南宁市WD酒店营销策略研究

发布时间：2018-03-07 04:15

本文选题：WD　切入点：酒店　出处：《广西大学》2012年硕士论文　论文类型：学位论文

【摘要】：酒店的营销策略研究是一个长盛不衰的研究命题。随着时代的发展,市场环境的变化以及消费者行为出现分异,不同酒店在营销面临的困境、问题诊断以及策略上既存在共性,也存在差异。南宁市WD酒店作为区域性的高星级重要酒店,其营销面临的问题及其原因在西部地区具有一定的典型性。论文从相关理论与实践出发,运用文献分析与深度访谈调查等研究方法,对南宁市WD的营销现状进行了梳理,分析了该酒店在营销上存在的四大问题分别是：忽略了日益扩大的中高端旅游市场、顾客导向营销理念认识不足、条块分割管理模式影响整体营销以及关系营销的具体措施不足。论文在分析这些营销问题产生的原因时,不但揭示了问题出现的直接原因,而且透过酒店行业的运行环境和现实,阐明了营销困境存在的深层次矛盾。研究认为：WD酒店应该针对南宁市国际旅游集散中心的地位以及日益扩大的旅游接待量有所作为。特别是在针对中高端旅游者市场的酒店营销以及市场份额的抢占上实现新的跨越。
[Abstract]:With the development of the times, the change of the market environment and the differentiation of the consumer behavior, different hotels are faced with the dilemma of marketing, the problem diagnosis and the strategy both have the common character, with the development of the hotel marketing strategy is a long and prosperous research propositions, with the development of the times, the change of the market environment and the consumer behavior are different. There are also differences. As a regional high star hotel, the marketing problems and causes of WD hotel in Nanning are typical in the western region. By using the methods of literature analysis and in-depth interview investigation, this paper combs the marketing situation of WD in Nanning, and analyzes the four major problems in marketing of this hotel: neglecting the expanding middle and high-end tourism market. The concept of customer-oriented marketing is not well understood, and the specific measures to influence the overall marketing and relational marketing are not enough. When analyzing the causes of these marketing problems, the paper not only reveals the direct causes of the problems. And through the operating environment and reality of the hotel industry, The paper clarifies the deep contradiction of marketing dilemma. The research thinks that the W WD hotel should be aimed at the status of Nanning's international tourism distribution center and the increasing number of tourist reception, especially in the case of middle and high-end tourists. Hotel marketing and market share of the market to achieve a new leap.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F719

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