A酒店的市场定位分析

发布时间：2018-12-12 04:59

【摘要】：新形势下,酒店同行业市场竞争日趋激烈,随着市场化改革进一步深入,酒店企业门槛降低,酒店企业规模快速增长,企业之间进行品牌、服务、特色等竞争,竞争日趋激烈。消费者对酒店需求越来越高,随着人们收入水平的提高,生活质量不断提高,消费者对酒店产品要求越来越高,呈现消费者需求多样化和个性化趋势。经济进入新常态,反腐高压态势,高星级酒店消费减少,酒店经营压力增大。在多重压力下,星级酒店需要加快转型。A酒店属于五星级酒店,长期以来,A酒店经营收入主要靠政务接待和部分高端商务用餐、会议用餐。当前国家倡导厉行节约,行政接待和高端商务消费下降的大背景下,A酒店营业额保守估计降了四五成。因此,在多重压力下,A酒店想在市场中立足,酒店必须加快转型,要进一步明确市场定位,要不断创新,开发差异化酒店产品,要加强客户关系管理,维护好客户关系。本文以A酒店为研究对象,首先对市场定位理论、酒店市场定位进行了综述,对关于酒店行业的国内外研究进行了综述。然后采用STP分析方法分析了九江市酒店业市场定位,并从A酒店的目标市场、酒店类型、酒店档次、酒店规模、酒店价格、酒店服务设施六个方面的定位进行了详细的分析,并指出了在目前市场定位中存在的问题。最后本文从A酒店市场再定位,酒店价格定价模式以及拓展营销手段等几个方面对提出了建议。
[Abstract]:Under the new situation, the competition between hotel and industry market is becoming more and more fierce. With the further deepening of market-oriented reform, the threshold of hotel enterprise is lowered, the scale of hotel enterprise grows rapidly, and the competition among enterprises such as brand, service, characteristic and so on is becoming more and more fierce. With the improvement of people's income level, the quality of life is improving, and the consumers' demand for hotel products is becoming higher and higher, showing the trend of diversification and individuation of consumer demand. The economy enters the new normal, anti-corruption high pressure, high-star hotel consumption, hotel management pressure increased. Hotel A belongs to five-star hotel. For a long time, the income of hotel A mainly depends on the reception of the government and some high-end business meals. Under the background of the current state advocating strict economy, administrative reception and the decline of high-end business consumption, A hotel turnover is conservatively estimated to have dropped by 40 to 50 percent. Therefore, under multiple pressures, hotel A must speed up its transformation, further clarify market positioning, innovate constantly, develop differentiated hotel products, strengthen customer relationship management and maintain good customer relationship if it wants to establish a foothold in the market. In this paper, A hotel as the research object, first of all, the theory of market positioning, hotel market positioning has been summarized, and the domestic and foreign research on hotel industry has been summarized. Then it analyzes the market orientation of hotel industry in Jiujiang City by using STP analysis method, and analyzes the target market, hotel type, hotel grade, hotel scale, hotel price and hotel service facilities in detail from six aspects: target market, hotel type, hotel grade, hotel price and hotel service facilities. And pointed out the existing problems in the current market positioning. Finally, this paper puts forward some suggestions from several aspects, such as the repositioning of A hotel market, the pricing model of hotel and the expansion of marketing methods.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.2

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