Customized Based On The Niche Strategy Of The Hotel Product Research

Customization is an appealing concept which has been applied to product manufacturing successfully worldwide. This study starts with an explanation of the customization concept, analyses its essential ideas from the perspective of market segmentation, and discusses the definitions of standardization, individuation and customization. Comparing the differences between manufactured product and hotel product, the study finds out that the theory of customization can be well applied to hotel management.Through questionnaire survey, in-depth interviews, and case analysis, the thesis studies the development process of hotel product customization. Results of data analysis support research finding that customer demands for hotel products and services are varied widely and that hotel product may be segmented according to market segmentation. Based on an analysis of the current conditions of the hotel business and diversified customer demand for hotel products, the thesis brings forward that hotels should implement niche marketing strategy and take measures on customizing hotel product so as to help build up core competences for further development.On the basis of above analysis, the thesis provides a systematic approach of hotel niche market selection, and probes into the support system of hotel product customization, which comprises the following facets: market, product and brand, structure and cultrue, information technology, and human resources development.