基于联合分析方法的中国快捷酒店行业消费偏好研究
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摘要
随着中国改革开放与经济的高速发展,快捷酒店如雨后春笋般在中国的大江南北遍地开花。对这样一个新兴并高速发展的行业,我们缺乏对它的了解和研究,为什么快捷酒店能在短时间内迅速的占领市场而装修豪华设施齐全的星级酒店的入住率却持续下降?快捷酒店的成功单单是因为价格方面的优势还是有其他方面的原因?在这一行业结束爆炸性的高速成长以后我们又应该以怎样的理论来指导其进一步的良性发展、或者快捷酒店只是昙花一现,是经济高速增长时期的特殊现象。这些都需要我们利用更科学和合理的工具进行研究,为其解答。
联合分析方法是对消费者对产品与服务偏好取向进行预测与分析的有效方法。在欧美发达国家,这一方法的研究和应用已经相当成熟和普遍,而近些年来,随着国内市场化程度的成熟和完善,把联合分析方法用于对消费者行为进行分析、评价竞争性产品与服务、以及模拟消费者决策过程中的现象越来越普遍。
本文将联合分析这种有效的数量经济分析方法运用到中国境内快捷酒店行业的研究,借助先进的统计分析软件SPSS,来设计问卷并处理受访者反馈的大量数据,以作为支持来真正的挖掘快捷酒店发展背后所埋藏的根本原因。首先,本文阐述了联合分析方法的原理、概念与实施步骤,并说明了把联合分析用于市场调研的重要意义;随后,文章从消费者行为角度分析了消费者的决策过程;然后,对快捷酒店行业进行了背景研究,并以此为基础提出了联合分析所需要的各关键属性以及属性水平;最后,对快捷酒店的消费者进行了问卷调查并对运用联合分析对调查结果进行了分析,以此为基础提出了快捷酒店发展的指导意见。
With the high speed development of China and the practice of the reform and opening-up policy, express hotel is springing around the whole country. To an emerging industry like this, we are lack of proper understanding and profound research. The following questions are still haunting around us: why could express hotel capture the market in a remarkable pace? And on the other hand, the Luxury Hotels are suffering from shortage of customers and consumptions. Is the price of the express hotel the only reason for their success? Or there still exist other reasons. After an explosive development, what should we use to direct it to a virtuous circle? Or the express hotel is just a flash in the pan. Those are all necessities that people should take good advantages of scientific methods and reasonable instruments to offer results.
Conjoint analysis is an effective method to forecast customers consuming inclination. This method is widely used in developed country for many years. In recent years, according to the process of market development, it is generally accepted that conjoint analysis has been as making evaluation of product or service and appraising consumers’decision processes.
This article applied quantitative economic analysis into research of express hotel within China. With the help of the most advanced analytical software SPSS, we designed questionnaire for data collection and statistics in order to make clear the phenomenon of high-speed development to express hotel industry. Firstly, the article elaborated the conception, principle and steps of execution, and then clarified the meaning of using conjoint analysis into marketing research. Then, the article analyzes the procedure of how the customer makes decisions. Meanwhile, through the learning of the case background, we proposed the key property and its levels; finally, the dates from questionnaires are processed by conjoint analysis. Depended on the result from the analysis, we offered many useful and constructive suggestions for express hotel industry.
联合分析方法是对消费者对产品与服务偏好取向进行预测与分析的有效方法。在欧美发达国家,这一方法的研究和应用已经相当成熟和普遍,而近些年来,随着国内市场化程度的成熟和完善,把联合分析方法用于对消费者行为进行分析、评价竞争性产品与服务、以及模拟消费者决策过程中的现象越来越普遍。
本文将联合分析这种有效的数量经济分析方法运用到中国境内快捷酒店行业的研究,借助先进的统计分析软件SPSS,来设计问卷并处理受访者反馈的大量数据,以作为支持来真正的挖掘快捷酒店发展背后所埋藏的根本原因。首先,本文阐述了联合分析方法的原理、概念与实施步骤,并说明了把联合分析用于市场调研的重要意义;随后,文章从消费者行为角度分析了消费者的决策过程;然后,对快捷酒店行业进行了背景研究,并以此为基础提出了联合分析所需要的各关键属性以及属性水平;最后,对快捷酒店的消费者进行了问卷调查并对运用联合分析对调查结果进行了分析,以此为基础提出了快捷酒店发展的指导意见。
With the high speed development of China and the practice of the reform and opening-up policy, express hotel is springing around the whole country. To an emerging industry like this, we are lack of proper understanding and profound research. The following questions are still haunting around us: why could express hotel capture the market in a remarkable pace? And on the other hand, the Luxury Hotels are suffering from shortage of customers and consumptions. Is the price of the express hotel the only reason for their success? Or there still exist other reasons. After an explosive development, what should we use to direct it to a virtuous circle? Or the express hotel is just a flash in the pan. Those are all necessities that people should take good advantages of scientific methods and reasonable instruments to offer results.
