宁波HJ大酒店营销策略研究

发布时间：2018-05-30 11:25

本文选题：酒店 + 市场　；参考：《宁波大学》2014年硕士论文

【摘要】：近年来全国各地高星级酒店发展速度较快，星级酒店数量逐渐增多。宁波地处发达的东部沿海地区，从宁波酒店业发展现状来看，虽然各星级酒店之间的竞争将会更趋于激烈，但是从宁波星级酒店的长远市场前景来看，依然具有巨大发展潜力。在这样的一个市场环境下，本文以宁波HJ大酒店为研究对象，，运用最新的市场营销和酒店营销理论，结合HJ酒店实际情况，对其营销策略进行探讨。首先通过SWOT分析方法发现，宁波HJ大酒店具有地理位置优越、服务水平优质以及硬件设施较新等优势，同时也存在市场份额较小、品牌影响力不足以及管理人才和水平较弱等问题。虽然政府政策支持旅游业发展以及宁波城市化加快建设等给酒店的发展带来了良好机遇，但是依然存在着国家宏观政策影响、激烈的市场竞争等给酒店带来的威胁。然后通过结合竞争酒店和自身的优劣势分析、差异化竞争分析、市场定位分析等理论进行营销策略分析,确立HJ酒店市场定位和目标,然后从HJ酒店的市场营销策略方案的各个步骤,设计出6P（包括产品策略、价格策略、销售渠道策略、促销策略、政府政策策略、公共关系策略），以及4R（关联策略、反应策略、关系策略、报酬策略）营销实施策略。最后,HJ酒店强调在中央政府“八规六禁”制度调控下，自身需要在不断创新产品、提高服务质量，拓宽营销渠道，改变营销方式等方面做出积极应对。
[Abstract]:In recent years, the development of high-star hotels across the country is fast and the number of star hotels is increasing. Ningbo is located in the developed eastern coastal area. Judging from the present situation of Ningbo hotel industry, although the competition among star-rated hotels will be more intense, the long-term market prospect of Ningbo star-rated hotel still has great development potential. In such a market environment, this paper takes Ningbo HJ Hotel as the research object, using the latest marketing and hotel marketing theory, combined with the actual situation of HJ Hotel, discusses its marketing strategy. Firstly, through SWOT analysis, it is found that Ningbo HJ Hotel has the advantages of superior geographical location, excellent service level and relatively new hardware facilities. At the same time, it also has a small market share. Brand influence is insufficient and management talent and level are weak and so on. Although the government policy supports the development of tourism and the urbanization of Ningbo brings good opportunities for the development of hotels, but there are still national macro policy impact, fierce market competition and other threats to hotels. Then, through the combination of competitive hotel and its own advantages and disadvantages analysis, differential competition analysis, market positioning analysis and other theories of marketing strategy analysis, establish HJ hotel market positioning and objectives. Then 6P (including product strategy, price strategy, sales channel strategy, sales promotion strategy, government policy strategy, public relations strategy, and 4R strategy) is designed from each step of the marketing strategy program of HJ Hotel, which includes product strategy, price strategy, sales channel strategy, promotion strategy, government policy strategy, public relations strategy, and 4R (linkage strategy, response strategy). Relationship strategy, reward strategy) marketing implementation strategy. Finally, HJ Hotel emphasizes that under the control of the "eight rules and six prohibitions" system of the central government, it needs to make positive responses in innovating products, improving service quality, widening marketing channels, changing marketing methods and so on.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F719;F274

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