移动互联网背景下的星级酒店营销策略研究

发布时间：2018-03-10 15:34

本文选题：移动互联网　切入点：星级酒店　出处：《天津科技大学》2017年硕士论文　论文类型：学位论文

【摘要】：在中国,星级酒店经过2001年至2008年期间高速增长阶段,2008年受到金融危机的冲击进入低谷期,经过缓慢恢复之后,2012年受政府严控公务消费的影响又转向新的低潮期。直到今天,星级酒店的增长速度依然无法赶超2008年以前的发展水平。就目前而言,政府反腐仍然呈高压态势,公务消费群体没有增长的迹象。由于居民可支配收入的不断提升,旅游业成为当前的朝阳行业,星级酒店作为旅游业产业链上重要的服务供应商,获得了快速发展和转型的新机遇。移动互联网的飞速发展,既形成了挑战,又为星级酒店经营策略的改变提供了技术环境。面临着消费者结构迅速调整,经营环境不断变化的现状,星级酒店急需把握机会,创新营销策略,实现自身经营的转型。本文基于移动互联网的背景,以星级酒店作为研究对象,分析在线旅游业发展的状况,对星级酒店行业经营现状进行探讨,进一步研究星级酒店营销组合策略的各个因素。以R酒店作为研究案例,分析星级酒店营销策略升级的实施过程。分析移动互联网对星级酒店营销的影响,主要对移动互联网技术特点、对消费者行为的影响和对星级酒店行业的影响进行分析。运用因素推动创新的观点,从消费需求升级、技术和行业环境变化三个因素探讨星级酒店营销策略创新的发展趋势。全文旨在研究现状并结合技术发展的基础上,为星级酒店未来营销发展拓宽思路,解决当前酒店在营销策略规划过程中出现的问题,为推动我国星级酒店良好有序的发展贡献自己的力量。
[Abstract]:In China, star-rated hotels experienced a period of rapid growth from 2001 to 2008, hit by the financial crisis in 2008 into a low point, and after a slow recovery, the effect of the government's strict control of public consumption turned to a new low tide in 2008. Star hotels are still not growing faster than they did before 2008. For now, the government is still under pressure to fight corruption, and there is no sign of growth in the public sector, as disposable incomes continue to rise. As an important service provider in the tourism industry chain, star-rated hotels have gained a new opportunity for rapid development and transformation. The rapid development of mobile Internet has formed a challenge. It also provides a technical environment for the change of the management strategy of star hotels. Facing the rapid adjustment of consumer structure and the changing operating environment, star hotels urgently need to seize the opportunity and innovate marketing strategies. Based on the background of mobile Internet, this paper takes star hotels as the research object, analyzes the status of online tourism development, and discusses the current situation of star hotel industry. Take R hotel as a case study, analyze the implementation process of star hotel marketing strategy upgrade, analyze the influence of mobile Internet on star hotel marketing, take R hotel as a case study, further study each factor of star hotel marketing mix strategy, analyze the influence of mobile Internet on star hotel marketing. It mainly analyzes the characteristics of mobile Internet technology, the influence on consumer behavior and the impact on star hotel industry. This paper discusses the development trend of star hotel marketing strategy innovation by three factors of technology and industry environment change. The purpose of this paper is to study the present situation and combine with the technological development to broaden the thinking of star hotel marketing development in the future. To solve the problems in the process of marketing strategy planning, to promote the good and orderly development of our country's star hotels contribute their own strength.
【学位授予单位】：天津科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.2;F274

【参考文献】