Conjoint analysis is an effective method to forecast customers consuming inclination. This method is widely used in developed country for many years. In recent years, according to the process of market development, it is generally accepted that conjoint analysis has been as making evaluation of product or service and appraising consumers’decision processes.
This article applied quantitative economic analysis into research of express hotel within China. With the help of the most advanced analytical software SPSS, we designed questionnaire for data collection and statistics in order to make clear the phenomenon of high-speed development to express hotel industry. Firstly, the article elaborated the conception, principle and steps of execution, and then clarified the meaning of using conjoint analysis into marketing research. Then, the article analyzes the procedure of how the customer makes decisions. Meanwhile, through the learning of the case background, we proposed the key property and its levels; finally, the dates from questionnaires are processed by conjoint analysis. Depended on the result from the analysis, we offered many useful and constructive suggestions for express hotel industry.
引文
[1]保罗·J·伯恩.市场调研技术手册.北京:人民邮电出版社,2005,342-375
[2]戴维·贝赞可,戴维·德雷诺夫,马克·尙利.公司战略经济学.武亚军.北京:北京大学出版社,1999,391-402
[3]迈克尔·R·所罗门,卢泰宏,杨晓燕.消费者行为学.北京:中国人民大学出版社,2010,3-7,39-266
[4] Paul E.Srinivasan V Conjoint analysis in marketing: new development with implications for research and practice. Journal of Marketing 1990:2-16
[5]风笑天.社会学研究方法.北京:中国人民大学出版社,2001,160-173
[6]张文彤,闫洁.SPSS统计分析基础教程.北京:高等教育出版社,2004:23-34,156-182
[7]张文彤,董伟.SPSS统计分析高级教程.北京:高等教育出版社,2004:235-258
[8]茆诗松,周纪芗,陈颖.试验设计DOE.北京:中国统计出版社,117-197
[9]何惠新,保罗·弗悉诺.市场营销中的结合分析方法.数理统计与管理.1996,6
[10]阿尔文·C·伯恩斯,罗纳德·F·布什.营销调研.梅清豪,周安柱,徐伟熊.北京:中国人民大学出版社:1-17
[11]杨雁翔,连晓霞.联合分析研究文献综述.现代农业:198
[12]林泉,林志扬.基于联合分析法的新产品定位研究.统计与决策,2008,23:182-183
[13]王雪华,丛亮.联合分析在移动通信品牌经营策略中的应用.价值工程,2008,2:126-127
[14]崔毅,尹亮亮.如家快捷酒店纳斯达克成功上市分析.企业活力-企业案例,2008,3:16-17
[15]张晥婷,张斌.希尔顿酒店与如家快捷酒店企业文化比较分析.经济论坛,2009,4:95-97
[16]宋福丽.区域性经济型酒店发展对策研究.网络财富,2008,11:28-29
[17]石春茂,蒲文燕.论如家快捷酒店的成本领先战略.审计与理财,2008,6:30-31
[18]苏芹,沈莹,钟泓.经济型酒店的营销策略研究.重庆科技学院学报,2009,6,:83-84
[19]连欣.哈尔滨市星级酒店和快捷酒店竞争力比较研究.科技信息,2008,28:185
[20]赵丽丽,韩金辉.经济型酒店核心竞争力构建思路.商业时代.2008,13:87-88
[21]孙敖.如家快捷酒店战略成功因素探讨.现代商贸工业.2010,4:42-43
[22]谢时莉,茅丽娅.经济型酒店“如家”与“锦江之星”比较研究.乐山师范学院学报,2010,10:91-94
[23] Eric Marder. The assumptions of choice modelling: Conjoint analysis and SUMM. Canadian Journal of Marketing Research,1999,18:3-7
