基于顾客锁定理论的饭店企业经营战略研究

Strategic Research on the Hospitality Industry Based on the Customer Lock-in Theory

目前,饭店行业的竞争日趋激烈,培育忠诚顾客已成为饭店企业获得竞争优势的关键。传统的“饭店企业顾客忠诚”研究多是通过“顾客价值”的理论视角展开的。将顾客锁定理论应用到饭店企业的市场管理中,在分析顾客锁定的内涵、经济学本质、成因及其与传统理论差异的基础上,提出饭店企业应通过构筑产品歧异化,降低搜寻及交易成本,传递高质量信息,纵向整合顾客需求,培训顾客,引导顾客参与,签订合同等途径锁定顾客。

At present, the competition of the hospitality industry is becoming fiercer. Focusing on the loyal customer has already become the key that hotel enterprises have obtained the competition advantage. And most papers present the customer loyalty study on the Customer-Value-Based theory. This paper applies the Customer-Lock-in theory to the market management of hotel enterprises. On the basis of analyzing the intension of Customer-Lock-in theory, economics essence, the origin cause of formation and the difference from the traditional theory, the author gives some suggestions that hotel enterprises should lock the customers through the way of constructing the difference of the products, reducing searching and transaction cost, transmitting high-quality information, combining customer＇s demand vertically, training the customer, leading customers to participate in, and signing a contract ,etc.