经济型酒店差异化营销战略研究

发布时间：2018-05-05 13:16

本文选题：经济型酒店 + 差异化营销　；参考：《华侨大学》2012年硕士论文

【摘要】：对经济型酒店的市场进行展望，我们可以发现，经济型酒店在经历过十年的爆发性成长后，不可避免地将进入一个调整期，而这一个调整期也许就在今年，或者明年，借着中国经济的重新洗牌，经济型酒店也将面临一次重新洗牌的机会，到时候的市场并购和联盟现象将是一种趋势。从目前的情况看，国外的酒店业巨头进入中国的时间较晚，这给了我们经济型酒店一次站在同一起跑线上的机会，中国国内经济型酒店应该利用这次市场调整的时机，，发挥本土优势，积极投身于这场市场竞争中。如中国国内的锦江之星、如家、七天连锁酒店等都在积极的扩张，跑马圈地似的应对未来的这场战役。如家、七天酒店是处于这个高速成长行业中的有竞争力的公司，发展前景及增长潜力都有着很好的预期。从创立之初，如家、七天酒店就津贴市场和客户，高度的市场敏感与市场反应能力，使其迅速扩张为连锁经营的经济型酒店的全国性集团公司，这些都与其差异化的营销策略分不开关系。如差异化的服务手段、差异化数据库模式（会员制）、差异化的网络促销模式（较高互联网关键词投入），等等。这些都不失为当今其他经济型酒店学习借鉴的对象。本文通过对中国经济型酒店所处状况的分析，指出了经济型酒店在中国的缺陷与不足，如服务不具备标准化，品牌知名度不够，没有合理利用网络资源等。并对中国经济型酒店可能会采取的营销战略进行充分的分析，如利用STP策略，4P策略等营销分析框架，综合考虑经济型酒店的内外部条件，进行系统分析，为接下去提供解决策略做好铺垫。而后，文章重点分析了如家、七天酒店的差异化营销战略，从品牌差异化、连锁方式差异化、服务差异化、网络使用差异化等分析了如家、七天酒店的差异化营销状况，并据此指出了面对新一轮的市场调整，经济型酒店可以采取那些策略予以应对。
[Abstract]:Looking forward to the market of economy hotels, we can find that after a decade of explosive growth, economic hotels will inevitably enter a period of adjustment, which may take place this year or next year. With the reshuffle of China's economy, economy hotels will also face an opportunity to reshuffle, and market M & A and alliance will be a trend. Judging from the current situation, foreign hotel giants entered China relatively late, which gave us an opportunity to stand at the same starting line for economic-type hotels. China's domestic economy-type hotels should take advantage of this time to adjust the market. Give play to the local advantage, actively participate in this market competition. Such as China's domestic Jinjiang Star, such as home, seven-day hotel chain are actively expanding, horse racing to cope with the future of the battle. Like home, Seven days Hotel is a competitive company in this high-speed growing industry with good prospects and growth potential. From the beginning of its founding, such as home, seven days of hotel subsidies on the market and customers, a high degree of market sensitivity and market responsiveness, so that it rapidly expanded into a chain of economic hotels of the national conglomerate, These all with its differentiated marketing strategy inseparable from the relationship. Such as differentiated service means, differentiated database model (membership system, differentiated network promotion model) (higher Internet keyword input, etc. These can be regarded as the object of learning from other economic hotels. Based on the analysis of the situation of economic hotels in China, this paper points out the defects and shortcomings of economic hotels in China, such as the lack of standardization of service, the lack of brand awareness, the lack of rational use of network resources, and so on. It also makes a full analysis of the marketing strategies that may be adopted by economy hotels in China, such as using the marketing analysis framework such as STP strategy / 4P strategy, and synthetically considering the internal and external conditions of economy hotels, and carries on a systematic analysis. For the next to provide a solution strategy to do a good job. Then, the article focuses on the analysis of the differentiated marketing strategy of Rujia, seven-day hotels, and analyzes the marketing situation of the hotels such as home and seven days from brand differentiation, chain mode differentiation, service differentiation, network use differentiation, etc. In the face of the new round of market adjustment, the economic hotel can take the strategy to deal with it.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F719

【参考文献】