Studying On The Developmental Methods Of National Economic Hotel By The Theory Of Customer Value Innovation

With the coming of Beijing Olympics & Shanghai World Trade Exposition, the increasingly growth of national economy & citizens affordable income and the forming of large scale of consuming period, these factors are continuously stimulating the development of tourism and vacation market, also promoting economic hotel's steps into a buyer market, its dominate business logic-market segmentation, has been gradually becoming a common strategic trend. Strategy begins with customers, customers decide products, a successful strategy should find new methods to effectively satisfy customers demand & desire. Although economic hotel, it appearance, reflects the value innovation in traditional hotel industry, how to get rid of traditional competition inertia and remove to the cycle of sustained profiting by the innovation of customer value, conducts the researching background & objective.This thesis firstly deeply analyzes the theory's principle, foundation, characteristics and its applied premise, methods, risks. In the second sector, it analyzes the developmental status of national economic hotel, including product & service, market structure, competition pattern, supply-demand and business model. Finally, the thesis establishes the basic strategic framework for economic hotel's methods of value innovation focused on customer.First of all, the subject definites the factors of customer perceived value and cost related to product and service, establishes the practical foundation. Secondly, it deconstructs the process both on customer consumption and hotel service, analyzes demand level and its variety, tries different measures (core function enforced, functional & sentimental appealed, development of complementary product & service, competitor & replacement industry and customer-chain extension) to search uncertain market boundary centered on the theory of customer value innovation. Then, the subject broadens the value innovation's visual field by analyzing buyers' value training and invisible resource's characteristics. On this foundation, the thesis basically forms the economic hotel's strategic logic transformation from traditional competition to customer value innovation.Thirdly, the thesis designs the executive steps for customer innovative strategy: assessment of consumers' utility, strategic pricing and planning of objective cost. The last part are review and prospect, pointing out two innovative achievement: the perceived cost of personal information's submit and the hotel market boundary--short-time service, which is studying practical value, also has important reference for other industries' activities of customer value innovation.