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MBA硕士毕业论文_试论经济型酒店营销策略(63页).rar

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文本描述
摘要
近年来,国内酒店业很不景气,尤其是数量众多的三星级以下酒店更是陷入恶性
竞争,行业利润连年下降,可是,在2003年“非典”时期曾一度创造业界神话的经
济型酒店并未因为“非典”的结束而失去魅力,恰恰相反,随着外向型经济的迅猛发
展,国内外一些著名的连锁品牌经济型酒店纷纷在长三角等地开拓市场,且业绩突出,
从而引发了一轮经济型酒店的投资热潮
本文在回顾我国酒店业发展进程的基础上,指出我国酒店业存在整体供求结构不
合理的问题。通过对经济型酒店的概念、特点的分析,提出目前发展经济型酒店是改
善我国酒店业市场结构的有效途径之一的观点
本文试图运用市场营销学的相关原理,探讨经济型酒店的市场营销策略等问题
首先,对酒店业市场进行细分,然后,选定经济型酒店的目标市场,最后,确定经济
型酒店市场营销组合
根据制定的营销组合,分析经济型酒店的市场营销策略,从产品策略、价格策略、
营销渠道策略及促销策略四个方面详细阐述。经济型酒店既有别于传统的豪华星级酒
店,又不同于设施简陋的低档廉价旅馆,它提供的是规范化、有限的优质服务,具有
较好的市场前景,但随着市场的发展,竞争将会加剧,经济型酒店的成功营销,必须
综合利用产品、价格、分销、促销等策略,将这些策略进行整体组合使其相互配合,
各策略之间相互协调一致,使每一策略最好地支持整个策略组合,从而达到整体营销
组合的最佳效果
关键词:经济型酒店市场营销目标市场营销策略
Abstract
In recent years, the hospitality industry is extremely stagnant, especially a large
number of hotels below three-star grade have gotten into vicious competition and the
profits of the industry have decreased in successive years. However, budget hotels which
had once created a miracle of the industry during the SARS (Severe Acute Respiratory
Syndrome) crisis in 2003 do not lose their charm after the end of the SARS crisis. To
the contrary, with the rapid development of global-market-oriented economy, some
famous brands of chain budget hotels at home and abroad explore their market in such
regions as the Yangtze Delta one after another and have made great achievements, which
has led to a new round of upsurge investment in budget hotels.
Based on the retrospection of the development process of the hospitality industry of
China, this paper points out the unreasonable overall supply and demand structure of the
hospitality industry. Through the analysis of the concept and features of budget hotels,
this paper proposes the point of view that at present the development of budget hotels is an
efficient means to improve the market structure of the hospitality industry in China.
This paper explores such aspects as the marketing strategy of budget hotels in China
by use of related principles of marketing. First of all, it makes detailed segmentation of
the market of the hospitality hotel industry; secondly, it determines the target market of
budget hotels; and finally, it defines the marketing mix of budget hotels.
Based on the formulated marketing mix, this paper analyzes the marketing strategy
of budget hotels, and gives detailed illustration from four aspects, that is, product
strategy, price strategy, marketing channel policy and promotion strategy. Budget hotels
not only differ from the traditional luxurious star-ranked hotels, but also differ from
low-end cheap hotels with simple and crude facilities. Budget hotels provide standardized
but limited quality service, offering relatively bright market prospect. However, with the
development of the market, the competition will get fiercer and fiercer. Therefore, the
successful marketing of budget hotels is indispensable from the overall combination,
mutual cooperation and coordination of the product policy, price policy, marketing
channel policy and the promotion policy. In this way, each policy can perfectly support
the entire marketing mix to the greatest extent, so as to achieve the best effect of the
overall marketing mix.
Keywords: Budget hotels, marketing
target market
B
marketing strategy
目录
摘要·.... .I
Abstract..· ..II
1绪论·. I
2经济型酒店概述·... 3
2.1酒店的分类及特征·.. 3
2.1.1酒店的分类·.... 3
2.1.2酒店的特征·.... 4
2.1.3经济型酒店的概念及特征· 5
2.2史国酒店业的发展进程·. 7
2.2.1中国酒店业回顾·... 7
2.2.2中国酒店业的重大转变