桂林理工大学硕士学位论文
摘要
2020年年初，新冠疫情全面爆发，我国服务行业遭受了前所未有的冲击，
为了防止新冠病毒进一步扩展，中央政府对交通、餐饮、旅游、住宿、百货、文
体娱乐活动等非必要行业采取的停工停产的应急措施，有效控制了疫情的继续蔓
延。服务行业受到的影响最为严重，属于服务业重要组成部分的酒店将近有百分
之七十选择关门停业，并且这段时间持续了约一个月，许多客户因疫情的原因对
酒店入住和餐饮的消费需求也明显变得萎缩。疫情对酒店行业所造成的损失是无
法估量的，多家酒店因资金断裂而不得不宣布破产倒闭，那么应该如何面对疫情
后的市场变化是每一个酒店要思考的问题，如何开展新的市场营销策略便成了酒
店工作的重中之重。
再加上我国地方经济在国家相关政策的扶持下发展较快，许多酒店加速了向
地方进军的步伐，酒店数量不断增加，因此，地方的酒店业竞争越来越激烈，对
于一个在地方发展的 H酒店来说，不论是客观的经济因素，还是其他酒店的加
入和自身的经营模式，要想让 H酒店始终处于优势的发展地位，这必定要求H
酒店彻底变革传统的经营理念和营销模式，加强酒店的新型营销策略，注重服务
质量和服务营销能力已经迫在眉睫。
本文选用 H酒店作为研究对象，是基于国内外已有的相关理论所进行的研
究。首先，从 H酒店的营销环境着手，对 H酒店的宏观环境、微观环境进行了
分析，宏观环境分析主要包括政治环境、经济环境、文化环境和技术环境的分析，
微观环境分析主要包括企业自身情况、竞争者、顾客以及替代者的分析。其次，
通过以调查问卷的形式对 H酒店进行进一步剖析，调查问卷的发放对象主要面
向 H酒店的消费者，对有效调查问卷收回后，并进行数据整理，进一步清楚的
了解到 H酒店目前营销策略中急需解决的相关问题，并从 7P理论的七个方面（即
产品、价格、渠道、促销、人员、服务过程和有形展示）对目前 H酒店营销策
略的现状和问题进行了详细的分析。然后，通过利用服务营销的 7P营销理论，
针对上述 7个方面的问题对 H酒店提出了相应的营销策略建议，最后，为了保
证营销策略的顺利实施，提出了一系列的保障措施。
期望通过本文的研究，H酒店可以开拓出新的营销思路，提高H酒店在当
地的竞争优势，进一步提升 H酒店的经济收益，让 H酒店达到可持续发展的目
标。也期望通过对 H酒店的案例研究，可以为酒店行业的其他酒店，特别是对
县城发展的高档型酒店在进行市场营销策略优化时提供借鉴和参考。
关键词：7P；服务营销；H酒店；营销策略
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桂林理工大学硕士学位论文
Abstract
At the beginning of 2020, COVID-19 epidemic broke out in an all-round way,
and China's service industry suffered an unprecedented impact. In order to prevent
further expansion of Covid-19, the central government took emergency measures to
stop work and production for non-essential industries such as transportation, catering,
tourism, accommodation, department stores, cultural and recreational activities, and
effectively controlled the continued spread of the epidemic.The service industry is the
most seriously affected, and nearly 70% of hotels which are an important part of the
service industry choose to close down. and this period lasted for about one month.
Many customers' consumption demand for hotel accommodation and catering has
obviously shrunk due to the epidemic. The loss caused by the epidemic situation to
the hotel industry is immeasurable, and many hotels have to declare bankruptcy due to
the capital break. So how to face the market changes after the epidemic situation is a
problem that every hotel should think about, and how to develop new marketing
strategies becomes the top priority of hotel work.
In addition, with the support of relevant national policies, China's local economy
has developed rapidly, and many hotels have accelerated the pace of marching to local
areas, A sharp increase in the number of hotels. As a result, the competition in the
local hotel industry is becoming more and more fierce.For an H hotel that is
developing locally, whether it is objective economic factors, the joining of other
hotels or its own business model, in order to keep H hotel in an advantageous
development position, this must require H hotel to completely change its traditional
business philosophy and marketing model and strengthen its new marketing strategy.
This paper chooses H Hotel as the research object, which is based on the related
theories at home and abroad. Firstly, starting from the marketing environment of H
Hotel, the macro and micro environment of H Hotel are analyzed. The macro
environment analysis mainly includes the analysis of political environment, economic
environment, cultural environmentand technical environment, while themicro
environment analysis mainly includes the analysis of the enterprise itself, competitors,
customers and substitutes.Secondly, through the further analysis of H Hotel in the
form of questionnaire, the distribution object of the questionnaire is mainly for the
consumers of H Hotel. After the effective questionnaire is collected, the data are
sorted out, and the related problems that need to be solved urgently in the current
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