完善四川锦江宾馆餐饮部市场营销策略的思考
发布时间:2018-04-05 21:44
本文选题:锦江宾馆 切入点:酒店餐饮 出处:《西南财经大学》2008年硕士论文
【摘要】: 酒店业是我国最早对外开放的行业之一,随着旅游业的蓬勃发展,我国酒店业将得到更大的发展机会。而随着人们生活与消费方式的转变,酒店的功能,尤其是高星级酒店的功能与以往相比有了很大的变化,消费者对酒店的功能性要求也越来越高。现代酒店是由客房、餐厅、酒吧、商场,以及宴会、会议、通讯、娱乐、健身等设施组成,能够满足客人在吃、住、行、游、购、娱、通讯、商务、健身等各种需求的多功能、综合性的服务设施。新的消费趋势使住宿条件在整个酒店体系的权重有所减低,人们来酒店消费,很多时候仅仅是因为餐饮或者会议的需求。例如政府或者公司的宴会或者商务性的餐饮消费、培训的开展、发布会或者婚宴的举行等等,这些新的服务项目在为酒店带来高额利润的同时,也加速了酒店部门的转型和改革。 面对这些市场需求的转变,酒店必须把握市场机会,以市场为导向,围绕市场开展改革工作。对于酒店餐饮部门而言,市场营销是酒店餐饮经营活动的重要组成部分,它始于酒店提供产品和服务之前,研究宾客的需要和促进客源的增长,开发酒店市场的潜力,增进酒店的收益。市场营销涉及到满足宾客的需求产品--从酒店流通到宾客的一切业务活动,最终实现预设的经营目标。市场营销不仅仅是单一的推销模式,它涉及的面广而深,包含了市场营销的调查,产品的设计、开发和定价,产品推广,渠道流通等等方面的内容。 本文选取了四川省最早的五星级酒店之一——锦江宾馆作为研究对象,现有的相关研究大多数探讨了酒店经营管理中某一方面问题,基本上都是针对酒店产品整体,研究对于目前酒店的营销模式、管理机制、成本控制方面给出了一定的理论指导。看待问题的角度也都是从专家学者的角度加以探讨的。然而,从酒店本身的角度,立足于市场不断细分化的背景,来衡量酒店的餐饮是否已充分发掘其发展潜力的研究,来看酒店产品是否能够满足消费者餐饮会议等方面的需求,从而为酒店餐饮的进一步专业化发展提供建设性的具体的参考意见,这方面的研究相对缺乏。本文主要以四川锦江宾馆为研究对象,探讨如何提升锦江宾馆餐饮部产品的质量与其市场营销策略的完善。 四川锦江宾馆是中国西南地区首家五星级酒店,同时也是一家全资国有酒店。作为国企,相对而言,四川锦江宾馆在管理和制度的转型方面是比较成功的,但是与一些先进的外资酒店相比较,依然存在着很多需要改进与提高的地方。餐饮部作为锦江宾馆一个重要的组成部分,也受到了一些影响,很多情况下还是凭经验运作的成分较大,对市场营销的理念全面的了解和实施还需要提高。本文选取锦江宾馆餐饮部作为研究对象,运用最新的营销理论,结合实际,对其营销战略进行探讨,将着重讨论在新经济背景下的酒店与餐饮市场竞争中,锦江宾馆餐饮部应该怎样运用它自身的品牌优势,不断创新提高营销方法和营销观念,将营销观念从传统的营销观念向现代的营销观念转变,并将这些营销观念落实到实际工作中。通过酒店餐饮与营销的紧密结合,把酒店的餐饮作大做强。试图通过个案分析,找到一个其它同类酒店餐饮会议等功能性部门可以借鉴的营销战略制订、分析、实施的模式。 本文的主要研究内容如下: 第一部分为文章的绪论部分,首先介绍了本文的研究背景,并从理论和实际两方面对文章的研究意义作了阐述;然后对本文的研究方法与创新点作了说明,在着重对关于酒店营销、酒店餐饮营销和一般餐饮产品营销理论的国内外的最新研究成果作了叙述和评论后,对本文的基本思路与逻辑结构作了概述。 第二部分是根据已有文献的吸收总结以及从锦江宾馆餐饮产品的实际情况出发,提出了本文研究的理论前提条件:顾客对酒店餐饮产品的需求水平与满意程度,决定了顾客消费的频率与酒店收入的增长。而市场营销策略的全面完善,是决定顾客需求水平与满意程度的关键。立足于该前提条件,提出了本文研究的总体构思框架:提升酒店餐饮部收益需要顾客有最佳的满意度与消费欲望。而这两者需要市场营销策略的全面完善与实施。因此,本章提出以营销策略为重点提升四川锦江宾馆餐饮部实力,创造锦江宾馆餐饮部品牌的决策成为必然。通过介绍完善餐饮部市场营销策略的重要性,说明本文选择了四川锦江宾馆的餐饮部的市场营销策略作为研究方向的原因,指明了高星级酒店完善餐饮会议等多功能性的必要性,因为酒店的营销水平,很大的程度上是酒店是否重视营销观念、营销战略所决定的。 第三部分主要是对四川锦江宾馆餐饮部现状分析与问题的说明。说明了四川锦江宾馆餐饮部的经营管理与营销现状,明确了分析的目标,根据锦江宾馆餐饮部产品的特征和现状,总结了锦江宾馆餐饮部产品现状和存在的具体问题主要有三点,分别是:一、产品与个性化服务的稳定性与创新需要加强;二、网络等新的渠道与促销工具应用较少;三、整体营销的观念没有深入人心,忽略了服务过程的整体性。 第四部分是通过用SWOT分析法,选择了影响锦江宾馆餐饮部消费者的各个环境要素,并作出了较为详细的阐述,分析锦江宾馆餐饮部的内部优势、劣势分析,外部的机会与威胁分析,并通过市场选择,明确了锦江宾馆的目标市场。最后,根据SWOT分析与目标市场选定的结果,通过对比分析,得出环境分析的结论。 第五部分是针对第三部分提出的问题,通过第四部分的分析,提出了关于完善锦江宾馆餐饮部市场营销策略的对策建议,分别是:一、坚持产品创新,加强个性化服务;二、多渠道经营与促销,构建信息化平台;三、合理运用有形证据,重视服务过程互动性。通过产品、促销、渠道、人、有形证据、过程等战略的结合运用,对其营销战略实施提出了相应的组合策略。 希望通过以上对策建议的提出,能够对提高锦江宾馆餐饮部市场营销程度,提升酒店餐饮部品牌有一定的启示作用。 本文在选题上紧扣实际,结合营销学理论对特定酒店的营销战略进行了实证性的探讨,并采用了较多的第一手资料对酒店内外部环境进行了详细的分析。对酒店餐饮部有一定的实战意义和指导作用,对其它酒店餐饮会议等营销活动均有参考价值。 本文的主要创新之处主要表现在研究对象上的创新。通过相关资料的检索和查阅,目前我国学者对于酒店的相关研究重点主要集中在整体的经营管理与营销策略方面,本文则选取了更加细分化的研究对象,试图把餐饮部作为一个相对独立的生产与营销单元,引入SWOT,7P以及顾客满意等相关理论,研究它们之间的关联促进关系,及在此基础上探讨提高酒店餐饮部产品的竞争力与营销策略研究,以此针对酒店的餐饮产品的发展与完善来进一步提出相应的对策和建议。这不管是理论上还是实践运用上都是有很大的研究空间和研究意义。
[Abstract]:The hotel industry is one of the earliest open industries in China . With the rapid development of tourism industry , the hotel industry will get more development opportunities . With the change of people ' s life and consumption mode , the function of the hotel , especially the high - star hotel , has changed greatly .
In the face of the transformation of these market demands , the hotel must seize the market opportunity and carry out the reform work around the market . For the hotel and beverage department , the marketing is an important part of the hotel ' s catering operation . It starts with the demand of guests and promotes the growth of the customer sources , the potential of the hotel market and the benefits of the hotel . The marketing is not only a single marketing mode , but also includes marketing research , product design , development and pricing , product promotion , channel circulation and so on .
This paper has selected one of the earliest five - star hotels in Sichuan as the research object , and most of the related researches have discussed the problems in the hotel management .
