学校代码： 10589 学号： 16125100210050
分 类 号： 125100密级：
硕士学位论文
题 目： SJ 酒店服务营销策略研究
作 者： 孟庆男
指导教师： 陈贻设副教授
专 业：工 商 管 理
时 间： 二 O 二二年十二月
SJ Hotel Service Marketing
Strategy Research
A Thesis
Submitted in Partial Fulfillment of the Requirement
For the MBA Degree in Hainan University
By
Meng Qingnan
Supervisor: Chen Yi-she
Major: Business Administration
Submitted time: Dec, 2022
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论文作者签名： 日期： 2022 年 12 月 9 日
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摘要
随着经济的发展和人民生活水平的提高，一方面，人们的物质需求不断地得
到满足，人们更加追求精神层面的满足；另一方面，现代生活的快节奏和高压的
工作状态，让越来越多的人通过假期度假旅游来放松心情和释放压力，这激发了
中国旅游业的蓬勃发展，与旅游业息息相关的酒店业也随之进入了黄金时代。海
南以其独特的地理环境和气候吸引了大批游客，也为酒店业提供了广阔的发展空
间，国内外知名酒店品牌纷纷涌入海南市场，海南酒店业的竞争日趋激烈。近年，
新冠肺炎疫情的肆虐让海南旅游业遭受寒冬，跨省游客客源极不稳定，这给酒店
业带来巨大的挑战。在激烈的市场竞争中和严峻的疫情环境下，酒店如何打破传
统观念，突破固定的营销策略，通过实施有效的服务营销策略，得到顾客的满意
并成为酒店忠诚顾客成为重要课题。
本文通过各种方法收集整理资料，以服务营销理论为基础，对 SJ 酒店服务营
销现状进行阐述和分析，以及通过顾客满意度调查问卷分析，发现SJ 酒店在服务
营销方面存在的服务人员主动服务意识差、产品与竞争对手趋同性强、营销渠道
较为单一、服务过程管理不规范、对网络评价不够重视等问题。利用SWOT 分析法
通过对酒店的优势、劣势、机会和威胁等四个方面开展分析，并通过酒店的宏观
环境、微观环境分析以及对酒店目标市场营销分析，明确市场定位。结合酒店实
际情况，从人员、产品、渠道、价格、过程、促销等方面优化策略。在人员方面，
提出通过人员培训、优化晋升和薪酬体制，提升员工素质和服务意识，留住和吸
引优秀员工。在渠道方面，通过微信、微博、线上直播和短视频等新媒体开展营
销；在过程方面，优化服务流程、把控服务细节，并在服务中注重与顾客的沟通，
满足顾客个性化服务，提升顾客满意度。在产品方面，分别针对酒店三类主要目
标客户对产品进行优化。在价格方面，实施价格动态管理和差异化价格策略。在
促销方面，重视网络口碑维护、做好公共关系促销，树立酒店良好形象，达到促
销目的。同时，制定了加强企业文化建设、创建以人为本的管理机制、组建专业
的网络营销团队等保障措施确保服务营销策略的实施。期望本论文的研究以及提
出的策略，在SJ 酒店实际经营获得运用，为酒店决策管理者提供参考价值，不断
改进酒店营销及管理工作，提升酒店服务质量，得到顾客的满意和认可，在激烈
的市场竞争中获取优势，不断扩大区域市场份额。
关键词：酒店；服务营销；顾客满意度；服务质量
Abstract
With the development of the economy and the improvement of people;s living
standards, on the one hand, people are increasingly pursuing spiritual satisfaction since
people;s material needs are constantly being met. On the other hand, the fast pace of
modern life and the high-pressure work state make more and more people take
vacations to relax and release stress, which has stimulated the booming development of
China;s tourism industry. The hotel industry, which is closely related to tourism, has
also entered a golden age. Hainan;s unique geographical environment and climate zone
have attracted a large number of tourists, and also provided a broad development space
for the hotel industry. Well-known hotel brands at home and abroad have poured into
the Hainan market, and the competition in the hotel industry in Hainan has become
increasingly fierce. In recent years, the raging of the COVID-19 pandemic has caused
the tourism industry in Hainan to suffer from a cold winter, and the source of
inter-provincial tourists is extremely unstable, which has brought huge challenges to the
hotel industry. In the fierce market competition and the severe epidemic environment, it
has become an important research topic for hotels to break through the traditional
concept and original marketing strategy, and to obtain customer satisfaction and loyal
customers through effective service marketing strategy.
This paper collects and organizes data through various methods, expounding and analyzing
the current situation of SJ hotel service marketing based on service marketing theory, then analysis
through customer satisfaction questionnaire, finds that SJ hotel has problems in service marketing,
such as poor service consciousness of service staff, strong convergence between products and
competitors, relatively single marketing channels, irregular service process management, and
insufficient attention to network evaluation. SWOT analysis has been used to analyze the hotel;s
strengths, weaknesses, opportunities and threats from four aspects. By analyzing the macro
environment, micro environment and target marketing analysis of the hotel, the paper clarifies the
market positioning of SJ Hotel; by combing the actual situation and marketing characteristics of the
hotel, it puts forward optimization strategies for the service marketing of SJ from seven aspects:
personnel, product, channel, price, process, promotion and tangible display. In terms of personnel, it
is proposed to improve the quality and service awareness of employees through personnel training,
optimization of promotion and salary system, and retain and attract outstanding employees. In terms
of channels, marketing is carried out through new media such as WeChat, Weibo, online live
streaming and short videos; In terms of process, optimize the service process, control the service
details, and pay attention to the communication with customers in the service to meet the
personalized service of customers and improve customer satisfaction. In terms of products, the
products are optimized for the three main target customers of the hotel. In terms of price, implement
price dynamic management and differentiated price strategy. In terms of promotion, attach
importance to the maintenance of online word-of-mouth, do a good job in public relations promotion,
establish a good image of the hotel, and achieve the purpose of promotion. At the same time,
safeguard measures such as strengthening the construction of corporate culture, creating a
people-oriented management mechanism, and forming a professional network marketing team have
been formulated to ensure the implementation of service marketing strategies. It is expected that the