兩岸酒店服務(wù)營(yíng)銷差異比較研究——以北京、臺(tái)北為例.pdf

1、北京交通大學(xué)碩士學(xué)位論文兩岸酒店服務(wù)營(yíng)銷差異比較研究以北京、臺(tái)北為例姓名：陳韋杉申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：企業(yè)管理指導(dǎo)教師：左莉201207j匕立交道太堂亟堂焦i金塞△曼S!B△￡!ABSTRACTWritlltheeasingoftheatmcspherebetweenTaiwanandmainland，theexchangesineconomytrade，societyandotheraspectshavebecomemoreandm

2、orefrequentinrecentyears，andmoremainlandtouristscouldgotoTaiwanfortourismInthisprocess，thehotelofbothsidesisthebridgeinchargeofreception，whichplaysanimportantroleAsmorecorecitiesoftwosidesBeijingandTaipei，thedevelopmento

3、fhotelindustryalsoadaptstochangesofsocio—economyandconsumers，ontheonehand，theyfacethefiercecompetitionbet、)lreenthesameindustryontheotherhandtheyfacetherequirementsofmorediverseandpersonalizedhotelservicebyconsumers，whic

4、hproposesnewrequirementsforservicesmarketingofhotelsUnderthisbackground，thecomparisonofthedifferencebetweenservicesmarketingofhotelsinthetwocitieshasthesignificanceofrealityanddevelopmentThemainstudyobjectofthispaperisth

5、edifferenceoftheBeijingHotelandTaipeiHotelinservicesmarketingFirst，throughtheliteraturereviewof“servicesservicesmarketinghotelservicesmarketing’theorythispaperexploresthedemandofconsumersforhotelservicesfromthemostfundam

6、entalstartingpoint；second，itdescribesthehotelservicesituationandthedifferencesperformanceofhotelsinBeijingandTaipei，studiesinternaland—externalfactorsthatmayresultinservicediffere。ntiationinfluence；Finallywiththecombinat

7、ionoftheoryandpractice，itestablishesthecapstonemodelsubdivisioniⅡlptactfactors，andclassifiestheimpactfactorsintoserviceinnovation，servicesense，servicecapacityservicestandards，servicecommitment，hotelenvironment，serviceper

8、ceptionandindividualfactorsofconsumersandthencarriesoutempiricalresearchontheservicemarketingdifferentiationofhotelsinthetwoplacesThispapergainsthefirst—handdatathroughthecontrastofquestionnairesandfieldsurveysforthecont

9、raststud：／oftheimpactfactorsofhotelservicesmarketingdifferencesbetweenBeijinganclTaipeiUltimatelyitconcludesthathotelsinthetwoplacesaredifferentintheeightaspectsofservicemarketing，duringwhichconsumersaremoresatisfiedwith

10、BeijinghotelthanTaipeihotelintheaspectofhardwarefacilities，whileweshouldstilllearnfromTaipeihotelintherestsoftservicesFinallyaccordingtotheconclusionofempiricalanalysis，itputsforwardafewsuggestionstoBeijingandTaipeihotel