摘 要:酒店在旅游活动中起到重要的作用，而随着高星级酒店广泛进入大众视野，高星级酒店之间的竞争加剧促使酒店需要进行差异化定位及选择合适的经营策略。本文对苏州金鸡湖凯宾斯基酒店亲子定位及经营策略进行调研分析。研究发现其经营问题主要包括服务人手不足效率低下、设施设备老旧更新缓慢、课程活动单一缺乏趣味、亲子套房房型固定价格高。针对以上问题，本文提出凯宾斯基酒店亲子定位及经营优化对策，包括增加人员针对服务、设备勤更新多换代、提高课程互动体验、简化指导亲子活动、控制单价让利推广、设置亲子主题餐饮、利用网络宣传定位，旨在加深凯宾斯基酒店亲子定位程度，更好促进酒店发展。

关键词：高星级酒店；差异化定位；亲子定位；经营策略

A Study on Differentiation Market Positioning and Operation Strategy of High-star Hotels-A case study of parent-child positioning.

Abstract:The hotel industry functions as a connecting link between the preceding and the following tourist activity. With the high-level hotels widely-coming into the public view and a rat race between hotels, which make hotels have to carry through differentiation market positioning and choose suitable operating strategy. Based on information retrieval and case analysis, this paper investigated and analyzed the parent-child positioning and operating strategy of Kempinski Hotel Suzhou and found that major problems were due to the lack of service staff and low efficiency , the outdated and old equipment, the monotonous curriculum activities, the expensive parent-child suite and hard to popularization. This paper proposed optimizing strategy about parent-child positioning of Kempinski Hotel, including increasing targeted services, upgrading equipment frequently, improving interactive experiences of curriculum, controlling price per unit and surrendering part of the profits, setting theme catering about parent-child, positioning and advertising by internet. Aimed at enhancing the parent-child positioning level of Kempinski Hotel and better promote the development of hotels.

Key Words: High Star-level Hotel；Differentiation Market Positioning；Parent-child Positioning；Operating Strategy

目  录

摘要 I

Abstarct II

一 引言 1

二 差异化定位概述 3

（一）差异化定位概念与方法 3

（二）差异化定位与经营策略选择的关系 3

（三）高星级酒店差异化定位 4

三 凯宾斯基酒店亲子定位经营现状 4

（一）主推亲子主题酒店 4

（二）设置各类亲子活动 4

（三）开设独特亲子课程 5

（四）提供新式亲子套房 5

四 凯宾斯基酒店亲子定位经营问题 6

（一）服务人手不足效率低下 6

（二）设施设备老旧更新缓慢 6

（三）课程活动单一缺乏趣味 7

（四）亲子房房型固定价格高 8

五 凯宾斯基酒店亲子定位及经营优化对策 9

（一）增加人员针对服务