沈阳黎明国际酒店市场营销策略研究

发布时间：2018-07-28 16:38

【摘要】：随着我国总体经济的快速发展,高星级酒店不断投入建设和运营,给目前的五星级酒店市场带来较大的冲击,竞争态势日趋白热化。如何在激烈的竞争中,制定符合自身的市场营销策略,调配组织资源,保持可持续竞争优势,取得理想的经济和社会效益,已成为每一个五星级酒店需要解决和面对的棘手课题。本文以沈阳黎明国际酒店的市场营销策略为研究对象,分析民族本土酒店如何利用现代市场营销领域的管理理念和管理手段,以沈阳市高星级酒店市场竞争环境为背景,构建黎明国际酒店市场营销体系,通过制订有效的市场营销策略,整合酒店资源,突出核心产品,创新服务价值,建立服务品牌,实现酒店社会价值与经济价值最大化,确保黎明国际酒店,在未来激烈的高星级酒店市场竞争中占有一席之地。本文以创造卓越顾客价值为核心的4C模型为基本框架,紧紧围绕黎明国际酒店的服务价值创新和客房收入稳定增长为可持续发展的两个关键要素目标,分析顾客、竞争和组织资源,明确市场竞争定位,构建酒店营销策略组合,重点研究酒店的产品价值创新,顾客忠诚度和客户关系管理。此外,由于酒店业是劳动密集型行业,人力资源是企业服务价值和可持续发展的核心资源,在中国已经进入老龄化社会和经济结构面临调整的条件下,如何实现酒店人力资源的科学管理,也将作为本论文研究的重点部分。希望通过本文能对民族品牌酒店业的发展能有一定的借鉴。本文的具体写作章节主要内容如下：第一章主要是本论文的写作思路和技术路线进行描述；第二章主要对沈阳市的高星级酒店市场环境进行分析,包括宏观环境、经济环境、竞争对手进行系统评估；第三章主要围绕黎明国际酒店的内部环境进行分析；第四章主要对黎明国际酒店进行SW0T分析和确定核心竞争策略,并依据核心策略明确市场价值定位；第五章主要进行市场营销组合策略分析和实现营销策略目标而采取的主要措施,将围绕服务价值创新、顾客关系管理和人力资源管理提升为具体研究内容。
[Abstract]:With the rapid development of China's overall economy, high-star hotels have been put into construction and operation, which has brought great impact to the current five-star hotel market, and the competition situation is becoming more and more intense. In the fierce competition, how to make the marketing strategy in accordance with their own, allocate the organization resources, maintain the sustainable competitive advantage, and obtain the ideal economic and social benefits. Has become every five-star hotel needs to solve and face the thorny subject. This paper takes the marketing strategy of Shenyang Liming International Hotel as the research object, analyzes how to utilize the management idea and means in the field of modern marketing, and takes the market competition environment of Shenyang high star hotel as the background. Constructing the marketing system of Dawn International Hotel, making effective marketing strategy, integrating hotel resources, highlighting core products, innovating service value, establishing service brand, realizing the maximization of social value and economic value of hotel. Ensure that Dawn International Hotel will have a place in the future high-star hotel market competition. In this paper, the 4C model with the core of creating outstanding customer value is taken as the basic framework, and the two key factors of sustainable development are the innovation of service value and the steady growth of guest room income, which are closely related to the innovation of service value and the steady growth of guest room income, so as to analyze the customers. Competition and organization of resources, clear positioning of market competition, construction of hotel marketing strategy combination, focus on the hotel product value innovation, customer loyalty and customer relationship management. In addition, as the hotel industry is a labor-intensive industry and human resources are the core resources for the service value and sustainable development of enterprises, China has entered an aging society and is facing adjustment of its economic structure. How to realize the scientific management of hotel human resources will also be the key part of this paper. Hope this article can be used for reference to the development of national brand hotel industry. The main contents of this paper are as follows: the first chapter mainly describes the writing ideas and technical routes of this paper; the second chapter mainly analyzes the market environment of high star hotels in Shenyang, including macro environment, economic environment, The third chapter focuses on the analysis of the internal environment of the Dawn International Hotel, the fourth chapter mainly analyzes the SW0T and determines the core competitive strategy of the Leng International Hotel, and defines the market value orientation according to the core strategy. The fifth chapter mainly carries on the marketing mix strategy analysis and the realization marketing strategy goal to take the main measure, will revolve the service value innovation, the customer relations management and the human resources management promotion concrete research content.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F719

【共引文献】