随着国内经济市场经济正式步入平稳的发展期，消费转型升级，中端酒店行业市场 迅猛发展的同时，行业竞争加剧，严重的同质化、无序的竞争、匮乏的人才和理论支撑， 都成为制约中端酒店行业市场拓展的因素。中端连锁酒店如何在高科技、新媒体的时代 下，进行营销策略的创新和理念的转变，正确运用营销组合策略，提升酒店自身竞争力， 赢得顾客青睐进而赢得市场，是一个值得研究的方向。 本文在对国内外文献认真研究综述的基础上，从酒店营销理论入手，依据7P营销 组合策略运用实证分析、STP 理论、SWOT分析等方法，对H中端连锁酒店营销现状和 存在的问题进行分析和研究。针对酒店营销中存在的问题，说明中端连锁酒店营销策略 转变的必要性和有利性。在数据分析的基础上确定目标市场，定位目标客户，提出H中 端连锁酒店营销策略改进方向。产品从设计到提供，需要不断推陈出新，加入绿色环保 概念；价格上在基准价格下进行灵活定价，抓住消费者心理价位，稳中有升的促进营业 额；促销上充分利用二维码、小程序、视频直播等信息化手段，拓宽促销渠道和提升效 率；渠道上打好线上、线下组合拳，做精线上，深挖线下资源；服务过程加强管理。并 从人力资源、信息库建设、企业文化等方面，为酒店营销组织实施和保障做了论述。 H中端连锁酒店作为本土中端连锁酒店第一批创始者，对研究中端酒店在此背景下 的发展和营销策略具有一定的意义。为H中端连锁酒店提供可行性高的、持续发展的经 营模式和营销策略选择的同时，对其他同类型酒店管理优化、市场份额扩大具有一定的 现实指导意义和借鉴意义。 关键词：中端连锁酒店 服务营销 SOWT分析 策略 III Title：Research on marketing strategy of H middle end hotel chain Major：Business Administration Student： (Signature) Supervisor： (Signature) _________ Abstract As the domestic economy and market economy officially enter a stable development period, consumption transformation and upgrading, the rapid development of the mid-end hotel industry market at the same time, industry competition intensified, serious homogeneity, disorderly competition, lack of talent and theoretical support, have become the constraints of the mid-end hotel industry market expansion factors. In the era of high-tech and new media, it is a worthy research direction for the mid-end hotel chain to innovate its marketing strategy and change its concept, correctly apply the marketing mix strategy, improve the competitiveness of the hotel, win the favor of customers and then win the market. On the basis of careful research and review of domestic and foreign literature, this paper starts from the hotel marketing theory and USES empirical analysis, STP theory, SWOT analysis and other methods to analyze and study the marketing status and existing problems of H mid-end chain hotels. In view of the problems in the hotel marketing, explain the necessity and advantage of the marketing strategy transformation of the mid-end hotel chain. Determine the target market, locate the target customers, and put forward the improvement direction of marketing strategy of H mid-end hotel chain. From the product design to the supply, we need to constantly bring forth the new and add the concept of green environmental protection; On the price under the benchmark price for flexible pricing, to grasp the consumer psychological price, stable and rising to promote the turnover; In terms of promotion, it makes full use of information means such as two-dimensional code, small program and video live broadcast to expand promotion channels and improve efficiency. Channel play a good combination of online and offline boxing, do fine online, deep mining offline resources; Service process management. And from the human resources, information base construction, corporate culture and other aspects, for the hotel marketing organization and implementation of the assurance. As one of the first founders of local mid-end chain hotels, H is of certain significance to the research on the development and marketing strategies of mid-end hotels in this context. While providing feasible and sustainable business model and marketing strategy choice for H mid-end chain hotels, it has certain practical guiding significance and reference significance for other hotels of the same type to optimize their management and expand their market share. Key words: Mid-end hotel Service marketing SOWT analysis Strategy IV 目 录 第一章 绪论 ..................................................................................................................... 1 1.1 研究背景与意义 ..................................................................................................... 1 1.1.1 研究背景 ......................................................................................................... 1 1.1.2 研究意义 ......................................................................................................... 2 1.2 国内外研究现状 ..................................................................................................... 2 1.2.1 国内研究现状 ................................................................................................. 2 1.2.2 国外研究现状 ................................................................................................. 4 1.3 研究内容与方法 ..................................................................................................... 5 1.3.1 研究内容 ......................................................................................................... 5 1.3.2 研究方法 ......................................................................................................... 5 第二章 相关理论概述 ..................................................................................................... 7 2.1 酒店营销概述 ......................................................................................................... 7 2.1.1 酒店的概念和分类 ......................................................................................... 7 2.1.2 酒店营销的内容 ............................................................................................. 7 2.2 相关营销理论 ......................................................................................................... 8 2.2.1 市场营销组合理论 ......................................................................................... 8 2.2.2 STP理论 ......................................................................................................... 8 2.2.3 服务营销理论 ............................................................................................... 10 2.3 SWOT分析法 ...................................................................................................... 11 第三章 H中端连锁酒店营销现状及存在问题分析 ................................................... 13 3.1 H中端连锁酒店简介 ........................................................................................... 13 3.2 H中端连锁酒店的营销现状 ............................................................................... 13 3.2.1 酒店的销售现状 ........................................................................................... 13 3.2.2 酒店的品牌定位 ........................................................................................... 14 3.2.3 酒店客户分布 ............................................................................................... 14 3.2.4 酒店的现行营销策略 ................................................................................... 15 3.3 H中端连锁酒店营销中存在的主要问题 ........................................................... 17 3.3.1 目标顾客定位不准确 ................................................................................... 17 3.3.2 产品与客户需求不匹配 ............................................................................... 18 3.3.3 品牌形象不够明晰 ....................................................................................... 18 3.3.4 服务过程管理需要加强 ............................................................................... 19 3.3.5 专业酒店营销人才缺乏 ............................................................................... 19 3.3.6 客户维护意识欠缺 ....................................................................................... 19 V 3.4