品牌更迭背景下虹桥宾馆市场营销策略的研究

发布时间：2018-03-13 20:22

本文选题：虹桥宾馆　切入点：金郁金香　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,我国旅游业发展势头迅猛,也带动了相关酒店行业的高速发展,同时随着我国市场经济的开放,全球知名酒店管理集团自90年代纷纷进入中国市场,其在国内扩张的速度越来越快,再加上本土酒店管理集团的规模化发展,酒店产业在一线城市中心区域更是达到饱和集中,竞争相当激烈。锦江国际(集团)有限公司(以下简称“锦江集团”)是中国规模最大的综合性旅游企业集团之一,2015年成功收购了欧洲第二大酒店集团卢浮酒店,目的是国资企业海外扩张。锦江国际将旗下的国资酒店虹桥宾馆作为法国卢浮酒店集团旗下中高端酒店品牌Golden Tulip(金郁金香)的旗舰店进行设计改造,预计在2017年8月8日正式品牌更迭,而虹桥宾馆作为一家从1988年8月8日开张至今的国有酒店将面临着新的形势,现有的部分营销策略不再适用即将面临的环境。因此提高虹桥宾馆品牌更迭后在上海虹桥区域的竞争力,不仅具备其现实意义,同时对于本土酒店管理集团的全球布局也具有借鉴意义,而制定科学合理有效的市场营销策略对品牌更迭后的虹桥宾馆来说尤为关键和重要。本文以市场营销理论为依据,将虹桥宾馆品牌更迭为Golden Tulip这一情况作为主要研究对象,对虹桥宾馆目前的营销现状进行深入分析,指出其不足之处以及品牌更迭后将面临的问题。同时对虹桥区域的客户群进行实地问卷调研,从而获取他们对于品牌更迭后的虹桥宾馆的需求预期,主要从产品表现、价格表现、品牌表现和服务表现四个方面着手了解客户需求特征。除此之外,运用SWOT分析法综合了解虹桥宾馆及其竞争对手的情况,最后在此基础上提出新形势下虹桥宾馆营销策略的具体方案,主要从市场定位、产品整合、价格制定、客户管理、品牌沟通以及服务优化六个方面进行改进或调整,以期在最短的时间内完成品牌更迭的过渡期,提高企业竞争力,推动锦江集团关于Golden Tulip该品牌的全面推广。
[Abstract]:In recent years, the rapid development of tourism in China has also led to the rapid development of the hotel industry. At the same time, with the opening of the market economy in China, the world-famous hotel management groups have entered the Chinese market since 90s. It is expanding more and more rapidly in China. In addition to the large-scale development of local hotel management groups, the hotel industry has reached saturation and concentration in the central areas of first-tier cities. The competition is fierce. Jinjiang International (Group) Limited (hereinafter referred to as "Jinjiang Group") is one of the largest comprehensive tourism enterprise groups in China. In 2015, it successfully acquired Lufu Hotel, the second largest hotel group in Europe. The aim is to expand overseas for state-owned enterprises. Jinjiang International has transformed its state-owned hotel Hung Kiu Guest House into the flagship store of Golden Tulipa, a mid-high-end hotel brand owned by France's Lufu Hotels Group. The official brand change is expected on August 8th 2017, and Hung Kiu Guest House, a state-owned hotel that opened in August 8th 1988, will face a new situation. Some of the existing marketing strategies are no longer applicable to the upcoming environment. Therefore, improving the competitiveness of Hung Kiu Guest House in the Hongqiao area of Shanghai after the brand change is not only of practical significance. At the same time, it has reference significance for the global layout of local hotel management group, and making scientific, reasonable and effective marketing strategy is particularly critical and important for Hung Kiu Guest House after brand change. Taking the change of Hung Kiu Guest House brand as Golden Tulip as the main research object, this paper makes a deep analysis of the current marketing situation of Hung Kiu Guest House. It points out its shortcomings and the problems it will face after the brand change. At the same time, it conducts a questionnaire survey on the customer base in Hongqiao region to obtain their expectation of the demand for Hung Kiu Guest House after brand change, mainly from the product performance. Price performance, brand performance and service performance four aspects of understanding customer demand characteristics. In addition, the use of SWOT analysis to comprehensively understand Hung Kiu Guest House and its competitors, Finally, this paper puts forward the concrete plan of Hung Kiu Guest House marketing strategy under the new situation, mainly from six aspects: market orientation, product integration, price formulation, customer management, brand communication and service optimization. In order to complete the transition period of brand change in the shortest time, improve the competitiveness of enterprises, promote the overall promotion of Golden Tulip brand in Jinjiang Group.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F719.2

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