洛阳市Y酒店营销策略研究

发布时间：2018-03-03 03:27

本文选题：洛阳市Y酒店　切入点：市场营销　出处：《河南科技大学》2013年硕士论文　论文类型：学位论文

【摘要】：在中国各行业快速发展的今天，餐饮服务行业要抓住机遇、应对挑战、获取更多的商业价值，营销策略的应用和研究必将是最重要的工作之一。如何适应社会主义市场发展的需求，是所有餐饮服务行业必须面对的现实问题。让洛阳Y酒店在今后的经营挑战中获得更好的发展，在竞争中各个方面取得更多优势，是本文探讨的问题。本文针对洛阳市Y酒店营销状况，在综述国内外营销理论的基础上，运用实证分析、问卷调查、STP理论、SWOT矩阵、4C分析等方法，分析和研究了该酒店存在的问题并提出了今后发展的方向和策略。一是对Y酒店所在的洛阳市政治、经济、技术等环境进行研究，明晰了这个地区餐饮行业的发展现状及趋势;二是深入考察了解洛阳市Y酒店的营销状况，认真分析了它的优势、劣势、机会和挑战发现潜在的问题。在对洛阳市Y酒店营销及竞争情况全面研究分析的基础上，针对该酒店存在的市场定位、服务意识、价值考量、各种电子平台的应用等问题，结合内外部资源条件提出了Y酒店营销策略，，包括市场定位、顾客满意策略、顾客成本策略、便利顾客策略、与顾客建立良好沟通策略的营销策略组合。本文的研究根据笔者的问卷调查、实地访问、查询书籍和网络资料编写。笔者较深入的研究了洛阳市Y酒店与营销有关的问题和原因，结合洛阳市新区实际运用酒店营销理论、工具和方法进行了科学的分析，提出了优化的营销策略组合。本文对洛阳市Y酒店的营销水平提高,在细分市场中争取比较竞争优势具有一定的参考价值和指导意义。
[Abstract]:Today, with the rapid development of various industries in China, the catering service industry should seize the opportunity, meet the challenges, and gain more commercial value. The application and research of marketing strategy will be one of the most important tasks. It is a realistic problem that all the catering service industry must face. It is the problem discussed in this article to let Luoyang Y Hotel get better development in the future management challenge and gain more advantages in all aspects of competition. According to the marketing situation of Y Hotel in Luoyang City, based on the summary of marketing theories at home and abroad, this paper makes use of empirical analysis, questionnaire survey and SWOT matrix 4C analysis of STP theory, etc. This paper analyzes and studies the problems existing in the hotel and puts forward the future development direction and strategy. Firstly, it studies the political, economic and technical environment of Luoyang City where Y Hotel is located, and clarifies the present situation and trend of the catering industry in this area; The second is to investigate and understand the marketing situation of Luoyang Y Hotel, and analyze its strengths, weaknesses, opportunities and challenges to discover potential problems. On the basis of a comprehensive study and analysis of the marketing and competition situation of Luoyang Y Hotel, Aiming at the problems of market orientation, service consciousness, value consideration and application of various electronic platforms, this paper puts forward Y hotel marketing strategy, including market positioning, customer satisfaction strategy, customer cost strategy and so on, combined with internal and external resource conditions. Facilitate customer strategy and establish a marketing strategy mix of good communication strategies with customers. According to the author's questionnaire survey, field visit, inquiry books and network information compilation, the author deeply studied the problems and reasons related to marketing of Luoyang Y Hotel. Combined with the actual application of hotel marketing theory, tools and methods in Luoyang New District, this paper makes a scientific analysis, and puts forward an optimized marketing strategy combination. This paper improves the marketing level of Luoyang Y Hotel. It has certain reference value and guiding significance to strive for comparative competitive advantage in subdivision market.
【学位授予单位】：河南科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F719;F274

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