The Jinjiang Hotel in Sichuan is the first five - star hotel in southwest China , and it is a wholly state - owned hotel . As a state - owned enterprise , it is relatively successful in the transformation of management and system .
The main contents of this paper are as follows :
The first part is the introduction part of the article , first introduces the research background of this paper , and explains the research significance of the article from both theory and practice . Then the research methods and innovation points of this paper are described , and the basic idea and logical structure of this paper are summarized after the recent research results of hotel marketing , hotel catering marketing and general catering product marketing theory are described and commented .
The second part , based on the summary of the absorption of the existing literatures and the actual situation of the catering products from the JinJiang Hotel , puts forward the theoretical precondition of the study . The overall perfection of the marketing strategy is the key to the customer ' s demand level and the satisfaction degree .
The third part is mainly about the analysis and the problems of the present situation of the restaurant and beverage department of the Jinjiang Hotel in Sichuan . The article explains the management and marketing situation of the restaurant and beverage department of Jinjiang Hotel in Sichuan , and makes clear the goal of the analysis . According to the characteristics and the present situation of the products in the restaurant and beverage department of JinJiang Hotel , the article summarizes the present situation and the existing problems of the product of the restaurant and beverage of the JinJiang Hotel .
In the fourth part , by SWOT analysis method , the environmental factors influencing the consumers of the catering department of JinJiang Hotel are selected , and the internal advantages , disadvantages , opportunities and threat analysis of Jinjiang Hotel are analyzed , and the target market of JinJiang Hotel is defined through market selection . Finally , according to SWOT analysis and the selected results of the target market , the conclusion of environmental analysis is drawn through comparative analysis .
The fifth part is aiming at the third part , through the analysis of the fourth part , put forward the countermeasure suggestion about improving the marketing strategy of the catering department of JinJiang Hotel , namely , insist on the product innovation , strengthen the personalized service ; secondly , multi - channel management and promotion , build the information platform ; 3 , reasonable use of the tangible evidence , pay attention to the interaction of the service process . Through the combination of product , promotion , channel , person , tangible evidence , process and other strategies , the corresponding combination strategy is put forward for its marketing strategy implementation .
It is hoped that through the above countermeasures , it is possible to improve the marketing level of the catering department of Jinjiang Hotel and improve the brand of restaurant and beverage .
In this paper , we discuss the practical situation of the hotel ' s marketing strategy based on the theory of marketing , and make a detailed analysis of the hotel ' s internal and external environment with more first - hand information . It has some practical significance and guidance to the hotel and beverage department , and has reference value to other marketing activities such as hotel and beverage conference .
This paper mainly focuses on the innovation in the research object . Through the retrieval and inspection of the relevant information , the research focus on the hotel is mainly focused on the overall management and marketing strategy . In this paper , the relationship between them is studied .
【学位授予单位】:西南财经大学
【学位级别】:硕士
【学位授予年份】:2008
【分类号】:F274;F719.3
【引证文献】
相关硕士学位论文 前1条
1 张江恒;单体经济型酒店全景整合式电子商务平台研究[D];南昌大学;2011年
,本文编号:1716626
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