伴随中国酒店业在市场中的日益饱和,酒店集群分布成为热点,并引起学界关注。本文从酒店集群的概念、形成机理和集群绩效评估几个方面回顾并分析了国内外学者的研究进展和争论,一方面,认为酒店的集群化发展是一种有效的产业组织形式,它能显著地降低需求方的搜寻成本和促进竞争,特别是促进酒店的差异化创新;另一方面,酒店集群也会产生负的外部性,产品同质化导致酒店价格下降,产生恶性竞争等。集群的生态和结构是决定集群绩效的关键因素,因此根据区位条件、资源禀赋、交通布局、产业水平等情况,结合国家对旅游业的发展战略,形成合理有效的酒店集群分布是当前酒店业亟待解决的问题。在此基础上,文章探讨了现有研究的不足,并提出新的研究问题和方向。 With the saturation of the hotel industry market in China, hotel cluster is becoming a heated topic, which aroused the intensive attention from the researchers. Based on the review of related literatures, this paper analyzes the development and disputes over topics such as definition about hotel cluster, forming mechanism and performance evaluation. The author finds that as an effective industrial organizing pattern, hotel cluster can decrease searching cost on the demand side and encourage competition, especially innovations in differentiation; hotel cluster also can produce negative externalities, resulting in a decline in hotel prices, product homogeneity with vicious competition, etc. The ecology and structure of the cluster is a key factor, according to the geographical conditions, resources endowment, transportation and the industry level, combining with the national strategy on the development of tourism industry, forming a reasonable and effective distribution of hotel cluster is significant. Based on previous analysis, this paper also explores the shortcomings of present research and proposes new issues and directions should be addressed in the future.
酒店集群,机理,述评, Hotel Cluster Mechanism Review酒店集群的概念、动力机制与绩效评估
Brian T.McCann和Timothy B. Folta (2008)对集群动力研究做了非常好的分类,如图3所示,相关研究首先要分成两大类,第一类即前文谈到的多种类企业的集聚(本文不做为重点分析);第二类则是同类企业的集聚。普遍认为企业选择与竞争者比邻而居是一个悖论,因为地理上的临近意味着把企业完全曝露在竞争之下,那么是什么样的动力推动企业往一个地方扎堆呢?在梳理相关文献的基础上,结合酒店集群的特点,笔者认为酒店集群的动力解释有四个方面。
Eric (2009)等以北京的酒店产业为案例加以研究,发现需求的增长伴随着需求成本的下降而产生,而具有差异化的各类型酒店地理上聚集为这种需求成本的下降提供了绝佳的平台,使得不同消费者的需求能够获得最大程度的满足,进而推动了整体的需求。酒店集群正是利用这两种集群效益,方便了消费者对于酒店产品和服务的评估,降低了消费者需要为此付出的搜寻成本和评估成本,增加对酒店集群的来访量和消费量 [37] 。
Manuel Becerra和Juan Santaló (2013)研究西班牙酒店业差异化、竞争和定价策略之间的关系,研究表明若酒店星级较高(垂直差异化),除了房间定价更高以外,提供的酒店房价折扣也较小。同样,属于品牌链(即水平差异化)的酒店也收取更高的价格,并提供较小的折扣。案例中,差异化确实有利于缓解酒店降低客房价格方面的压力,但是随着竞争的增加,酒店垂直差异化显然比酒店水平差异化更具优势 [38] 。
胡 梅,吴晓隽. 酒店集群的概念、动力机制与绩效评估—一个文献述评Hotel Cluster: Concept, Mechanism and Performance Evaluation—A Literature Review[J]. 现代管理, 2017, 07(05): 261-271. http://dx.doi.org/10.12677/MM.2017.75036
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