JD度假酒店营销策略研究

发布时间：2018-02-02 09:15

本文关键词： 酒店管理营销策略 JD度假酒店　出处：《中国地质大学(北京)》2017年硕士论文　论文类型：学位论文

【摘要】：近两年以来,服务行业越来越受到关注,酒店业特别是中高档酒店业已经成为各类资本高度关注的投资领域。JD度假酒店位于北京东大厂工业园区,紧邻北京市区及天津市,可以预计不久的将来,JD度假酒店将面临更为激烈的市场竞争。因此对JD度假酒店的营销策略进行再设计策划,对于提高JD度假酒店的服务质量和经济效益具有重要的意义。本文以JD度假酒店为研究对象,采用文献综述、实地考察、调查问卷和对比研究的研究方法,对JD度假酒店中存在的营销管理方面展开了研究,研究的结论是:一JD度假酒店营销工作需要从多方面入手,根据企业实际情况,应该明确市场定位,并选择目标市场;二在发展过程中,必须要坚持突出特色酒店品牌,利用当地特有文化特色,推动酒店产品项目,提升消费者对酒店忠诚度和认可度。三明确岗位分工,把营销工作落到实处,实施有效的营销组织保障。只有这样JD度假酒店才能在激烈的市场竞争中立于不败之地。
[Abstract]:In the past two years, the service industry has received more and more attention. The hotel industry, especially the upscale hotel industry, has become a highly concerned investment area of various capital. JD Resort Hotel is located in Beijing Dongdachang Industrial Park. Adjacent to Beijing and Tianjin, JD Resort Hotel is expected to face more fierce market competition in the near future. Therefore, the marketing strategy of JD Holiday Hotel will be redesigned and planned. JD resort hotel for improving the quality of service and economic benefits is of great significance. This paper takes JD resort hotel as the research object, using literature review, field investigation, questionnaire and comparative research methods. The research on JD resort hotel marketing management has been carried out. The conclusion is: 1 JD resort hotel marketing needs from many aspects, according to the actual situation of the enterprise, we should define the market positioning. And select the target market; Second, in the process of development, we must stick to highlight characteristic hotel brands, make use of local unique cultural characteristics, promote hotel product projects, enhance consumer loyalty and recognition to the hotel. Three clear job division. Only in this way can JD resort hotel be in an invincible position in the fierce market competition.
【学位授予单位】：中国地质大学(北京)
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.2;F274

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