新常态下东营东胜酒店（国有）营销战略研究

发布时间：2018-03-02 05:16

本文关键词： 新常态东胜酒店营销战略　出处：《信阳师范学院》2017年硕士论文　论文类型：学位论文

【摘要】：伴随着我国经济的发展,以及国内外政治经济环境的变化,我国酒店产业在面临巨大的发展机遇的同时,也迎来了更大的挑战。尤其是自2012年年底,中央政府相继出台“八项规定”和“六条禁令”之后,很多依赖于政府接待的高星级酒店,经营业绩开始下滑,亟需进行市场营销战略转型,以求得长远、持续的发展。山东东营东胜酒店,作为一家国有五星级酒店,在这种大环境下,营销战略对其未来经营发展的重要性不言而喻。东胜酒店隶属于胜利油田,发展优势明显,雄厚的资本使得酒店不仅运营灵活,而且负担较小,同时作为一家具备十几年经验的五星级酒店,区域内市场认可度较高,团队默契度较好,加上经济的不断发展,人均收入的增加,使得私人消费市场的潜力逐步提升,同时在“八项规定”和经济新常态的影响下,区域内潜在进入者的数量不会迅速增加。但是,酒店竞争对手实力强劲,区域内产品同质化程度较高,酒店竞争优势不明显,原材料等费用的上升增加了酒店的成本压力,使得酒店在发展中也面临着越来越大的挑战。本文对东胜酒店所处的内外环境进行了详细的分析,指出了该酒店目前的优势和劣势,以及其所面临的机会与威胁。并结合东胜酒店当前的经营状况,从产品战略、价格战略、渠道战略、促销战略以及新媒体营销战略五个方面分析了该酒店当前的营销战略,指出酒店在营销战略转型中,存在着产品差异化不够明显,促销手段与市场需求不一致,内部营销不充分,陷入恶性价格竞争等方面的问题,并根据实际情况提出酒店应该从产品着手,注重产品品质提升,提升产品的市场竞争力;充分利用新媒体优势,大力开发稳固客源;强化服务营销,提升盈利能力;创建学习型组织,根植酒店企业文化;开放合作,构建市场营销新格局等相关建议。使酒店能够在新常态的背景下,响应国家供给侧改革的需要,为行业产业结构的调整、提质增效贡献出自己的一份力量。
[Abstract]:With the development of our economy and the changes of the domestic and foreign political and economic environment, the hotel industry in our country is facing a great opportunity for development, but also a great challenge, especially since the end of 2012. After the Central Government successively introduced the "eight regulations" and "six prohibitions," many high-star hotels that relied on government hospitality began to decline in operating performance. It was urgently needed to make a strategic transformation of marketing in order to achieve long-term success. Dongying Dongsheng Hotel in Shandong Province, as a state-owned five-star hotel, the importance of marketing strategy to its future business development is self-evident in this environment. Dongsheng Hotel belongs to Shengli Oilfield and has obvious advantages in development. The abundant capital not only makes the hotel operate flexibly, but also has a small burden. As a five-star hotel with more than ten years' experience, the market in the region is relatively high, the team tacit is good, and the economy continues to develop. With the increase in per capita income, the potential of the private consumer market is gradually rising, and the number of potential entrants in the region will not increase rapidly under the influence of the "eight regulations" and the new normal of the economy. However, the strength of the hotel competitors is strong. The degree of homogenization of products in the region is relatively high, the competitive advantage of hotels is not obvious, and the rising costs of raw materials have increased the cost pressure of hotels. This paper analyzes the inside and outside environment of Dongsheng Hotel in detail, and points out the advantages and disadvantages of the hotel. And the opportunities and threats it faces. Combined with the current operating situation of Dongsheng Hotel, this paper analyzes the current marketing strategy of Dongsheng Hotel from five aspects: product strategy, price strategy, channel strategy, promotion strategy and new media marketing strategy. It is pointed out that in the transformation of marketing strategy, there are some problems, such as product differentiation is not obvious enough, sales promotion means are inconsistent with market demand, internal marketing is not sufficient, and the hotel is caught in vicious price competition, and so on. And according to the actual situation, the hotel should start from the product, pay attention to the product quality promotion, promote the market competitiveness of the product; make full use of the new media advantage, vigorously develop the stable customer source, strengthen the service marketing, enhance the profitability; The establishment of learning organizations, the establishment of hotel corporate culture, the opening of cooperation, the construction of a new pattern of marketing, and other relevant suggestions. Under the background of the new normal, hotels can respond to the needs of the country's supply-side reform and adjust the industrial structure of the industry. Improve quality and increase efficiency by contributing to one's own strength.
【学位授予单位】：信阳师范学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.2;F274

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