4.2内部环境分析.....................................................................................................................19
4.2.1有利条件..................................................................................................................19
4.2.2不利因素..................................................................................................................22
4.3本章小结.............................................................................................................................23
5经济型连锁酒店 SUN在贵州的营销策略优化........................................................................ 24
5.1经济型连锁酒店 SUN在贵州市场的目标定位.............................................................. 24
5.1.1经济型连锁酒店 SUN的市场细分....................................................................... 24
5.1.2经济型连锁酒店 SUN的市场选择....................................................................... 25
5.1.3经济型连锁酒店 SUN的市场定位....................................................................... 26
5.2经济型连锁酒店 SUN在贵州的营销策略...................................................................... 26
5.2.1经济型连锁酒店 SUN在贵州的产品策略...........................................................26
5.2.2经济型连锁酒店 SUN在贵州的价格策略...........................................................29
5.2.3经济型连锁酒店 SUN在贵州的渠道策略...........................................................30
5.2.4经济型连锁酒店 SUN在贵州的促销策略...........................................................33
5.3本章小结.............................................................................................................................33
6经济型连锁酒店 SUN在贵州营销策略的实施与保障............................................................35
6.1制度保障.............................................................................................................................35
6.2人力资源保障.....................................................................................................................36
6.3客户关系保障.....................................................................................................................37
6.3.1完善客户关系档案管理..........................................................................................37
6.3.2优化客户关系管理..................................................................................................37
6.4本章小结.............................................................................................................................40
7研究结论与展望...........................................................................................................................41
7.1主要研究结论.....................................................................................................................41
7.2研究不足与展望.................................................................................................................42
致谢.................................................................................................................................................43
参考文献...........................................................................................................................................44
封底................................................................................................................
原创性声明............................................................................................
关于学位论文使用授权的声明...................................................................
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经济型连锁酒店SUN贵州市场营销策略研究
摘要
21世纪中国的经济发展迅速，中国的连锁酒店也得到了新的发展，但截至
2021年 1月，我国连锁酒店渗透率是 31%，仍然远低于全球平均连锁渗透率水
平 41.7%，经济型连锁酒店 SUN贵州市场营销策略的研究，对单体酒店加盟酒
店品牌以及其他经济型连锁酒店发展有一定借鉴性意义。
本文对国内外已有的关于单体酒店、连锁酒店的营销策略研究进行了综合回
顾，对相关的 STP理论，4P、4C营销理论和工具进行了阐述，对经济型连锁酒
店 SUN在贵州的内外部营销环境进行分析，总结出经济型连锁酒店 SUN在贵州
的市场细分、选择与定位，再根据细分市场的市场定位和市场需求，结合当地单
体酒店升级连锁的成本因素，制定经济型连锁酒店 SUN在贵州的产品、价格、
渠道、促销策略，最后再根据相关营销策略实施所需的环境，人力资源保障和制
度保障，确保营销策略可实施，持续提高经济型连锁酒店 SUN在贵州的市场占
有率和扩大品牌知名度。
本文认为，经济型连锁酒店 SUN在市场拓展过程中，需更多关注酒店加盟
商的切身利益，对加盟商酒店进行具体的市场定位分类，以及地理位置、消费人
群等做好详细的市场调研，为商家制定详细的产品、价格、渠道、促销策略，在
尽可能提高加盟商投资收益增加的前提下，连锁酒店品牌才能有更好的发展。通
过对贵州市场经济型连锁酒店行业的经营数据进行调研、收集、整理、分析后制
定出的营销策略，对经济型连锁酒店 SUN贵州市场的发展开拓了新的思路，起
到一定借鉴意义。
关键词：经济型连锁酒店，营销环境，营销策略
IV

Abstract
In the 21st century, China’s economy has developed rapidly, and Chinese hotel chains have
also gained new development. However, as of January 2021, the penetration rate of hotel chains in
China is 31%, which is still far below the global average chain penetration rate of 41.7%. The
research on the marketing strategy of the hotel chain SUN in Guizhou has a certain reference
significance for the development of independent hotel franchise hotel brands and other economic
chain hotels.
This article comprehensively reviews the marketing strategy research of individual hotels and
chain hotels at home and abroad, expounds related STP theories, 4P, 4C marketing theories and
tools, and discusses the economical hotel chain SUN in Guizhou. Analyze the external marketing
environment, and summarize the market segmentation, selection and positioning of the
economical hotel chain SUN in Guizhou. Then, according to the market positioning and market
demand of the segmented market, combined with the cost factors of upgrading the chain of the
local single hotel, the economical type is formulated. The hotel chain SUN's products, prices,
channels, and promotion strategies in Guizhou, and finally implement the required environment,
human resources guarantee and system guarantee according to the relevant marketing strategies, to
ensure that the marketing strategy can be implemented, and continue to improve the economical
hotel chain SUN in Guizhou Market share and expand brand awareness.
This article believes that in the process of market expansion, the economic hotel chain SUN
needs to pay more attention to the vital interests of hotel franchisees, conduct specific market
positioning and classification of franchisee hotels, and conduct detailed market research on
geographic location and consumer groups. Formulate detailed products, prices, channels, and
promotion strategies for merchants. Only on the premise of maximizing the investment income of
franchisees can chain hotel brands develop better. The marketing strategy formulated after
investigating, collecting, sorting and analyzing the operating data of the economic chain hotel
industry in Guizhou market has opened up new ideas for the development of the economic chain
hotel SUN Guizhou market, and played a certain reference significance.
Key words:Economical chain hotel, marketing environment, marketing strategy
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