文本描述
分类号Ｆ２７２学号１５２０６０４４５
密级
Ｘｉ
＇
ａｎＳｈｉｙｏｕＵｎｉｖｅｒｓｉｔｙ
全曰制专业学位
硕士学位论文
＿
题目ＬＨ酒店营销策略研究
作者姓名傅昶源
导师姓名、职称王爱莲教授
学科（专业领域）名称工商管理
提交论文日期２０１８年６月１５日
学位论文创新性声明
本人声明所呈交的学位论文是我个人在导师指导下进行的研宄工作及取得的研究成
果。尽我所知，除了文中特别加以标注和致谢中所罗列的内容以外，论文中不包含其他
人己经发表或撰写过的研宂成果；也不包含为获得西安石油大学或其它教育机构的学位
或证书而使用过的材料。与我一同工作的同志对本研究所做的任何贡献均己在论文中做
了明确的说明并表示了谢意。
申请学位论文与资料若有不实之处，本人承担一切相关责任。
论文作者签名：日期：Ａ中相
学位论文使用授权的说明
本人完全了解西安石油大学有关保留和使用学位论文的规定，即：研宄生在校攻读
学位期间论文工作的知识产权单位属西安石油大学。学校享有以任何方法发表、复制、
公开阅览、借阅以及申请专利等权利。本人离校后发表或使用学位论文或与该论文直接
相关的学术论文或成果时，署名单位仍然为西安石油大学。
论文作者签名：日期：Ｍ和料１
导师签名：日期：
？注：如本论文涉密，请在使用授权的说明中指出（含解密年限等
Subject 筨 A Study on marketing strategy of LH Hotel
Speciality筨Business Administration
Name 筨 Fu changyuan (signature)
Instructor筨Wang ailian (signature )
ABSTRACT
After the reform and opening up, the hotel industry, the most important part of the
tourism industry and the fastest growing one, has played a very important role in China's
economic construction. With the rapid development of economic globalization and integration,
the service industry is developing rapidly. Modern Hotel is providing an integrated service
collection of catering, accommodation, entertainment, shopping, entertainment, as well as
exhibition activities and leisure. Large quantities of reservations, ordering and sales is the
main economic characteristics of the hotel. how to use effective marketing strategies to
improve hotel profitability and economic efficiency, and further to enable the enterprise to
maintain long-term competitive advantage, is the most important problem the hotels are
confronting with. By taking LH hotel as the research object, this paper tries to combine the
latest marketing theory with the actual situation of LH Hotel, and further discusses the proper
marketing strategies. Through the analysis and research of LH Hotel cases, the paper finds out
an advanced hotel mode and the method of marketing strategy formulation, assessment and
reinforcement. With the help of the marketing thoeries, this paper firstly tries to analyze the
internal marketing situation with the purpose of discovering the current problems in LH hotel
marketing. Then the paper further comnbines the external marketing environment with the
actual management of the LH hotel to analyze the advantages and disadvantages, the
opportunity and challenges of the hotel by SWOT analysis, thus obtains the hotel marketing
strategy; secondly, the paper will carry out market segmentation of LH Hotel target market
with STP target market theory, then re-analyze and re-select the possible target market by
market positioning, and finally formulate a set of practical LH Hotel marketing (7P) strategy
feasible and suitable for the survival and development of Hotel. Last but not the least, this
paper puts forward reasonable proposals to ensure the healthy and sustainable development of
the enterprises by the analysis of the current situation of LH hotel marketing and the novel
hotel marketing strategies.
Keywords: Hotel 7P marketing mix marketing strategy
==>> 点击下载文档