MARKETING IMPLICATIONS OF DEMAND STUDY IN CHINESE ECONOMY HOTEL MARKET

机译：中国经济型酒店市场需求研究的营销意义

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Economy hotels emerged in China in the end of 1990's, but rapid development of this segment was just as near as 2003. Despite of the overall depressing Chinese hotel market. Fast growth and strong competitiveness of the e-conomy section has ever since become the focus of the hotel industry with the greatest market potential. Due to the initial development stage of economy lodgings in China, most Chinese studies can be characterized as descriptive with attempts to capture the best practices at the time. So far, quantitative study is still rare concerning the demand structure and patterns, product design of the economy hotel in China, and further study of marketing countermeasures is necessary. This paper attempts to study the demand characteristics of Chinese economy hotels largely from a quantitative perspective based on literature review, market survey and statistics analysis. Data resources are mainly from two sources. One is that of Chinese Tourism Statistics Annals and other relevant official sources. The other is a market survey carried out in several major economy hotel chains around China. Over 1,000 questionnaires associated with personal interviews were administered to guests and managers in economy hotels in Beijing, Nanjing, Tianjin and other cities. Soft wares such as SPSS 13. 0 are used to deal with collected data to find out the influencing factors in consumers' choice of an economy hotel and their preferred value of economy lodging products. Through interviewing hotel managers, marketing polices are suggested in the respective of market positioning, product design, pricing tactics, choice of distribution channels and promotion means, brand building and so on. Based on data analysis along with personal interviews it's found that Chinese economy hotels need to adjust their market position and match their product design with guests' consumption structure and patterns. In the long run they need to adopt more flexible pricing, distribution and promotional policies. And branding strategy is urgent to achieve a wider customer acknowledgement.

机译：经济型酒店于1990年代末在中国兴起，但这一领域的快速发展与2003年差不多。尽管中国酒店市场总体低迷。此后，电子经济领域的快速增长和强大竞争力一直成为具有最大市场潜力的酒店业关注的焦点。由于中国经济住宿的初期发展阶段，大多数中国研究都具有描述性，并试图抓住当时的最佳实践。迄今为止，关于中国经济型酒店的需求结构和模式，产品设计的定量研究仍然很少，需要进一步研究营销对策。本文试图基于文献综述，市场调查和统计分析，从定量的角度研究中国经济型酒店的需求特征。数据资源主要来自两个来源。其中之一是《中国旅游统计年鉴》和其他相关官方资料。另一个是对中国几家主要经济型酒店连锁店进行的市场调查。在北京，南京，天津和其他城市的经济型酒店中，向来宾和经理提供了1,000多个与个人访谈相关的问卷。使用诸如SPSS 13. 0之类的软件来处理收集的数据，以找出影响消费者选择经济型酒店的因素及其经济型住宿产品的首选价值。通过与酒店经理进行面谈，就市场定位，产品设计，定价策略，分销渠道和促销手段的选择，品牌建设等方面建议营销策略。通过数据分析和个人访谈发现，中国经济型酒店需要调整其市场地位，并使产品设计与客人的消费结构和方式相匹配。从长远来看，他们需要采取更加灵活的定价，分配和促销政策。品牌战略迫切需要获得更广泛的客户认可。

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来源
《International Conference on Tourism and the New Asia; 20060809-12; Beijing(CN)》|2006年|P.75-84|共10页
会议地点 Beijing(CN)
作者
Bin DAI; Xiaoge ZHOU; Xia TANG; Zhuangping LIANG; Yan LIU;
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作者单位

School of Tourism Management, Beijing International Studies University;

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会议组织
原文格式 PDF
正文语种 eng
中图分类旅游经济;
关键词
economy hotel; China; demand; marketing policy;

机译：经济型酒店;中国;需求;营销政策;

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MARKETING IMPLICATIONS OF DEMAND STUDY IN CHINESE ECONOMY HOTEL MARKET

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