南京 S酒店营销策略研究
研究生姓名：赵燕萍
导师姓名：施建军
学科：工商管理
研究方向：市场营销
年级：2020级
摘要
2020年爆发的新冠疫情成为影响全球经济的 “黑天鹅”事件，其在导致健康危机的同
时，也对全球经济产生了巨大的冲击，酒店行业的发展更是面临着前所未有的挑战，“封
城”、停飞、停航等措施使得国内外游客数量大幅下跌，酒店行业销售收入锐减，经营利
润下降，资金流日趋紧张。如何在疫情常态化防控的背景下及时调整自身的营销策略，
以提升市场竞争力，舒缓疫情带来的冲击，同时适用新的发展需求，是以南京 S酒店为代
表的酒店行业面临的共同问题。本文以南京 S酒店为研究对象，对其营销策略进行研究，
并给出了相应的优化方案，以期提升其营销管理水平和盈利能力。
本文在对营销策略相关概念、理论和工具进行综述的基础上，首先基于价值链理论
对南京S酒店的内部营销环境进行了分析，发现其在员工素质、服务质量、融资能力等方
面较之于竞争对手具有一定的优势，但营销团队较弱，营销管理能力待加强。基于PEST
分析对南京S酒店的宏观营销环境进行了分析，发现其面临的政治法律环境主要包括疫情
防控政策对酒店行业产生巨大冲击，政府密集出台优惠措施助力酒店行业发展，政府规
划既带来机遇也带来挑战；其面临的经济环境包括南京市地域经济发展的基础较好，中
国及南京区域经济稳中向好，中国及南京区域居民收入持续增长；其面临的社会环境包
括居民心理受疫情影响发生较大的变化，餐饮偏好具有鲜明的区域特征，居民消费趋势
和消费偏好发生趋于保守，居民的消费习惯由线下转到云端；其面临的技术环境包括技
术进步对部分酒店业务产生冲击，对酒店的营销管理产生新要求。接着，基于波特竞争
力模型对南京S酒店的行业营销环境进行了分析，依托洲际集团，南京S酒店对大部分供
应商具有较强的议价能力，对散客和 VIP的议价能力也较高，但对团体客户和协议客户的
议价能力较低，南京S酒店所在行业的潜在进入者、替代竞争者和现有竞争者均较多，行
业内市场竞争较为激烈。
基于问卷调查和访谈方法对南京 S酒店营销管理现状及存在的问题进行了剖析，通过
对实际入住酒店的顾客进行调研，发现其存在的问题主要包括酒店销售的服务种类相对
单一，酒店产品价格调整不灵活，渠道营销手段创新度不足，促销方案老套力度不够。
然后，基于STP理论对南京S酒店的市场定位进行了明确。通过出行意愿、出行距离
和消费者属性对市场进行细分，确保目标市场，并明确其市场定位，即侧重于本地商务
市场的集商务与度假一体的中高端酒店。基于 4Ps理论给出南京 S酒店营销策略的优化措
施。其产品营销策略的核心是打造差异化竞争优势，包括打造产品差异化优势和开发新
产品；其价格营销策略的核心是制定科学的价格体系，通过预定管控、弹性价格等手段
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使价格更有竞争力；其渠道营销策略的核心是丰富营销渠道，通过网络直播营销、社交
裂变营销、社群媒体营销等手段丰富 S酒店的营销渠道，提升其市场竞争力；其促销营销
策略的核心在于精准科学，即通过精准识别顾客、丰富产品组合和区域合作促销提升促
销水平。
最后，给出南京S酒店营销策略实施的保障措施。包括进行多元化产品开发以分散经
营风险，加强成本控制为实施灵活定价策略提供保障，积极创新丰富营销手段，通过分
阶段营销提升营销能力。
关键词：酒店营销；营销理论；南京S酒店；营销策略研究
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Research on the marketing strategy of Nanjing S Hotel
Graduate student: Zhao Yanping
Supervisor: Shi Jianjun
Major: Business management
Research direction: Marketing
Grate: 2020
Abstract
COVID-19 has become a "black swan" event affecting the global economy. While causing a
health crisis, it has also had a huge impact on the global economy. The development of the hotel
industry is facing unprecedented challenges. The suspension of flights and other measures have
caused a sharp drop in the number of domestic and foreign tourists, a sharp drop in sales revenue
in the hotel industry, a decline in operating profits, and an increasingly tight capital flow. How to
adjust their marketingstrategies in a timely mannerunder the background of normalized
epidemic prevention and control to enhance market competitiveness, ease the impact of the
epidemic, and apply new development needs is a common challenge faced by the hotel industry
represented by Nanjing S Hotel question. This paper takes Nanjing S Hotel as the research object,
studies its marketing strategy, and gives the corresponding optimization plan, in order to improve
its marketing management level and profitability.
Firstly, On the basis of reviewing the related concepts, theories and tools of marketing
strategy, this thesis firstly analyzes the internal marketing environment of Nanjing S Hotel based
on the value chain theory, and finds that it is better than its competitors in terms of staff quality
and service quality. certain advantages. Based on the PEST analysis, the macro marketing
environment of Nanjing S Hotel was analyzed, and it was found that the political and legal
environment it faced mainly included the huge impact of the epidemic prevention and resistance
policy on the hotel industry. The government introduced intensive preferential measures to help
the development ofthe hotel industry.Opportunities also bring challenges;the economic
environment it faces includes a good foundation for the development of Nanjing's regional
economy, the economy in China and Nanjing is stable and improving, and the income of
residents in China and Nanjing continues to grow; the social environment it faces includes
residents' psychological distress. The impact of the epidemic has undergone major changes. Food
and beverage preferences have distinct regional characteristics. Residents' consumption trends
and consumption preferences tend to be conservative. Residents' consumption habits have shifted
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