西安经发国际大酒店营销策略研究
发布时间：2018-09-10 10:01
【摘要】：尽管陕西地处欠发达的西部地区,但近年来陕西星级酒店发展速度较快,星级酒店数量逐渐增多。从西安酒店业发展现状可见,未来西安星级酒店具有巨大发展潜力,同时各星级酒店之间的竞争将会更加激烈。在上述背景下,本文以西安经发国际大酒店为研究对象,在分析其营销环境的基础上设计了其营销策略,以期有助于西安经发国际大酒店能够准确把握市场机遇,提高营销水平,提高其在西安市场上的竞争力。 针对西安酒店业市场的严峻竞争形势,西安经发国际大酒店采取了若干营销措施,但是,没有形成一个较为完整的营销方案,无论是在营销管理理念上,还是在具体的营销策略上都没能紧跟市场步伐,这不利于西安经发国际大酒店的可持续发展。通过SWOT分析发现,西安经发国际大酒店具有地理位置优越、服务标准严格、债务负担小以及人力资源雄厚等优势,同时也存在部分设施陈旧、客房量过少、缺少大型会议室以及中层管理干部结构不合理等问题。虽然,西安经发国际大酒店面临着市场竞争激烈、宏观政策影响大的威胁,但是旅游业发展、政府政策支持以及西安国际化大都市建设等给酒店的发展带来了良好机遇。西安经发国际大酒店的目标市场定位在高端商务市场,酒店以高端的商务企业和商务人士、政务接待、高标准的商务会议和宴会接待为主,其他市场为辅。酒店在产品策略方面,首先应当扩大客房量,其次应当对酒店客房进行重新配置以提供舒适服务,还应当继续提高服务质量和服务水平。在价格策略方面,除了采取会员VIP制策略之外,还应当采取折扣策略,折扣策略具有多种形式,主要可以采取时段折扣、设置钟点房价格、网上优惠、餐饮优惠策略、停车优惠策略以及季节折扣等。在渠道策略方面,不仅要巩固中间商渠道建设,而且要开发新的酒店销售渠道,加快实行网络营销策略,同时加强会员制建设。在促销策略方面,应当采取直接人员促销为主、间接促销为辅的促销策略。此外,酒店在今后的经营发展过程中主要在客户、关联方和政府三个层面上建立关系营销,实现双赢互惠、可持续发展。
[Abstract]:Although Shaanxi is located in the underdeveloped western region, in recent years, the development of star hotels in Shaanxi is relatively fast, and the number of star hotels is gradually increasing. It can be seen from the present situation of hotel industry in Xi'an that Xi'an star hotels will have great development potential in the future and the competition among star hotels will be more intense. Under the above background, this article takes the Xi'an Economic Development International Hotel as the research object, designs its marketing strategy on the basis of analyzing its marketing environment, in order to help Xi'an Economic Development International Hotel to grasp the market opportunity accurately. Improve marketing level, improve its competitiveness in Xi'an market. In view of the severe competition situation in the hotel market of Xi'an, Xi'an Economic Development International Hotel has taken some marketing measures, but has not formed a relatively complete marketing plan, whether in the concept of marketing management, Or in the specific marketing strategy did not keep up with the pace of the market, which is not conducive to the sustainable development of Xi'an Economic Development International Hotel. Through SWOT analysis, it is found that Xian Jingfa International Hotel has the advantages of superior geographical location, strict service standards, small debt burden and abundant human resources. At the same time, some facilities are old and the number of guest rooms is too small. Lack of large conference room and middle management cadre structure is unreasonable and so on. Although the Xi'an Economic Development International Hotel is facing the threat of fierce market competition and macro policy influence, the development of tourism industry, government policy support and the construction of Xi'an international metropolis have brought good opportunities for the development of the hotel. The target market of Xi'an Jingfa International Hotel is in the high-end business market, the hotel is supplemented by high-end business enterprises and business people, government affairs reception, high standard business meeting and banquet reception, and other markets. In terms of product strategy, first of all, the hotel should expand the number of rooms, secondly, it should reconfigure the hotel rooms to provide comfortable service, and should continue to improve the service quality and service level. In price strategy, in addition to adopting the member VIP system strategy, we should also adopt discount strategy, discount strategy has many forms, mainly can take time discount, set hourly room price, online discount, catering preferential strategy, Parking discount strategy and seasonal discount, etc. In the aspect of channel strategy, we should not only consolidate the channel construction of middleman, but also develop new hotel sales channel, accelerate the implementation of network marketing strategy, and strengthen the construction of membership system at the same time. In the aspect of promotion strategy, we should adopt direct promotion strategy with indirect promotion as supplementary strategy. In addition, the hotel in the future business development process mainly in the customer, related party and government three levels of relationship marketing, to achieve win-win mutual benefit, sustainable development.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F719;F274
本文编号：2234127
[Abstract]:Although Shaanxi is located in the underdeveloped western region, in recent years, the development of star hotels in Shaanxi is relatively fast, and the number of star hotels is gradually increasing. It can be seen from the present situation of hotel industry in Xi'an that Xi'an star hotels will have great development potential in the future and the competition among star hotels will be more intense. Under the above background, this article takes the Xi'an Economic Development International Hotel as the research object, designs its marketing strategy on the basis of analyzing its marketing environment, in order to help Xi'an Economic Development International Hotel to grasp the market opportunity accurately. Improve marketing level, improve its competitiveness in Xi'an market. In view of the severe competition situation in the hotel market of Xi'an, Xi'an Economic Development International Hotel has taken some marketing measures, but has not formed a relatively complete marketing plan, whether in the concept of marketing management, Or in the specific marketing strategy did not keep up with the pace of the market, which is not conducive to the sustainable development of Xi'an Economic Development International Hotel. Through SWOT analysis, it is found that Xian Jingfa International Hotel has the advantages of superior geographical location, strict service standards, small debt burden and abundant human resources. At the same time, some facilities are old and the number of guest rooms is too small. Lack of large conference room and middle management cadre structure is unreasonable and so on. Although the Xi'an Economic Development International Hotel is facing the threat of fierce market competition and macro policy influence, the development of tourism industry, government policy support and the construction of Xi'an international metropolis have brought good opportunities for the development of the hotel. The target market of Xi'an Jingfa International Hotel is in the high-end business market, the hotel is supplemented by high-end business enterprises and business people, government affairs reception, high standard business meeting and banquet reception, and other markets. In terms of product strategy, first of all, the hotel should expand the number of rooms, secondly, it should reconfigure the hotel rooms to provide comfortable service, and should continue to improve the service quality and service level. In price strategy, in addition to adopting the member VIP system strategy, we should also adopt discount strategy, discount strategy has many forms, mainly can take time discount, set hourly room price, online discount, catering preferential strategy, Parking discount strategy and seasonal discount, etc. In the aspect of channel strategy, we should not only consolidate the channel construction of middleman, but also develop new hotel sales channel, accelerate the implementation of network marketing strategy, and strengthen the construction of membership system at the same time. In the aspect of promotion strategy, we should adopt direct promotion strategy with indirect promotion as supplementary strategy. In addition, the hotel in the future business development process mainly in the customer, related party and government three levels of relationship marketing, to achieve win-win mutual benefit, sustainable development.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F719;F274
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