数字时代酒店业营销策略变革研究

发布时间：2018-01-19 13:01

本文关键词： 数字化酒店营销营销策略世茂皇家艾美酒店　出处：《华东理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着二十一世纪互联网的高速发展,互联网+理念的提出,现在的信息技术渗透在各行各业中,同时以极快的速度扩展到全球,信息化社会使得信息与服务以快的速度传送至全球各个国家。互联网以无障碍的形式存在与我们的身边,所以,信息在当今社会可以跨越国家进行了解与交换,为每一位使用互联网的用户提供方便。互联网,个人移动设备的运用,使信息技术对包括酒店行业的各行各业的传统管理模式带来极大的冲击。高速发展的信息技术为酒店的经营创建了新的营销模式,并且使用者不再受时间和地点的限制。深入分析信息技术发展对当前酒店营销管理的影响,对推进酒店信息化对酒店发展,特别是对营销变革具有重要的现实意义。本文以上海世茂皇家艾美酒店以研究对象,通过概括与阐述了市场营销环境和市场营销策略的相关理论与研究,同时对微观营销环境、宏观营销环境、营销组合策略、营销策略要点等进行梳理与总结,并在分析艾美酒店目前的营销策略现状的基础上,根据理论与实践,发现并分析了酒店在互联网时代背景下所面临的机遇,以及目前营销策略存在的问题,并提出了数字时代背景下艾美酒店的营销策略变革建议。本文建议,上海世贸皇家艾美酒店要实施多元化线上营销、重视酒店营销信息服务建设、完善酒店数字服务系统、推广移动支付等数字支付手段。
[Abstract]:With the rapid development of the Internet in 21th century, the concept of the Internet was put forward, now the information technology permeates into various industries, at the same time, it extends to the whole world at a very fast speed. Information society enables information and services to be transmitted to every country in the world at a high speed. The Internet exists with us in a barrier-free form. Therefore, information can be understood and exchanged across countries in today's society. To provide convenience for every user who uses the Internet. The use of the Internet and personal mobile devices. Information technology has brought great impact to the traditional management mode of various industries including hotel industry. The rapid development of information technology has created a new marketing model for hotel management. And users are no longer limited by time and location. In-depth analysis of the impact of the development of information technology on the current hotel marketing management, to promote hotel information to hotel development. In particular, it has important practical significance to the marketing reform. This article takes the Shanghai Shimao Royal Amy Hotel as the research object, through the summary and the elaboration marketing environment and the marketing strategy correlation theory and the research. At the same time, the micro marketing environment, macro marketing environment, marketing combination strategy, marketing strategy key points are combed and summarized, and on the basis of analyzing the current situation of Amy Hotel marketing strategy, according to the theory and practice. This paper finds and analyzes the opportunity that hotel faces under the background of the Internet era and the problems existing in the current marketing strategy, and puts forward suggestions for the reform of the marketing strategy of Amy Hotel under the background of the digital age. The Royal Amy Hotel of Shanghai World Trade Organization should carry out diversified online marketing, attach importance to the construction of hotel marketing information service, perfect the hotel digital service system, and promote the digital payment means such as mobile payment.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.2;F274

【参考文献】