保定市M酒店的营销策略研究

发布时间：2018-06-26 18:53

本文选题：M酒店 + 绿色营销　；参考：《河北大学》2012年硕士论文

【摘要】：改革开放以来，酒店业作为我国旅游产业的重要组成部分，无论是从数量上还是规模上都得到了长足的发展。加入WTO之后，，我国酒店业又迎来了新的机遇。与此同时，酒店间的竞争也越来越激烈。酒店的发展极具挑战性。特别是在酒店经营理念呈现出新的发展趋势，营销观念也发生新的变化的情况下，酒店要想在这样的背景下继续生存，就必须推陈出新，改变传统的营销思路，以市场为导向制定出更加合理的营销策略。本文以保定市M酒店为研究对象，笔者花大量时间获得了较多的一手资料，在对有关营销理论和酒店营销策略文献进行研究的同时，又对M酒店的营销策略进行了深入的探讨。如何使一家二线城市的五星级酒店能够在激烈的竞争中脱颖而出，成了本论文的研究目的。为此,笔者调查了M酒店的营销现状，并找出了目前经营中存在的问题,运用SWOT分析法，指出了酒店的战略方向。可以概括为：创新产品，开拓市场；更新硬件设施，加大宣传力度；实行精细化管理；业务的重新调整。最后结合4P、4C及4R营销组合策略和绿色营销策略理论，对M酒店的营销可控因素进行了重新组合，提出了适合M酒店的营销组合策略——产品策略、销售渠道策略、促销策略及绿色营销策略。以此来提高M酒店的核心竞争力，增加市场盈利。本文的选题具有一定的现实意义和研究价值，运用了管理学的相关研究方法，所得结论具有一定的科学性和前瞻性，并对同类型酒店企业的市场营销具有一定的指导意义。
[Abstract]:Since the reform and opening up, the hotel industry, as an important part of the tourism industry in China, has made great progress both in quantity and scale. After joining WTO, the hotel industry of our country ushered in new opportunity again. At the same time, the competition between hotels is becoming more and more fierce. The development of the hotel is very challenging. Especially in the new development trend of the hotel management concept and the new change in the marketing concept, if the hotel wants to survive in such a background, it must bring forth the new and change the traditional marketing thinking. Market-oriented development of a more reasonable marketing strategy. This article takes Baoding M Hotel as the research object, the author spends a lot of time to obtain more primary materials, while carries on the research to the related marketing theory and the hotel marketing strategy literature, has carried on the thorough discussion to the M hotel marketing strategy at the same time. How to make a five-star hotel in a second-class city stand out in the fierce competition has become the purpose of this paper. Therefore, the author investigates the marketing situation of M hotel, finds out the problems existing in the current management, and points out the strategic direction of the hotel by using SWOT analysis method. Can be summarized as: innovative products, open up the market; update hardware facilities, increase publicity; implementation of fine management; business restructuring. Finally, combining the marketing combination strategy of 4PX 4C and 4R and the theory of green marketing strategy, this paper recombines the controllable factors of M hotel's marketing, and puts forward the marketing combination strategy, product strategy and sales channel strategy suitable for M hotel. Promotion strategy and green marketing strategy. In order to improve the core competitiveness of M hotel, increase market profitability. The topic of this paper has certain practical significance and research value, has used the management related research method, the conclusion has certain scientific and forward-looking, and has certain guiding significance to the same type hotel enterprise's marketing.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F719;F274

【参考文献】