汉庭酒店服务营销组合策略研究
发布时间：2018-12-12 02:17
【摘要】：随着近年来我国经济的迅猛发展和产业结构的不断调整，旅游业的发展对我国经济形势起到巨大的影响，在整个产业中的地位和经济作用也在逐步加深，并带动了其他相关行业。同时，由于国际间和国内的各区域经济交流的频繁，各种展业和技术交流等商务会议的增加，从商人员和政府人员出外学习与沟通的机会更多经济型酒店所推崇的低价格、高品质，标准化的服务和品牌连锁化经营被广大消费者熟悉并认同。 汉庭酒店作为经济型酒店的典型代表也开始步入了以打造服务营销为核心的重点发展时期，在保持现有客源和进一步拓展市场潜在新客源的需求推动下，市场对汉庭酒店自身的服务营销修炼提出了新的要求。本文先是对国内外经济型酒店和服务营销的相关理论进行了系统阐述。在此基础上，本文采取实地考察、内部调研、网络查询等方式对国内汉庭酒店的内外部环境进行全面介绍。同时，认真分析了当前汉庭酒店的现状和在经营中存在的问题和存在问题的原因。最后，文章通过提出一些有关汉庭酒店的服务营销策略，以使其能在经济型酒店市场能够顺利的发展。 通过系统研究，本文对目前汉庭酒店现状做出了比较全面客观的诊断，阐明了汉庭酒店作为经济型酒店的服务营销原则及思路，并结合国内发展实际需要，提出了该经济型品牌连锁酒店服务营销的对策及方法。对于进一步搞好汉庭酒店的品牌建设，提高核心竞争力具有一定的现实指导意义，将会促进汉庭酒店未来的发展。
[Abstract]:With the rapid development of our economy and the constant adjustment of the industrial structure in recent years, the development of tourism has a great impact on the economic situation of our country, and the position and economic role in the whole industry are also gradually deepening. And drive other related industries. At the same time, due to the frequent economic exchanges between the international and domestic regions, and the increase in various business conferences, such as exhibitions and technical exchanges, the opportunities for businessmen and government personnel to go out to study and communicate with each other have become more affordable, as advocated by budget hotels. High-quality, standardized service and brand chain management is familiar and recognized by consumers. As a typical representative of economy hotel, Hanting Hotel has also stepped into the key period of developing service marketing as the core, driven by the demand of maintaining the existing tourist resources and further expanding the potential new customers in the market. The market has put forward new requirements for the service marketing training of Hanting Hotel itself. Firstly, this paper systematically expounds the theory of economy hotel and service marketing at home and abroad. On this basis, this paper introduces the internal and external environment of Hanting Hotel in China by means of field investigation, internal investigation, network inquiry and so on. At the same time, it analyzes the present situation of Hanting Hotel and the problems and reasons. Finally, the article puts forward some service marketing strategies about Hanting Hotel so that it can develop smoothly in the economy hotel market. Through systematic research, this paper makes a relatively comprehensive and objective diagnosis of the present situation of Hanting Hotel, expounds the service marketing principles and ideas of Hanting Hotel as an economic hotel, and combines with the actual needs of domestic development. This paper puts forward the countermeasures and methods of service marketing of the economic brand hotel chain. It will promote the development of Hanting Hotel in the future.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F719;F274
[Abstract]:With the rapid development of our economy and the constant adjustment of the industrial structure in recent years, the development of tourism has a great impact on the economic situation of our country, and the position and economic role in the whole industry are also gradually deepening. And drive other related industries. At the same time, due to the frequent economic exchanges between the international and domestic regions, and the increase in various business conferences, such as exhibitions and technical exchanges, the opportunities for businessmen and government personnel to go out to study and communicate with each other have become more affordable, as advocated by budget hotels. High-quality, standardized service and brand chain management is familiar and recognized by consumers. As a typical representative of economy hotel, Hanting Hotel has also stepped into the key period of developing service marketing as the core, driven by the demand of maintaining the existing tourist resources and further expanding the potential new customers in the market. The market has put forward new requirements for the service marketing training of Hanting Hotel itself. Firstly, this paper systematically expounds the theory of economy hotel and service marketing at home and abroad. On this basis, this paper introduces the internal and external environment of Hanting Hotel in China by means of field investigation, internal investigation, network inquiry and so on. At the same time, it analyzes the present situation of Hanting Hotel and the problems and reasons. Finally, the article puts forward some service marketing strategies about Hanting Hotel so that it can develop smoothly in the economy hotel market. Through systematic research, this paper makes a relatively comprehensive and objective diagnosis of the present situation of Hanting Hotel, expounds the service marketing principles and ideas of Hanting Hotel as an economic hotel, and combines with the actual needs of domestic development. This paper puts forward the countermeasures and methods of service marketing of the economic brand hotel chain. It will promote the development of Hanting Hotel in the future.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F719;F274
【参考文献】
相关期刊论文 前3条
1 杨秋霞;;辽宁省经济型酒店服务营销策略研究[J];环渤海经济w，
本文编号：2373707
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