我国经济型连锁酒店的营销模式研究

【作者】 卜荔娜；

【导师】 林岚涛；

【作者基本信息】 贵州大学 ， 工商管理， 2010， 硕士

【摘要】 改革开放30年,我国居民生活水平不断提高,闲暇时间的增多以及消费观念的更新,国内旅游蓬勃发展,会议、展览等商务活动在各大城市的频繁举办,中等收入消费者的数量比重日益加大,原有的星级酒店和社会旅馆占主导的酒店业市场结构,已不能满足他们的需求,提供住宿为主的整洁舒适的酒店的需求越来越强烈。在这种情况下,经济型酒店的出现正好满足了这部分消费者的需求。经济型酒店已经成为酒店行业的投资热点,经济型酒店作用也日益突出。本文试图运用市场营销学的相关原理,探讨经济型连锁酒店的市场营销策略等问题。首先,对酒店业市场进行细分,其次,选定经济型酒店的目标市场,再后,确定经济型酒店市场营销组合。以贵州省如家经济型连锁酒店为例,分析了贵州经济型酒店的状况和特点,借助4P工具,重点阐释了贵阳如家经济型连锁酒店的营销环境。通过对贵阳如家经济型连锁酒店的市场需求状况调研,对经济型连锁酒店的市场需求特征进行了详细分析。根据制定的营销组合,分析经济型酒店的市场营销模式,从产品策略、价格策略、营销渠道策略及促销策略四个方面详细阐述。最后,提出了我国经济型连锁酒店未来的发展策略,即继续走集团化发展之路,倡导可持续发展。通过注重品牌建设,追求个性化发展等手段,引导我国经济型连锁酒店的快速、健康发展。更多还原

【Abstract】 With the development of our country life level, The idea is renew as well as the leisure time increase, Domestic traveling vigorous development, Commercial activity and so on conference, display frequently conducts in each big city, the medium income consumers quantity Proportion enlarges day by day the original star class hotel and the social hotel Occupying leading market mechanism, has not been able to meet their need, the demand of the primarily neat comfortable hotel to be more intense.In this kind of situation, The economy hotel appearance has happen to meet this Part of consumer’s need. The economy hotel already become the favorite for investors in the hotel fields, the economy hotel function day by day is also Prominent. This paper explores Such aspects as the marketing strategy of budget hotel is in China by use of related Principles of marketing. First of all, it makes detailed segmentation of the market of the hospitality hotel industry; secondly, it determines the target market of budget hotels; and finally, it defines the marketing mix of budget hotels. through the analysis on the industry environment ,social condition and obstruction by the method of 4P. Furthermore, the character of market demands of home inn of Guiyang is expatiated based on the investigation in the market demands, based on which the future developing strategy of home inn of Guiyang is proposed. Finally, the future development strategy of Economy hotel in China is proposed. That is ,to develop continually as a group with chain-store operations as its main development type; to develop at a high speed by building a good brand, its own speciality, and strengthening management etc.更多还原