邢台新光大酒店营销策略研究

发布时间：2018-05-05 04:04

本文选题：市场营销 + 营销策略　；参考：《河北大学》2017年硕士论文

【摘要】：中国酒店行业历经了改革开放三十八年的风风雨雨,无论是质量还是数量上都突破了质的飞跃,受2008年国际经济危机的影响,国内经济处于调结构转型时期,国家高度重视和扶持第三产业旅游业的发展,中国酒店行业进入了全新的发展时期,然而,在当今移动互联网络的兴起的新时代背景之下,中国酒店行业又面临着前所未有的挑战和冲击。随着国家经济维稳向好、人民生活水平的日益提高和中国旅游业飞速崛起,星级酒店、主题酒店、商务会议型酒店、假日酒店、旅游酒店等现代新型酒店发展势如破竹,致使酒店同行业异常激烈、同质化竞争日益加剧,如何抢抓酒店行业的市场机遇,提升酒店的经营能力,合理有效的酒店营销策略显得尤为至关重要。本文以邢台新光大酒店为研究对象,主要运用STP市场细分理论、4P营销理论,结合邢台新光大酒店的实际情况,对该酒店营销现状进行分析,发现该酒店在营销策略方面存在的问题,并探讨出适合该酒店的营销策略。首先对邢台新光大酒店的营销外部环境和内部环境进行分析;其次对邢台新光大酒店的市场营销策略现状进行研究分析,包含酒店产品、价格、渠道、促销等营销策略;最后,提出适合邢台新光大酒店的营销策略的合理化建议。
[Abstract]:After 38 years of reform and opening up, China's hotel industry has made a breakthrough in both quality and quantity. Under the influence of the international economic crisis in 2008, the domestic economy is in a period of structural adjustment and transformation. The country attaches great importance to and supports the development of tourism in the tertiary industry, and the hotel industry in China has entered a new period of development. However, under the background of the new era of the rise of the mobile Internet, China's hotel industry is facing unprecedented challenges and shocks. With the steady development of the national economy, the increasing improvement of people's living standards and the rapid rise of China's tourism industry, star hotels, Hotel Theme, business conference hotels, holiday hotels, tourist hotels, and other modern new hotels are developing rapidly. As a result, the hotel industry is extremely fierce, homogeneity competition is increasingly intensified, how to seize the hotel industry market opportunities, improve the hotel management ability, reasonable and effective hotel marketing strategy is particularly important. This article takes Xingtai Xinguang Hotel as the research object, mainly uses the STP market segmentation theory and the 4P marketing theory, unifies the Xingtai New Everbright Hotel's actual situation, carries on the analysis to the hotel marketing present situation, Find out the problems in the marketing strategy of the hotel, and explore the appropriate marketing strategy for the hotel. First of all, the marketing environment and internal environment of Xingtai New Everbright Hotel are analyzed. Secondly, the present situation of Xingtai New Everbright Hotel's marketing strategy is studied and analyzed, including hotel products, price, channel, promotion and other marketing strategies. Finally, Put forward suitable for Xingtai new Everbright hotel marketing strategy rationalization proposal.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.2;F274

【参考文献】