AbstractThe21stcenturyisthehumansocietyaswellasthepersonalizedsociety.Anyconsumptionincludingtourismconsumptionhasformedapersonalizedorientation.Thisisinaccordwiththetrendofdevelopmentofhumansocietyandshowthevalueorientationofsocialprogress.Standardizedserviceinthehotelhasbeenwidelychallenged.Personalizedserviceshasplayedanincreasinglyimportantroleinmeetingthevariousspecialandcomplexneedsofguests,improvingthehotel’soperationbenefitsandcompetitiveness.Thispaperisbasedontherelevantdocumentsofthepersonalizedservicetoresearch,andthenelaboratespersonalizedservice’sdefinition,content,therelationstostandardizedservice,necessityandsoon.Next,thepaperanalyzesindetailChinesehotel’sdevelopmentpresentsituation,andgivessomeviewsandadvicestosolvetheremainingproblemsofpersonalizedserviceofourcountry.Finally,givesometypicalcasestofurtherdiscussionandanalysis.Thus,hopetoprovideabasisandreferenceforourhotels’personalizedserviceandpromoteitbetterdevelopment.KeyWords：Hotelservice,Personalizedservice,Standardizedservice,Issue，Strategy目录TOC\o"1-4"\h\z\uHYPERLINK\l"_Toc292055676"中文摘要PAGEREF_Toc292055676\h1HYPERLINK\l"_Toc292055677"AbstractPAGEREF_Toc292055677\h2HYPERLINK\l"_Toc292055678"1.研究背景和研究意义PAGEREF_Toc292055678\h1HYPERLINK\l"_Toc292055679"1.1酒店业实施个性化服务的背景PAGEREF_Toc292055679\h1HYPERLINK\l"_Toc292055680"1.1.1近年酒店业服务理念的变革PAGEREF_Toc292055680\h1HYPERLINK\l"_Toc292055681"1.1.2我国酒店业未来发展的趋势PAGEREF_Toc292055681\h2HYPERLINK\l"_Toc292055682"1.2酒店实施个性化服务的意义PAGEREF_Toc292055682\h2HYPERLINK\l"_Toc292055683"2.个性化服务研究综述PAGEREF_Toc292055683\h3HYPERLINK\l"_Toc292055684"2.1国内外的个性化服务研究PAGEREF_Toc292055684\h3HYPERLINK\l"_Toc292055685"2.2酒店个性化服务的概念PAGEREF_Toc292055685\h4HYPERLINK\l"_Toc292055686"2.3酒店个性化服务的内容PAGEREF_Toc292055686\h4HYPERLINK\l"_Toc292055687"2.4酒店个性化服务与酒店传统标准化服务的关系PAGEREF_Toc292055687\h6HYPERLINK\l"_Toc292055688"3.我国酒店个性化服务的现状、问题及策略分析PAGEREF_Toc292055688\h7H