[24] Olivier Toubia, John R.Hauser, Duncan I. Simester.Polyhedral Methods for Adaptive Choice-Based Conjoint Analysis.Journal of Marketing Research,2004:116-131
[25]Joseph F, Rolph E, Ronald L,et al. multivariate data analysis with readings. New Jersey: Prentice-Hall International, INC 1995, 551-613
[26] Green P, Srinivasan V.Conjoint Analysis in Consumer Research: issues and outlook. Journal of Consumer Research, 1978.5,104-121
[27] Eric T. Bradlow, Ye Hu, Teck-Hua Ho. Modeling Behavioral Regularities of Consumer Learning in Conjoint Analysis.Journal of Marketing Research,2004,11:392-396
[28] John R, Vithala R. Conjoint Analysis, Related Modeling and Applications. Advances in Marketing Research: Progress and Prospeets, 2002,10-23
[30] Min Ding. An Incentive-Aligned Mechanism for Conjoint Analysis. American Marketing Association, 2007:214-217
[31]Wittink R. Commercial use of conjoint analysis: an update. Journal of Marketing,1989,53:92-96
[32] Henry Assael. Consumer Behavior and Marketing Action.北京:机械工业出版社,2001.1
[33]Del I. Hawkins, Roger J. Best, Kenneth A Coney. Consumer Behavior: Building Marketing Strategy,北京:机械工业出版社,2003.1
[35] Madiha Ferjani, Kamel Jedidi, Sharan Jagpal. A Conjoint Approach for Consumer- and Firm-Level Brand Valuation.American Marketing Association,2009:846-862
[34]马庆国.应用统计学:数理统计方法、数据获取与SPSS应用(简要版).北京:科学出版社,2005.11
[35]包睿. 3G手机购买偏好的联合分析——基于上海地区大学生的研究:[上海交通大学安泰经济与管理学院硕士论文].上海:上海交通大学安泰经济与管理学院,2010,5:41-65
[36]李吉娜.基于联合分析的大学生笔记本电脑购买偏好研究:[辽宁工程技术大学硕士论文].辽宁:辽宁工程技术大学,2006,12:43-58,60-71
[37]庞大庆.基于联合分析的微型轿车购买偏好研究:[哈尔滨工业大学硕士学位论文].哈尔滨:哈尔滨工业大学,2009,6:29-37
[38]李霞.基于联合分析法的产品虚拟过程顾客认知价值损益研究:[湖南大学硕士学位论文].长沙:湖南大学,2009,4:44-47
[39]李萍.联合分析方法在消费者产品属性偏好中的应用研究:[暨南大学硕士学位论文].广州:暨南大学,2006,5:36-47
[40]袁亮.联合分析在汽车市场研究中的应用——基于赛拉图轿车的实证分析:[扬州大学硕士学位论文].扬州:扬州大学,2008,5:41-51
[41]杨颖.联合分析在营销调研应用中的研究:[东北财经大学硕士学位论文].大连:东北财经大学,2003,12:40-46
[2]戴维·贝赞可,戴维·德雷诺夫,马克·尙利.公司战略经济学.武亚军.北京:北京大学出版社,1999,391-402
[3]迈克尔·R·所罗门,卢泰宏,杨晓燕.消费者行为学.北京:中国人民大学出版社,2010,3-7,39-266
[4] Paul E.Srinivasan V Conjoint analysis in marketing: new development with implications for research and practice. Journal of Marketing 1990:2-16
[5]风笑天.社会学研究方法.北京:中国人民大学出版社,2001,160-173
[6]张文彤,闫洁.SPSS统计分析基础教程.北京:高等教育出版社,2004:23-34,156-182
[7]张文彤,董伟.SPSS统计分析高级教程.北京:高等教育出版社,2004:235-258
[8]茆诗松,周纪芗,陈颖.试验设计DOE.北京:中国统计出版社,117-197
[9]何惠新,保罗·弗悉诺.市场营销中的结合分析方法.数理统计与管理.1996,6
[10]阿尔文·C·伯恩斯,罗纳德·F·布什.营销调研.梅清豪,周安柱,徐伟熊.北京:中国人民大学出版社:1-17
[11]杨雁翔,连晓霞.联合分析研究文献综述.现代农业:198
[12]林泉,林志扬.基于联合分析法的新产品定位研究.统计与决策,2008,23:182-183
