曲阜DF儒家酒店市场营销策略研究

发布时间：2018-05-01 17:42

  本文选题：酒店经营模式 + 儒家文化主题　； 参考：《陕西师范大学》2012年硕士论文

【摘要】：30多年来,中国旅游酒店的数量和规模伴随着中国旅游事业的发展而高速增长,进而形成了以星级旅游酒店为主体的旅游酒店市场激烈竞争的经营格局。作为旅游酒店的经营者面临着如何把握住经营商机,开拓独特的特色经营模式,采用差异化竞争策略来获得更好的竞争优势,使酒店通过为游客提供更高的服务附加值,提升游客的旅游服务满意度的基础上获取更多的利润,从而解决酒店能够在激烈的市场竞争中获得生存与发展的问题。 主题酒店经营模式是近年来从国外引进的一种酒店经营模式,但如何基于中国独特的地域背景和文化氛围,将所依托主题的独特精华内涵沁润于酒店的环境建设、特色服务项目之中,以此来强化酒店经营特色、提升对游客旅游服务的附加效应,目前这个问题尚处于探索阶段,也缺少成熟的经验可以借鉴。本文以曲阜DF儒家酒店的经营管理系统水平的提升过程为例,研讨该酒店如何利用地处孔子故里、儒家发源地这一独特的区域优势与文化底蕴,来构建一种具有儒家魅力的文化主题型酒店的经营模式,以此达到提升酒店的经营收益,获得更好的投资价值的问题。 本文采用了理论分析和实证研究相结合、定性分析与定量分析相结合的方法研究曲阜DF儒家酒店的市场营销策略问题。研讨了如何将儒家文化这一特定的主题灵魂融入到酒店的经营策略中,从如何构建一个感受浓烈儒家文化氛围的酒店经营环境,规划设计独特的儒家文化服务项目与产品,活化儒家主题酒店服务方式的经营策略模式着手,总结了服务产品的设计、价格定位、营销渠道拓展、从业人员培训、企业形象展示和特色服务等实施环节进行把控的经验,形成符合该酒店实际发展需要的市场营销策略。
[Abstract]:Over the past 30 years, the number and scale of tourist hotels in China have increased rapidly with the development of China's tourism industry, which has formed a fierce competition pattern of tourist hotels with star-rated tourist hotels as the main body. As the operators of tourist hotels, they are faced with how to grasp the business opportunities, develop the unique business model, adopt the differentiated competitive strategy to obtain better competitive advantages, and make the hotel provide higher service added value for tourists. In order to solve the problem that hotel can survive and develop in the fierce market competition, we can get more profit on the basis of improving the satisfaction of tourist service. Hotel Theme management model is a kind of hotel management mode introduced from abroad in recent years. However, based on the unique regional background and cultural atmosphere of China, the unique essence of the subject can be applied to the environmental construction of the hotel. Among the characteristic service items, we can strengthen the characteristics of hotel management and enhance the additional effect on tourist tourism service. At present, this problem is still in the exploration stage, and lack of mature experience can be used for reference. Taking the management and management system of the DF Confucian Hotel in Qufu as an example, this paper discusses how to make use of the unique regional advantage and cultural background of being located in the hometown of Confucius and the birthplace of Confucianism. To construct a kind of culture theme hotel management mode with Confucian charm, in order to improve the hotel management income and obtain better investment value. This paper uses the combination of theoretical analysis and empirical research, qualitative analysis and quantitative analysis to study the marketing strategy of Qufu DF Confucian Hotel. This paper discusses how to integrate the soul of Confucian culture into the hotel management strategy, how to construct a hotel management environment with strong Confucian culture atmosphere, and how to plan and design unique Confucian culture service items and products. Activating the management strategy mode of service mode of Hotel Theme of Confucianism, this paper sums up the experience of controlling service product design, price orientation, marketing channel expansion, employee training, corporate image display and characteristic service, etc. Form a marketing strategy that meets the needs of the hotel's actual development.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F719;F274
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本文编号：1830450