文档介绍：郑州大学西亚斯国际学院
本科毕业论文
题目主题酒店产品定位研究
指导教师职称讲师
专业工商管理班级体特一班
院(系) 商学院工商管理系
完成时间 2011年04月28日
主题酒店产品定位研究
摘要
21世纪,酒店的竞争越来越趋向一种更高质量的竞争,这种竞争就是文化竞争。制度、文化和人性化的全面结合是未来酒店竞争的一种升华。顾客在消费过程中能够有一种文化享受。而这种文化氛围的营造则突出体现在两个字上,那就“主题”。主题酒店从创建开始就注重主题文化的营造。从设计、建设、装修到经营管理、服务都注重酒店独特的主题内涵,突出文化品位,形成酒店的个性,从而在市场上形成鲜明的主题形象。主题酒店适应经济高度发达的社会需求,在这种社会需求背景下,它们在满足宾客文化和品位的需求上要高于满足常规的实用性需求。
近几年,国内开始兴起主题酒店这种新的酒店经营模式,全国各地都在尝试建造主题酒店,主题酒店由此也成为饭店业界关注的焦点之一。但在国内将要兴起主题酒店热潮的同时,也要看到,中国的主题酒店业尚不成熟,指导理论尚不全面。本文阐述了主题酒店产品形式,并重点分析了主题酒店产品文化定位、品牌定位和市场定位。
关键词主题酒店酒店产品产品定位
The Research Of Theme Hotels Product Positioning
ABSTRACT
In the 21st century,petitions of hotels tend to be a kind of more petition which results in the petition .The integration of system,culture and humanized bining in an all-round way is regarded as a kind of distillation which peted for in the future .The customers may have a king of enjoy culture in the course of consuming. The construction of this kind of culture atmosphere reflects outstandingly at the very beginning of its establishment. Theme hotels pay attention to the construction of theme culture since its establishing. From designing, building,fitting up to management and service,they pay much attention to its unique theme intension,stress the cultural grade,from the individual characters of hotels, and thus from the distinct theme image on the market. Under such social demand background,meeting the social demand with highly developed economy, theme hotels should be urgent than in accordance with the routine Practicability demand in meeting guest’s culture and demands.
In recent years,such new hotel management mode of theme hotels begins to emerge in China. All parts of the country are all trying to build theme hotels,therefore theme hotels e one of the focuses that the hotel industry Paying Attention to. But while the upsurge of theme hotel,we should know that the theme hotel industry of China is still unripe,and the theory instructed is still not overall. This article elaborated the