value chain and value net, find out the value added links of different types of value chain, make it become the basis for the classification of business model, According to the theory of business model canvas, this paper analyzes the building blocks of economic hotel business model. According to the different combination of business model, it constructs three kinds of economic hotel business model based on value chain. The extended business model and competing business model are analyzed in detail, and the contents, advantages and disadvantages, applicable conditions and evolution model of each model are analyzed in detail. Finally, taking pudding hotel and 7-day hotel chain as an example, according to the characteristics of enterprise life cycle, It is verified that successful hotels choose different business models in different life cycles and propose constructive implementation strategies for the three models according to their experiences.
【學(xué)位授予單位】：哈爾濱商業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F719.2

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