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2020年广东龙山温泉度假酒店策划方案研究DOC_硕士论文

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温泉度假酒店正在日渐成为人们喜爱的休闲场所随着经济的发展,人们的生活水 平也随之提升,对度假酒店的需求有增长的趋势广东作为对外开放的前沿,是度假 酒店投资方涉足的重要区域本文就是针对广东佛冈昌川物业有限公司计划在清远市 佛冈县建造的高端温泉度假酒店项目)广东龙山温泉度假酒店,提出的策划方案研 究 文章首先分析了项目所在市!县!区的地理位置,在第二章中对高端旅游度假市场 进行了介绍,重点剖析了项目周边六家同类酒店和国内外五家高端度假酒店的情况, 通过对这些酒店的特色!星级!餐厅客容量!会议室容量!房型配比!停车场!配套 设施等多方面的对比分析,提出酒店定位为:建造岭南特色的高端休闲温泉度假酒店, 以全泳池别墅,配合天然温泉泡池!S以!香熏,将酒店打造成人们出行的旅游目的地, 而不是其他旅游地的附属配套设施 根据这个定位,文章在第二章和第三章中结合行业经验,对龙山温泉度假酒店的经 营理念!经营策略!以及宣传!销售策略进行了论述并在第四章中对酒店的规划布 局!建筑主题风格!装修风格等方面也提出了建议,最后对投资方最为关注的投资回 报情况,在第五章中以报表的形式进行了分析 本文立足于酒店行业本身展开探讨和研究,是龙山温泉度假酒店动工前期决策的参 考,对参与该项目的建筑师!室内设计师!园艺设计师!施工单位和酒店经营者均具 有一定的参考价值 关键词市场定位;营销策划;规划布局;方案研究西南交通大学硕士研究生学位论文第11页 Abstraet Nowadays,hot一sPringresorthotelhasbeengraduallyturningintoafavoriterecreationsPot. WitheeonomiedeveloPment,PeoPle.5standardoflivingrisesaccordingly,whichleadsto thegrowthofdemandforresorthotel.AsthePioneerofoPeninguPtotheoutsideworld, Guangdong15favoredasanimPortantregionwhereinvestorsofresorthotelwouldliketo takeashare.ThisPaperaimsatProPosingaeasestudy,targetingtheGuangdongLongshan Hot一SPringResortHotel,ahigh一endhot一sPringresorthotelProjectmaPPedoutbythe GuangdongFogangChangchuanProPertyCo.,Ltd.,which15PlanedtobebuiltatFogang Count又Qing界anCity. ThePaperinthefirstPlaeeanalyZesthegeographielocationoftheregion,eountyandcity wheretheProjeetwillbelocated.InChapterZ,iteontinuestogiveanintroductiononthe high一endresortmarket,focusingonresearchingthesituationof6similar-t冲ehotelsonthe rimoftheProjectand5domestieandoverseashigh一endresorthotels.BythecomP硒son betweenthesehotelsandtheProjectinseveralasPects,suchasfeal卫res,starrating,eaPacity ofdininghallandeonfereneeroom,aswellasratioofeachroomtyPe,Parkinglot, eomPlementaryfacilities,theProject15PositionedastobuilduPaleisurehot一sPringresort hotelwithfeal卫resofLingnanRegion.Insteadofbeeomingoneofthosesubordinate eomPlementaryfaeilities,itaimsatbuildinguPthehotelasatourdestinationwhich PossessesvillasWithstandardswimmingPools,comPlementedwithn川卫ralhot~sPringPools, sPaandaromatheraPy. AeeordingtothePositioning,thePaPerwilldeliberateinChaPter2andChaPter 3ontheoPerationaleoneePtandstrategy,aswellasPromotionandmarketing strategy.InChaPter4italsogivessuggestionsonthelayout,eonstruetional themeanddeeorationstyleofthehotel.FinallyinChaPters,intheformat offorms,itanalyzesthePaybaeksituationwhieheoneernstheinvestorsmost. Basedonthediscussionandresearchonthehotelbusinessitself,thePaper15astrategie refereneebeforetheconstrUetionoftheLongshanHot一SPringResortHotel.Ito吓比s referentlaivaluetothearehitects,interiordesignersandgardeningdesigners,aswellasthe eonstructionunitsandhoteloPeratorsoftheProjeet. Keywords:MarketPositioning;Marketingstrategy;PlanningandLayout;CasestUdy -西南交通大学硕士研究生学位论文第111页 目录 摘要.........................................................................,...............................................I 第1章绪论.........................................,.......................,.......,..................1 1.1方案研究的背景..............................................................................................1 1.2方案研究的实际意义......................................................................................1 1.3研究方法..........................................................................................................1 1.4项目区域位置分析.....,..............................................................................1 1.5项目周边环境概述..........................................................................................2 1.6项目所在地介绍...............................................................................................3 第2章项目市场定位及经营理念..............................................................................5 2.1中国高端旅游度假市场概况..........................................................................5 22项目周边主题度假酒店情况简介..................................................................6 2.3国内!国外高端度假酒店个案介绍............................................................n 2.4项目市场定位................................................................................................14 2.5项目经营管理理念........................................................................................14 第3章项目的营销策划建议....................................................................................16 3.1高端市场的产品营销理念............................................................................16 3.1.1高端市场的组成和特点......................................................................16 3.1.2高端产品的营销模式..........................................................................16 3.1.3高端市场突破关键.,.,..,.......................................................16 3.2项目的整体经营策略....................................................................................17 3.2.1项目的特点及优势..............................................................................17 3.2.2经营策略.,.,....................................................................................17 3.3目标客源市场................................................................................................17 3.4宣传策略.....,............................................................................................18 3.5销售策略........................................................................................................19 3.6酒店服务........................................................................................................21 第4章项目的规划布局及设计建议........................................................................24 4.1项目建筑主题风格........................................................................................24 4.2整体规划布局................................................................................................28 4.2.1整体布局..............................................................................................28 4.2.2别墅各种房型说明..............................................................................31 4.2.3酒店主楼数据说明..............................................................................35西南交通大学硕士研究生学位论文第W页 4.2.4附楼......................................................................................................38 4.3装修风格及设计建议.........................................................#38 4.3.1装修风格设计建议..............................................................................38 4.3.2项目各空间的处理建议......................................................................38 4.4客房物品配置方案建议................................................................................40 4.5工程设备配套方案建议.....................................................,....................41 4.6项目装修质量与标准及管理建议................................................................42 4.6.1装修质量与标准................................................42 4.6.2质量管理建议................................................#....#42 第5章项目的投资回报评估分析............................................................................44 5.1项目投资概算...............................................................................#.#44 5.2项目的投资回报分析..................................................44 5.3财务预算厘定说明..................................................44 5.3.1一般原则..............................................................................................44 5.3.2客房出租数假定...,..,..,............44 5.3.3餐饮......................................................................................................45 5.3.4工资及福利............................................................................#.45 5.3.5其他假定条件.......................................................................#.....#45 5.3.6工程费用..............................................................................................45 结论..............................................................................................................................64 致谢..............................................................................................................................66