DM大酒店营销策略创新研究

发布时间：2019-02-15 22:35

【摘要】：我国酒店业现已进入整合并购和资本运营的阶段。从改革开放开始,酒店业已呈现出快速发展的态势,而与国外酒店管理不同的是,国内大多数酒店并未运用先进的管理方法,仅仅凭借经验进行管理。除去内部因素,更有来自国际品牌酒店的竞争冲击。故本文重点在于研究国内酒店如何有效的开展对应的营销策略来缓解竞争冲击。本文观点基于阅读了大量参考文献,将2008年金融危机席卷全球后的经济市场作为背景,研究分析我国酒店业如何在行业大洗牌的背景下,开展提高规模经济和范围经济的新型经营模式。国内经济和交通发展飞猛,包括广西在内的中西部地区已逐渐成为经济增长的新亮点,由于产业转移带来的各类企业投资和商务活动,也带动了酒店业的相关需求。所以,南宁区域对商务酒店的市场需求也是呈现逐步上升的趋势。可是有需求的同时也就有竞争,国内酒店如今正面临着巨大经营压力。国内酒店如何缓解这些压力,取决酒店自身是否重视营销策略。本文的研究对象是南宁DM大酒店,其消费群体是以中高端客户为主,本文结合酒店自身产品的特点,以营销策略创新理论为研究基础,对DM大酒店现有硬件、软件进行分析,结合内外部环境进行总结,得出创新营销策略规划。通过以上分析,探索出国内单体商务酒店的未来要采取的营销新模式,以在实际运营过程中达到理论操作最大化,提高DM大酒店的整体收益,也为单体酒店的整体发展提供一定的参考意义。
[Abstract]:China's hotel industry has entered the stage of integration of mergers and acquisitions and capital operation. From the beginning of reform and opening up, the hotel industry has shown a rapid development trend, and unlike foreign hotel management, most hotels in China do not use advanced management methods, only rely on experience to manage. Apart from internal factors, more from the international brand hotel competition impact. Therefore, this paper focuses on how to effectively develop the domestic hotel marketing strategy to mitigate the impact of competition. Based on reading a large number of references and taking the economic market after the financial crisis swept the world in 2008 as the background, this paper studies and analyzes how to reshuffle the hotel industry in our country under the background of industry reshuffle. To develop a new business model that improves economies of scale and economies of scope. With the rapid development of domestic economy and transportation, the central and western regions, including Guangxi, have gradually become a new bright spot of economic growth. As a result of industrial transfer, various kinds of enterprise investment and business activities have also brought about the related demand of hotel industry. Therefore, the market demand for The Business Inn in Nanning region is also showing a rising trend. However, there is demand at the same time there is competition, domestic hotels are now facing enormous operating pressure. How domestic hotels relieve these pressures depends on whether they attach importance to marketing strategies. The research object of this paper is Nanning DM Hotel, and its consumption group is mainly middle and high-end customers. This paper analyzes the existing hardware and software of the DM Hotel on the basis of marketing strategy innovation theory and the characteristics of its own products. Combined with the internal and external environment to sum up, the innovative marketing strategy planning. Through the above analysis, explore the domestic single The Business Inn in the future to adopt a new marketing model, in order to achieve the maximum theoretical operation in the actual operation process, improve the overall revenue of the DM hotel, Also for the overall development of the single hotel to provide a certain reference significance.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.2;F274

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