基于手段-目的理论的饭店定位战略构建

The Positioning Strategic Structure of Hotel Basing on the Means-End Theory

定位战略是基于消费者、产品和竞争者三者之间的权衡做出的一种战略选择,而其中对于消费者心智结构的研究是最为重要的一部分,手段一目的理论能更好地研究消费者的关注点,据此做出饭店产品的消费者决策图,找出影响消费者的潜在因素以及消费者真正关注的因素,完成饭店定位的构建。

Positioning strategy is a kind of strategic choice made among the three of consumers, products and competitors, and it is the most important part that studies carefully consumer’s intelligence structure among them.In this capital,we use the means-end theory to make the consumers’ decision maps,in which we can find out the potential factors of influencing consumers and factors which consumers really pay close attention to.According to those factors,we finish the construction of the positioning strategy of hotel.