[13]王雪华,丛亮.联合分析在移动通信品牌经营策略中的应用.价值工程,2008,2:126-127
[14]崔毅,尹亮亮.如家快捷酒店纳斯达克成功上市分析.企业活力-企业案例,2008,3:16-17
[15]张晥婷,张斌.希尔顿酒店与如家快捷酒店企业文化比较分析.经济论坛,2009,4:95-97
[16]宋福丽.区域性经济型酒店发展对策研究.网络财富,2008,11:28-29
[17]石春茂,蒲文燕.论如家快捷酒店的成本领先战略.审计与理财,2008,6:30-31
[18]苏芹,沈莹,钟泓.经济型酒店的营销策略研究.重庆科技学院学报,2009,6,:83-84
[19]连欣.哈尔滨市星级酒店和快捷酒店竞争力比较研究.科技信息,2008,28:185
[20]赵丽丽,韩金辉.经济型酒店核心竞争力构建思路.商业时代.2008,13:87-88
[21]孙敖.如家快捷酒店战略成功因素探讨.现代商贸工业.2010,4:42-43
[22]谢时莉,茅丽娅.经济型酒店“如家”与“锦江之星”比较研究.乐山师范学院学报,2010,10:91-94
[23] Eric Marder. The assumptions of choice modelling: Conjoint analysis and SUMM. Canadian Journal of Marketing Research,1999,18:3-7
[24] Olivier Toubia, John R.Hauser, Duncan I. Simester.Polyhedral Methods for Adaptive Choice-Based Conjoint Analysis.Journal of Marketing Research,2004:116-131
[25]Joseph F, Rolph E, Ronald L,et al. multivariate data analysis with readings. New Jersey: Prentice-Hall International, INC 1995, 551-613
[26] Green P, Srinivasan V.Conjoint Analysis in Consumer Research: issues and outlook. Journal of Consumer Research, 1978.5,104-121
[27] Eric T. Bradlow, Ye Hu, Teck-Hua Ho. Modeling Behavioral Regularities of Consumer Learning in Conjoint Analysis.Journal of Marketing Research,2004,11:392-396
[28] John R, Vithala R. Conjoint Analysis, Related Modeling and Applications. Advances in Marketing Research: Progress and Prospeets, 2002,10-23
[30] Min Ding. An Incentive-Aligned Mechanism for Conjoint Analysis. American Marketing Association, 2007:214-217
[31]Wittink R. Commercial use of conjoint analysis: an update. Journal of Marketing,1989,53:92-96
[32] Henry Assael. Consumer Behavior and Marketing Action.北京:机械工业出版社,2001.1
[33]Del I. Hawkins, Roger J. Best, Kenneth A Coney. Consumer Behavior: Building Marketing Strategy,北京:机械工业出版社,2003.1
[35] Madiha Ferjani, Kamel Jedidi, Sharan Jagpal. A Conjoint Approach for Consumer- and Firm-Level Brand Valuation.American Marketing Association,2009:846-862
[34]马庆国.应用统计学:数理统计方法、数据获取与SPSS应用(简要版).北京:科学出版社,2005.11
[35]包睿. 3G手机购买偏好的联合分析——基于上海地区大学生的研究:[上海交通大学安泰经济与管理学院硕士论文].上海:上海交通大学安泰经济与管理学院,2010,5:41-65
[36]李吉娜.基于联合分析的大学生笔记本电脑购买偏好研究:[辽宁工程技术大学硕士论文].辽宁:辽宁工程技术大学,2006,12:43-58,60-71
[37]庞大庆.基于联合分析的微型轿车购买偏好研究:[哈尔滨工业大学硕士学位论文].哈尔滨:哈尔滨工业大学,2009,6:29-37
[38]李霞.基于联合分析法的产品虚拟过程顾客认知价值损益研究:[湖南大学硕士学位论文].长沙:湖南大学,2009,4:44-47
[39]李萍.联合分析方法在消费者产品属性偏好中的应用研究:[暨南大学硕士学位论文].广州:暨南大学,2006,5:36-47
[40]袁亮.联合分析在汽车市场研究中的应用——基于赛拉图轿车的实证分析:[扬州大学硕士学位论文].扬州:扬州大学,2008,5:41-51
[41]杨颖.联合分析在营销调研应用中的研究:[东北财经大学硕士学位论文].大连:东北财经大学,2003,12:40-46