YL酒店市场营销策略研究

发布时间：2017-12-31 07:12

本文关键词：YL酒店市场营销策略研究　出处：《郑州大学》2017年硕士论文　论文类型：学位论文

【摘要】：近些年来,随着我国经济和城市化的快速发展,酒店行业逐步成为我国第三产业中的支柱,呈现出高速增长的态势,酒店行业也在社会发展和人民日常生活中发挥着重要的作用。与此同时,酒店行业发展也面临的一系列现实问题,难以满足快速发展的市场需求。如何合理运用营销策略突破发展瓶颈,提升竞争优势,对所有酒店发展都至关重要。本文以YL酒店为研究对象,从4P角度介绍了YL酒店在产品、价格、渠道和促销方面的营销现状,深入分析其存在的营销问题,如市场定位不明确,服务产品更新难以满足顾客需求,促销形式和便捷方式较为单一,与顾客沟通不足,电子营销不充分等。在此基础上,从消费方式和消费能力角度对市场进行具体的细分,把商务宴会、婚喜寿宴、政务接待、旅游等作为目标市场。针对市场定位,结合内外部资源条件,从4C的角度提出营销策略的具体优化措施:一是满足顾客对YL酒店服务产品和服务的品质需求;二是为顾客提供更多便利优惠,帮助顾客节省时间,降低消费成本;三是要注重加强与顾客的沟通,通过面对面互动和网络平台保持与顾客顺畅高效沟通。这些相关优化措施的提出,对YL酒店营销战略的调整和竞争力的提升具有重要的意义。
[Abstract]:In recent years, with the rapid development of China's economy and urbanization, the hotel industry has gradually become the pillar of the tertiary industry in China, showing a rapid growth trend. Hotel industry also plays an important role in the social development and people's daily life. At the same time, the hotel industry also faces a series of practical problems. It is difficult to meet the rapid development of the market demand. How to use marketing strategy to break through the bottleneck of development and improve the competitive advantage is very important to the development of all hotels. This paper takes YL Hotel as the research object. This paper introduces the marketing situation of YL hotel in the aspects of product, price, channel and promotion from 4P angle, and deeply analyzes its marketing problems, such as unclear market position and difficulty in updating service products to meet customers' needs. The promotion form and convenient way is relatively single, the communication with the customer is insufficient, the electronic marketing is insufficient and so on. On this basis, carries on the concrete subdivision to the market from the consumption way and the consumptive ability angle, carries on the business banquet. Wedding feast, government reception, tourism as the target market. For market positioning, combined with internal and external resource conditions. From the point of view of 4C, the specific optimization measures of marketing strategy are put forward: first, to meet the customer's quality demand for YL hotel service products and services; The second is to provide customers with more convenient concessions to help customers save time and reduce consumption costs; Third, we should pay attention to strengthen the communication with customers, maintain smooth and efficient communication with customers through face-to-face interaction and network platform. YL hotel marketing strategy adjustment and competitiveness of the promotion of important significance.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.2;F274

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