大连假日酒店关系营销研究

发布时间：2018-01-20 07:56

本文关键词： 酒店营销关系营销顾客满意度假日酒店　出处：《昆明理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：伴随着中国的改革开放大潮和中国经济的蓬勃发展,中国国民经济的增长,中国居民生活水平的提高,与此同时,中国企业之间的竞争也越来越激烈。传统意义上的营销方式和方法已经跟不上服务业的发展步伐并且已起不到相应的作用。为了更好的留住顾客,提高顾客满意度,使企业在激烈的环境中得到发展,关系营销对于企业的发展是必不可少的。但如何有针对性的实施关系营销,则需企业根据自身的现状做出合理的规划。本文以大连假日酒店为例对其进行研究分析,为酒店关系营销的实施提供一些参考。文章对国内外关于关系营销的相关理论进行了梳理;对关系营销理论的发展状况进行了总结;对关系营销以传统营销进行了对比;阐述了关系营销的层次以及市场细分的概念、细分方法以及意义。本文以大连假日酒店为研究对象,从酒店基本情况、市场细分,酒店的优势以及目前酒店营销中所存在的问题等方面对大连假日酒店的营销现状进行了分析。运用德尔菲法确定大连假日酒店的关系营销体系指标,并采用模糊综合评价法对该体系的合理性进行判断。最后给出了大连假日酒店在实施关系营销时的保障措施。
[Abstract]:With the great tide of China's reform and opening up and the vigorous development of China's economy, the growth of China's national economy, the improvement of the living standards of Chinese residents, at the same time. Traditional marketing methods and methods have not kept pace with the development of the service industry and have not played a corresponding role in order to better retain customers. Improve customer satisfaction, so that enterprises in the fierce environment to develop, relationship marketing is essential for the development of enterprises. But how to implement targeted relationship marketing. Enterprises need to make a reasonable plan according to their own situation. This paper takes the Dalian Holiday Inn as an example to study and analyze it. To provide some reference for the implementation of hotel relationship marketing. The development of relationship marketing theory is summarized. The relationship marketing is compared with traditional marketing. This paper describes the level of relationship marketing and the concept of market segmentation, segmentation methods and significance. This paper takes Dalian Holiday Inn as the research object, from the hotel basic situation, market segmentation. The advantages of hotel and the problems existing in hotel marketing are analyzed. The relationship marketing system index of Dalian Holiday Inn is determined by Delphi method. The rationality of the system is judged by fuzzy comprehensive evaluation method. Finally, the guarantee measures of Dalian Holiday Inn in implementing relationship marketing are given.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.2;F274

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