成都JL宾馆营销策略研究

发布时间：2018-06-10 05:43

本文选题：JL宾馆 + 营销　；参考：《四川师范大学》2013年硕士论文

【摘要】：酒店业是旅游业的重要组成部分，随着旅游业的快速发展而日益兴旺。与此同时，随着各类酒店数量的快速增长、竞争方式的逐渐改变、管理水平的日益提高，酒店之间的竞争也达到了更加白热化的程度。营销自然成为共同关注的焦点，因而营销的不断创新也就成为提高酒店市场竞争力的最根本、最有效的途径之一。探讨和研究酒店营销模式的内容和特点，并在理论和实践上有所突破，对于推动酒店企业参与市场竞争和占领更加广泛的市场，具有重要的理论意义和现实意义。本文围绕酒店行业的发展趋势和成都酒店业竞争环境的变化，着重对成都JL宾馆的营销策略进行相关的研究与探讨。按照市场定位理论和4P营销策略框架，，从成都JL宾馆的市场细分、目标市场选择、市场定位出发，通过对成都酒店市场的竞争状况、酒店消费者行为等方面的调查分析，了解成都酒店行业的现状及市场前景，对成都JL宾馆的目标市场选择和市场定位进行明确。最后，论述了成都JL宾馆的市场营销策略的每一环节，为提高成都JL宾馆的市场盈利能力，保持竞争优势提出实施方案。本文的研究注重实践与理论相结合，可以使成都JL宾馆更加清楚而科学地认识其所面临的环境及组织管理中存在的一些问题，从而指导宾馆在未来一个相当长的时期内的经营活动。
[Abstract]:Hotel industry is an important part of tourism, with the rapid development of tourism and increasingly prosperous. At the same time, with the rapid growth of the number of all kinds of hotels, the gradual change of competition mode and the improvement of management level, the competition between hotels has reached a more intense degree. Marketing has naturally become the focus of common concern, so the continuous innovation of marketing has become one of the most fundamental and effective ways to improve the competitiveness of hotel market. This paper discusses and studies the contents and characteristics of hotel marketing model, and makes some breakthroughs in theory and practice, which will promote hotel enterprises to participate in market competition and occupy a wider market. This paper focuses on the development trend of the hotel industry and the changes of the competitive environment of Chengdu hotel industry, focusing on the relevant research and discussion on the marketing strategy of Chengdu JL Hotel. According to the market positioning theory and 4P marketing strategy framework, from the market segmentation, target market selection and market positioning of Chengdu JL Hotel, this paper analyzes the competition situation of Chengdu hotel market, hotel consumer behavior and so on. Understand the present situation and market prospect of Chengdu hotel industry, and define the target market choice and market orientation of Chengdu JL Hotel. Finally, this paper discusses every link of the marketing strategy of Chengdu JL Hotel, and puts forward the implementation plan to improve the market profitability and maintain the competitive advantage of Chengdu JL Hotel. The research in this paper pays attention to the combination of practice and theory. It can make the JL hotel in Chengdu know more clearly and scientifically some problems in its environment and organization management, and guide the management activities of the hotel in a long period in the future.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F719

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