山西W酒店服务营销策略研究
摘 要
随着经济飞速发展，人均可支配收入持续增多，消费升级，山西W酒
店迎来很多发展机遇。同时，消费者需求个性化程度、多元化程度不断提
升，信息化技术快速发展也给W酒店带来许多挑战。因此，酒店要想在激
烈的市场竞争中赢得一席之位，就必须打破固有的营销模式、转变营销理
念。山西W酒店作为当地老牌的星级酒店，为应对机遇与挑战并存、复杂
多变的市场环境，也采取一系列服务营销策略，但是收效甚微，酒店发展
止步不前陷入瓶颈。
本文结合酒店行业的现状对山西W酒店服务营销策略进行研究分析。
首先，介绍了 W酒店市场细分、目标市场选择和市场定位，然后通过 7P
理论对W酒店服务营销现状进行分析，探索目前W酒店服务营销存在的问
题。其次，运用PEST分析方法和波特五力模型对酒店的市场营销环境进行
剖析，并运用SWOT分析方法对酒店自身优劣势进行剖析。最后，结合W
酒店服务营销策略现存问题提出科学合理的优化策略，并给出具体实施服
务营销策略的保障措施。
本文的研究具有一定的典型性，希望本文研究不仅能够帮助山西W酒
店走出困境改善经营效果提高经济效益，也能为其他类似酒店企业优化服
务营销策略提供可行性的借鉴和参考。
关键词：W酒店 服务营销 营销策略
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A STUDY ON SERVICE MARKETING
STRATEGY OF SHANXI W HOTEL
ABSTRACT
With the rapid economic development, the per capita disposable income
continues to increase, consumption upgrade, Shanxi W Hotel ushered in many
development opportunities. At the same time, the increasing degree of
personalized and diversified consumer demand and the rapid development of
information technology have also brought many challenges to W Hotel.
Therefore, the hotel in order to win a seat in the fierce market competition, we
must break the inherent marketing model, change the marketing concept. Shanxi
W Hotel, as an established local star hotel, has adopted a series of service
marketing strategies in order to cope with the complex and changeable market
environment with both opportunities and challenges, but the results have been
little, and the hotel has reached a bottleneck in its development.
This paper studies and analyzes the service marketing strategy of SHANXI
W hotel based on the current situation of the hotel industry. First of all, the
market segmentation, target market selection and market positioning of W hotel
are introduced. Then, the 7P theory is used to analyze the current situation of W
hotel service marketing and explore the existing problems of W hotel service
marketing. Secondly, PEST analysis method and Porter's five Forces model are
used to analyze the marketing environment of the hotel, and SWOT analysis
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