分类号：F272.3 单位代码：10433
密级：学 号：19829020976
山东理工大学
工商管理硕士学位论文
HZ 酒店市场营销策略研究
Research on Marketing Strategy of HZ Hotel
研究生： 甘倩倩
指 导 教 师 ：陈岩 副教授
协助指导教师 ：
学 位 类 别 ：工商管理硕士
专 业 领 域 ： MBA
研 究 方 向 ： 战略管理
论文完成日期 ： 2022 年 5 月 23 日
山 东 理 工 大 学 硕士学位论文 摘要
摘 要
十四五时期是中国经济转型与消费升级的关键时期，未来几年将是酒店业加速发
展的黄金时期。随着经济的转型和消费升级，新一代消费者的思想理念与消费方式与
传统酒店业时期发生了显著变化，酒店现有的营销策略已无法满足当下顾客需求。与
此同时，近年来酒店业深受新冠疫情影响，人们出行受阻，人员流动性减少，客房出
租率下降，盈利能力渐显不足。在这种形势下，HZ 酒店如何“疫”风启航，积极应
对环境变化，创新营销策略，是酒店成功扭转市场份额下降局面，获得竞争优势的关
键所在。
本文运用 SWOT 分析法对HZ 酒店营销环境进行分析，通过问卷调查法找出营
销策略存在的问题，利用STP 理论帮助 HZ 酒店重新进行市场定位，并以服务营销理
论为基础，提出了营销策略优化建议。
研究认为：（1）通过升级产品和服务的安全性能和卫生性能，制定科学的工作流
程，拓展户外活动空间，倡导分餐制和打包文化，能有效形成酒店的竞争优势。（2）
在价格体系方面通过为客户量身定制协议价，紧盯竞争对手制定散客价，灵活制定促
销价，可大幅提升酒店盈利空间。（3）在渠道方面通过完善线上直销渠道建设，加强
线下人员直销渠道建设，完善全员营销的激励机制，可有效拓宽销售渠道。（4）在促
销方面，酒店管理层树立现代促销理念，开展线上多种促销活动，做好关系营销，可
进一步提升产品市场占有率。（5）在人员管理方面，构建科学的激励体系，注重精神
激励，可有效提高人力资源优势。（6）在有形展示方面，融合视听味触四种感官体验，
可显著提升用户体验感。（7）在过程管理方面，通过建立高效化过程管理体系，可有
效提升客户满意度。
关键词：服务营销；市场定位；酒店营销
I 山 东 理 工 大 学 硕士学位论文 A B ST R A C T
ABSTRACT
The 14th Five-Year Plan period is a critical period for China;s economic transformation
and consumption upgrading, and the next few years will be a golden period for the
accelerated development of the hotel industry. With the transformation of the economy and
the upgrading of consumption, the ideological concepts and consumption methods of a new
generation of consumers have undergone significant changes with the traditional hotel
industry, and the existing marketing strategies of hotels have been unable to meet the needs
of current customers. At the same time, in recent years, the hotel industry has been deeply
affected by the new crown epidemic, people;s travel has been blocked, the mobility of
personnel has decreased, the occupancy rate of rooms has declined, and profitability has
gradually become insufficient. In this situation, how HZ hotels set sail on the "epidemic",
actively respond to environmental changes, and innovate marketing strategies is the key to
the hotel;s successful reversal of market share decline and competitive advantage.
This paper uses SWOT analysis to analyze the marketing environment of HZ Hotel,
finds out the problems existing in the marketing strategy through questionnaire survey, uses
STP theory to help HZ Hotel reposition the market, and puts forward some suggestions on
the optimization of marketing strategy based on service marketing theory.
The study holds that: (1) by upgrading the safety and health performance of products
and services, developing scientific workflow, expanding outdoor activities space, promoting
serving of individual dishes and packaging culture, can effectively form the competitive
advantage of hotels. (2) In terms of price system, the profit space of the hotel can be greatly
improved by customizing the agreement price for customers, focusing on competitors,
formulating individual guest price and flexibly formulating promotion price. (3) In terms of
channels, by improving the construction of online direct sales channels, strengthening the
construction of offline direct sales channels and improving the incentive mechanism of all
staff marketing, we can effectively broaden the sales channels. (4) In terms of promotion,
the hotel management establishes a modern promotion concept, carries out a variety of
online promotion activities, and does a good job in relationship marketing, which can further
improve the market share of products. (5) In terms of personnel management, building a
scientific incentive system and paying attention to spiritual incentive can effectively improve
the advantages of human resources. (6) In terms of tangible display, the integration of audio-
visual taste and touch can significantly improve the user experience. (7) In terms of process
II