饭店电子商务应用价值分析及发展战略研究

【作者】 方雅贤；

【导师】 唐飞；

【作者基本信息】 东北财经大学 ， 旅游管理， 2003， 硕士

【摘要】 21世纪是一个信息时代、知识经济时代，信息技术革命与信息化建设正在使资本经济转变为信息经济、知识经济，并将迅速改变传统的商业模式，从经营方式、组织结构、管理手段等各个方面给传统企业带来变革。饭店业是中国最早与国际接轨的行业之一，在经营管理活动中已经广泛地应用信息技术，但是电子商务建设还十分薄弱，处在初级阶段。随着我国加入WTO、世界一流酒店管理集团的进驻和饭店业的快速发展，国内市场上饭店业的竞争将更加激烈。饭店业既面临前所未有的机遇，又面临巨大的挑战。谁能为旅游者提供方便的电子商务服务，更好地满足旅游者的需求，谁就能在竞争中抢占先机。因此，电子商务建设将成为决定饭店客源特别是商务散客数量的重要条件之一。乘着国家旅游局“金旅工程”的东风，国内饭店电子商务的建立将使饭店以更低的成本向旅游者提供更多的服务，提高饭店对国内外散客的营销效率，并通过及时互动与沟通，获得客户信息、改善服务流程、提高服务质量，通过变革整个商业模式，创造新的数字化价值。 本文在参阅了大量相关文献的基础上，梳理了所研究的饭店电子商务的概念和内涵，并对国内外饭店电子商务的现状进行了对比，分析和总结出了制约我国饭店电子商务发展的因素。然后从经济学和管理学的角度，进一步阐述了电子商务带给饭店企业的商业模式的变革及其价值，并对我国饭店电子商务尤其是大连饭店电子商务的发展战略及策略提出了一些建议。 本文在结构上共分为五章。第一章导论介绍了本文的研究意义、研究视角和方法；第二章介绍了本文所研究的饭店电子商务的概念与内涵，并对国内外饭店电子商务的发展现状进行了对比，对制约我国饭店电子商务发展的原因进行了总结；第三章从经济学的角度，对电子商务的应用价值进行了理论上的提炼；第四章开始将电子商务引入饭店，首先分析了电子商务在饭店企业中的适用性，然后介绍了饭店中电子商务的技术构建，再从管理学角度对饭店应用电子商务所带来的商业模式变革及其价值进行了详细阐述；第五章针对目前我国饭店电子商务的建设现状和宏观环境，提出了分阶段发展饭内容提要店电子商务的战略，并对三种饭店电子商务介入途径进行了对比，指出应该借国家金旅工程建设的良好契机，积极加入旅游饭店网，借助现有的电子商务平台，建设饭店电子商务，不但可以改善饭店企业内部流程与经营管理，提高服务质量与工作效率，还可以通过目的地营销系统，实现全球营销与在线预订，增强中国饭店业的整体竞争水平。更多还原

【Abstract】 The 21st century is an information age, era of knowledge-driven economy. The technological revolution of the information and information construction are making the economy of the capital change into the economy of the information and knowledge, and change traditional commercial mode rapidly. It will bring change to traditional enterprises from the sides of management style, institutional framework and administration measure, etc. The hotel industry is one of China’s earliest industries that are in line with international standards, and has already widely used the information technology in management activities. But the construction of e-commerce is still very weak, and is in primary stage. With China’s entry into the WTO, the world famous hotel management groups’ entry and the fast development of the hotel industry, the competition of hotels on Chinese market will be fiercer. The hotel industry faces both unprecedented opportunity and enormous challenge. Only the hotels that can offer convenient Electronic Commerce service to tourists can seize the first chance during the competition. Therefore, the Electronic Commerce construction is an important factor for a hotel to attract tourists especially the business tourists from all over the world. Riding the east wind of National Tourism Administration’s "Golden Tour Project", the setting-up of the domestic hotel e-commerce will make the hotels offer more services to the tourists with lower cost. It raises hotel marketing efficiency towards guests from both domestic and abroad. It can also communicate with guests on the Internet to get their information, improve the flow of serving and service quality, and change the whole commercial mode, to create new digital value.On the basis of consulting a large amount of relevant documents, the concept and intension of the hotel e-commerce is clarified first. Then the hotel e-commerce current situation is compared between domestic and abroad, and the development restraining factors are concluded. Then from the angle of economics andmanagement, this thesis studies and analyzes the merits of the e-commerce construction in hotels, and puts forward some suggestions to the development strategies and tactics of the hotels e-commerce of our country.This thesis is composed of five chapters. Chapter one, the introduction, has introduced the research meaning, research visual angle and method of this study. In chapter two, the concept and intension of the hotel e-commerce construction are introduced, then the hotel e-commerce current situation is compared between domestic and abroad, and the development restraining factors are concluded. In chapter three, from the angle of economics, the application value of e-commerce is expatiated. Chapter four begins to lead the e-commerce into the hotels. It analyses the suitability of e-commerce in the hotels at first. Then it introduces the technology structure of e-commerce in hotels. And then it expatiates the value of e-commerce in hotels in detail. In the light of present hotel e-commerce construction status and the macro-environment of China, chapter five proposes a stage-by-stage hotel e-commerce development strategy, After the comparison of the three entry approaches to the hotel e-commerce, it points out that hotels of China should make use of the good opportunity of the national Golden Tour Project, join the Tour Hotel Net positively and build up their own e-commerce. This will not only improve the inside flow and management of hotels, improve the service quality and working efficiency, but also can realize a global marketing and online reservation through the destination marketing system. It will enhance the whole competition level of the Chinese hotel industry.更多还原