河北民航大酒店营销策略研究

【作者】 阎同立；

【导师】 钱敏；

【作者基本信息】 南京理工大学 ， 工商管理， 2002， 硕士

【摘要】 酒店作为企业生产和销售的产品是酒店有形设施和无形服务的结合，是以多种服务表现出来的无形产品。酒店市场营销也不同于其他市场营销。本文论述了现代酒店营销策略的基本理论、方法和步骤，在分析酒店所处的宏观和微观环境的基础上，结合竞争对手进行SWOT分析，并据此结合酒店本身实际情况，提出了酒店的细分市场、目标市场选择以及市场定位。对照服务业营销7p’s要求，对河北民航酒店的相关服务营销组合策略进行研究，以制订出一套切实可行的酒店营销策略，具体包括酒店产品服务创新策略、基于顾客认知价值的酒店定价策略、销售渠道策略、整合营销沟通策略以及客户关系管理策略，以期有效地解决酒店的营销问题，能很好地促进酒店的经营管理合业绩。更多还原

【Abstract】 Hotel is as the product and the output of an enterprise, which integrated with visible facilities and immaterial services, belongs to invisible services showed by mutual services. Therefore, marketing in hotel also differs from any other kinds of marketing work, which is the most important partial of the management activities, and concerned to the development and way-out, that can affect the survival problem in hotel.This thesis discourses upon the basic principles, methods and processes of marketing management. After analyzing the macro and micro circumstance, combined with the real statues of our hotel, and analyzes the advantage, weakness, opportunities and threats. Contrasted with the demand of integrated marketing strategies and the 7P’s service mixes, it delivers our hotel’s STP strategy and marketing tactics, such as product innovation, price, place, IMC tactics and customer relationships management tactics. Through which we can frame out a series of feasible marketing strategy to look forward to the trend orientation in the future hotel industry, at the mean while, making well preparation in mentality and in action, facing the challenge.更多还原