【作者】 季哲文；

【导师】 石应平；

【作者基本信息】 四川大学 ， 旅游管理， 2003， 硕士

【摘要】 中国旅游业的蓬勃发展带动了饭店业的快速增长，实现了规模上、效益上的巨大转变。随着软件、硬件的不断加强，我国旅游饭店的整体经营管理水平逐步向国际化、标准化方向迈进，饭店业的发展开始从速度增长型向效益增长型转变。但随着产业结构的调整和产业素质的提高，以及消费需求的不断变化，饭店业内部积累的矛盾也日益凸现。 面对市场需求的多样化及市场竞争的白热化，论文提出中国旅游饭店业最迫切、最根本的课题就是创新，使产品呈现差异化。表现形式是针对高度细分市场的主题创新。创立主题是为了避免或减少重叠性的市场竞争，实现有序的和细致的市场分割，根本还在于获得最大的经济效益和社会效益。因此，专业化分工，寻找主题、挖掘主题、设计主题、制作主题产品和服务，是新形势向饭店产品的设计者和经营者提出的全新的创意观念，也是饭店行业成熟之后的必然发展趋势。 论文上篇在主题化产品是饭店产品发展趋势的观点基础上，从三个方面来阐述主题饭店规划建设的理论模式。 首先，对主题饭店的内涵、本质及特点进行分析； 其次，分析阐述规划建设主题饭店的第一步：如何选择主题。饭店主题的选定是在广泛的市场调研基础上实现的，通过对地域文化的深入分析识别出可供选择的相关素材和资源，利用详尽的市场分析结果从复杂多样的主题素材中确定主题资源，进一步通过对顾客需求心理的分析研究检验细分市场所确定的四川大学硕士学位论文主题饭店规划建设研究主题是否恰当可行，最后通过对竞争者的分析，验证主题是否具有鲜明性、唯一性、独特性，实现饭店主题的准确定位。 接着，分析阐述规划建设主题饭店的第二步:如何展现主题产品。通过分析明确主题产品建设成功的关键在于实现产品的差异化。如何实现产品的差异化，论文从物化产品和无形产品两方面进行研究。提出差异化产品应从饭店物化产品的产品质量、产品功能、产品形象、产品数量以及饭店内涵产品的服务、服务流程、人员素质等层面予以考虑，并结合实际案例，对差异化产品进行分析设计，提出一套较系统的理论模式。 论文的下篇，在主题饭店规划建设理论的基础上，以成都市饭店业为背景，对成都鹤翔山庄道家文化主题的产品开发进行了分析，从山庄主题的选择到山庄主题产品的具体操作，展示出饭店主题化产品规划建设的实践成果。更多还原

【Abstract】 The boom growth of China tourism contributes to the high-speed development of China hotel industry, meanwhile making the great change to the scale and benefit of this industry. Along with constantly bettering the software and hardware of hotel, the whole management of China tourism hotel is internationalizing and standardizing gradually, the development pattern is also changed from Speed-Orientation to Benefit-Orientation. But the accumulating internal contradiction is shaping up day after day keeping company with the adjustment of industry structure, the betterment of industry character and the change of the demand.Be faced with the diverse market demand and the hot competition, this paper suggests that the most urgent and basic goal for China tourism hotel industry is innovation which makes products differentiated. The behavior form is to make theme innovation aiming at highly subdivided target market. The goal of innovation is to avoid or decrease the repeated competition, realize the orderd and narrow market subdividing. The basic goal is also to gain the maximal economic and social benefit. As a consequence, division of work (theme seeking, theme digging, theme designing and creating theme product and service) is both a whole new request given by new situation to the designer and manager of the hotel, and a inevitable developing trend for a grownup hotel industry.Based on the point that the theme product is the future of hotel product, the preceding chapter of paper discusses the theoretical mode of the theme hotel planning in three aspects.Firstly, it analyzes the intention, essence and characters of the theme hotel;Then, the first step of the theme hotel planning, the theme seeking, is discussed.The theme selection is on the base of the broadly market investigation and analyzing. Starting with identifying the regional culture and digging out the related optional material, the designer ensure the theme resource from complicated and multiplex theme material by using detailed result of marketing analyzing. Further, they inspect and examine the theme through the analysis of the custom’s mental. Last, analyzing the competitor can make sure that the theme is distinctive, unique, and special or not, to position the hotel theme accurately.Thirdly, the second step of the theme hotel planning, the theme product demonstration, is discussed. The key point of the theme product planning is on how to make product differentiated. The paper discusses the way of both object product and immaterial product on how to make the product differentiated. It suggests that the product differentiated should give thought to the quantity, function, image of the object hotel product, and the service, service process, personnel stuff of the invisible hotel product. Then it analyzes the design of the differentiated product together with the factual case and proposes a set of systematical theoretical pattern.Laying in the Chengdu hotel industry, the rest of paper analyzes the development of the Taoist Theme product of Flying Crane Resort Hotel based on the theory of differentiated product. It discusses the villa layout (including the architectural style and the villa view), the decoration, the printed, the employee wear, the enterprise culture, the employee training in detail, and shows the practical effect of the hotel theme product planning.更多还原