大连绿之都酒店营销策略研究

发布时间：2018-07-29 15:23

【摘要】：随着中国经济的快速发展,旅游需求强劲增长。在这一势头的推动下,国际酒店集团不断增加投资,连锁酒店持续扩大酒店网络及进行圈地运动。与此同时,随着全国各地酒店数量的快速增加,市场的激烈竞争更是有增无减,潜在供需失衡,微利时代已经来临。大连绿之都酒店是跨界创新发展的企业之一,酒店将原先休闲度假酒店与新建商务酒店结合在一起经营,更好地适应了不同细分市场的需要。但当前的营销过程中,酒店仍存在着诸如竞争压力大、管理体系不健全、员工基础欠佳等困难。本文借助波特五力分析模型从行业整体的竞争状态以及产品和服务普及情况等方面进行分析。接着,利用SWOT分析法、细分市场分析等市场营销学相关理论与研究成果,从宏观和微观两个层面详细的分析了酒店所面临的机遇和威胁,并客观识别出酒店所拥有的优势与劣势,从而明确了酒店“以中端散客为主体,中低端团体客源择优支持”的营销目标市场。在对现有情况分析的基础上,大连绿之都酒店在产品、价格、渠道和促销四个方面制定出与目标市场相匹配的营销策略,并突出基于客源层次的营销策略；最后,对酒店提出在制度及程序、人力资源、财务等方面的一系列改善措施,为营销策略的有效实施提供了保证。本文希望通过研究,针对大连绿之都酒店的具体情况提出相应的市场营销策略及其保障措施,促进酒店的营销管理工作的改进,并为其他酒店实施有效的营销策略提供借鉴作用。
[Abstract]:With the rapid development of China's economy, tourism demand is growing strongly. Driven by this momentum, international hotel groups continue to increase investment, chain hotels continue to expand the hotel network and land enclosure. At the same time, with the rapid increase in the number of hotels throughout the country, the fierce competition in the market is increasing, the potential supply and demand imbalance, the era of marginal profit has come. Dalian Green City Hotel is one of the enterprises with cross-border innovation and development. The hotel combines the original Chillout Resort with the new The Business Inn to better meet the needs of different segments of the market. However, in the current marketing process, there are still some difficulties such as high competitive pressure, imperfect management system, poor staff base and so on. This paper analyzes the competitive state of the whole industry and the popularity of products and services with the help of Porter's five-force analysis model. Then, using the SWOT analysis method, market segmentation analysis and other related theories and research results of marketing, from the macro and micro levels of the detailed analysis of the opportunities and threats facing the hotel, And objectively identify the advantages and disadvantages of the hotel, so as to clarify the hotel "the middle end of the individual as the main body, middle and low end group customer selection support" marketing target market. On the basis of the analysis of the existing situation, Dalian Green City Hotel formulates the marketing strategy matching with the target market in four aspects: product, price, channel and promotion, and highlights the marketing strategy based on the customer source level. This paper puts forward a series of improvement measures in system and procedure, human resources, finance and so on, which provides guarantee for the effective implementation of marketing strategy. This article hopes to put forward the corresponding marketing strategy and its safeguard measures according to the specific situation of Dalian Green City Hotel, and to promote the improvement of hotel marketing management. And for other hotels to implement effective marketing strategy to provide reference.
【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

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