甘肃定西愿望酒店经营战略研究

发布时间：2018-06-23 23:13

本文选题：市场营销 + 战略管理　；参考：《天津财经大学》2014年硕士论文

【摘要】：随着我国改革开放的不断深入进行,企业在市场上的竞争势必愈演愈烈。随着社会经济的发展,民营企业不仅要面对国内的众多竞争对手,还要与进入中国的国际企业进行竞争。所以,民营企业必须高瞻远瞩,根据市场需求及情况,及时调整企业战略部署,做出相应的市场营销策划。目前,很多企业面临的问题是在现有市场上的发展接近饱和状态。在这种情况下,开发新的市场,以促进企业的壮大十分重要。西北地区以及甘肃的经济社会的发展是国家经济发展的一个重要组成部分。西北地区经济社会落后使得本身所具有的经济发展空间庞大,产业发展具有很大的后劲作用。因此,愿望集团利用这一时机,成立定西愿望酒店,占领西北市场,使企业的发展定位到区域经济发展的战略层面上来。通过对企业进行一系列全面的剖析分析,确实提出一些市场开发的战略方案。该文在大量梳理国内外有关市场营销及战略营销的相关文献基础上,对愿望集团的发展历程和企业经营现状进行分析。并且在深入分析了企业的现有优势、企业转移市场的目的的基础上,应用战略管理中关于市场战略的理论,根据公司优势,选择目标市场,确定公司定位。运用了文献综述及量化分析等一系列方法,对集团以酒店这种服务业和工业相结合的方式进入新兴市场做出了大量理论支撑论述。公司制定了相应的酒店经营管理及市场战略方案。从这几方面,对企业的市场开发的保障措施进行了分析,为公司良好的发展提供了很好的理论依据。最终得出一系列结论,为企业的下一步经营战略指明了方向。
[Abstract]:With the deepening of China's reform and opening up, the competition of enterprises in the market is bound to intensify. With the development of social economy, private enterprises have to face not only many domestic competitors, but also international enterprises entering China. Therefore, private enterprises must show great foresight, according to the market demand and situation, timely adjust the strategic deployment of enterprises, and make the corresponding marketing planning. At present, many enterprises are facing the problem that the development in the existing market is close to saturation. In this case, the development of new markets to promote the growth of enterprises is very important. The economic and social development of Northwest China and Gansu is an important part of national economic development. The economic and social backwardness in Northwest China makes itself have a huge space for economic development, and the industrial development has a great role of stamina. Therefore, wish Group take advantage of this opportunity, set up Dingxi wish Hotel, occupy the northwest market, so that the development of enterprises to the strategic level of regional economic development. Through a series of comprehensive analysis and analysis of enterprises, some strategic plans of market development are put forward. Based on a large number of literature on marketing and strategic marketing at home and abroad, this paper analyzes the development of wish Group and the present situation of enterprise management. On the basis of deeply analyzing the existing advantages of enterprises and the purpose of transferring the market, the paper applies the theory of market strategy in strategic management, selects the target market according to the advantages of the company, and determines the position of the company. Using a series of methods, such as literature review and quantitative analysis, this paper makes a great deal of theoretical support for the group to enter the emerging market by the combination of hotel service and industry. The company has formulated the corresponding hotel management and marketing strategy plan. From these aspects, this paper analyzes the safeguard measures of the market development of the enterprise, and provides a good theoretical basis for the good development of the company. Finally draw a series of conclusions, for the next business strategy of the enterprise pointed out the direction.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F719.2;F272

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