Differentiation Strategy, For The Sustainable Development Of Theme Hotels

The Chinese hotel industry has competed hotly since 1998, because supply is above demand. Customers have not sattled for standard service, but pursued individuation service. The concept of themed hotels is introduced into China. Themed hotels have been the Chinese hotel industry's new develpment trend and themed hotels research is a new hot spot. The paper has expatiated the differentiation strategy of themed hotels' sustainable development based on the analysis of prevenient theories and themed hotels development actuality home and abroad.The paper includes seven chapters.The first chapter is exordium. This part expatiates research background, research sense, research framework and research methods.The second chapter is related theories and literature review. This part introduces experience theory, themed marking theory and differentiation strategy and reviews previous research progress home and abroad. The paper seperates prevenient research into two parts. The first part is the research of themed hotels' basic attributes, which includes the define research, comparion with unique hotels, the sort research, the characteristics research and so on. The second part is the founding theory researches of themed hotels, including effect factors research of choosing themes, theme culture origin research, themedization principle research and so on.The third chapter is themed hotel theory analysis. The paper analysizes former theories. What's more, the paper enriched themed hotels' research theory, including theme number, comparion with boutique hotels, three new sort methods, themed hotels' sympol and themed hotels' disadvantages and so on. During the theory analysis, the paper has brought forward five hypothesis.The fourth chapter is themed hotels actuality analysis. The part intrduces the development progress of the themed hotels in China and America, sums up the characteristics of themed hotels and makes a camparion.The fifth chapter is themed hotels survey and data analysis. In the software of SPSS, the paper records 49 themed hotels' related information with 28 variables, then deals with these data with frenquency analysis, crosstable analysis and factors analysis and obtains some meaningful conclusion. For example, themed hotels in the two countries have been inclined to choosing clime culture and history culture as themes. Theme culture' source has been related with the city, hotel's rank, hotel's scale. There are three themedization factors, including hardware themedization factor and software themedization factor and name and building themediziton factor.The sixth chapter is the differentiation strategy of themed hotels' sustainable development. The strategy includes three aspects of the theme choosing and themedization and the sustainable differentiation, which is made of three parts of customization and brandization and groupization.The seventh chapter is summing-up. The part analysizes the paper' creativities and defects, and forescasts themed hotels' development and future research.