青岛大学硕士学位论文
A Marketing Strategy Study on D Business Hotel
Abstract
With the development of our country economy level, the national disposable
income increased, and the tourism industry has been vigorously developed. Under this
opportunity, the hotel industry hasachieved considerable development. As the
national consumer upgrades and high-end hotel market development sinking, the
competition in China's hotel industry is becoming increasingly fierce. In January 2020,
the sudden outbreak of new pneumonia, to the hotel industry to press the pause button,
2 years of the epidemic repeatedly, but also the hotel industry thinking, precipitation
of 2 years. In order to cope with the fierce competition and Epidemic situation,
business hotels need to be constantly familiar with market changes, understand
customer needs, and according to their own advantages and resources to develop
marketing strategies in line with the market and customer needs.
Taking D business hotel as an example, this paper analyzes the marketing
strategy of D business hotel in the current market environment by using literature
research method, case analysis method and comparative analysis method. First of all,
the paper analyzes the macro and micro environment of D business hotel to find its
own advantages, disadvantages, opportunitiesand threats.Secondly, through the
analysis of D business hotel's target market strategy and customer satisfaction, the
marketing status is sorted out, and the 7P service marketing mix theory is used to
diagnose the deficiencies of the current marketing strategy. Finally, in view of the
problems existing in marketing strategy, specific improvement plans are put forward:
in terms of product strategy, new products should be developed to increase product
diversification and individuation; In terms of price strategy, flexible pricing system
should be established to control costs while increasing revenue. In terms of channel
strategy, we should make full use of Wechat, Tiktok and other new media channels,
optimize OTA platform andcarry out word-of-mouthmarketing; In terms of
promotion strategy, we should make use of Wechat, Tiktok and other new media to
form a "hotel +" product portfolio strategy; In terms of personnel strategy, it is
necessary to strengthen staff training, optimize the salary structure and maintain staff
stability. In the aspect of process strategy, we should strengthen process management
and establish customer management system. In terms of visible display strategy,
awareness of the importance of visible display should be raised and a unified image
and logo should be presented to customers. In this paper, while putting forward the
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青岛大学硕士学位论文
improvement plan of marketing strategy, it also clarifies the guarantee measures of
marketing strategy implementation from three aspects of technology, talent and
culture.
Through the study of this paper, I hope to provide marketing strategy reference
for the management of D business hotel and help D business hotel improve its
marketing strategy. I also hope that through this study, to provide real cases for the
theoretical study of marketing strategy in China's hotel industry, find the problems in
the actual use of marketing theory, and put forward improvement strategies, draw
experience or theory worth promoting, and provide reference experience for other
hotels in the same industry.
Keywords: D business hotel, Marketing strategy， 7P marketing theory, SWOT
analysis,
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青岛大学硕士学位论文
目录
第1章绪论.......1
1.1研究背景及意义...........1
1.1.1研究背景...........1
1.1.2研究目的...........1
1.1.3研究意义...........1
1.2国内外研究现状...........2
1.2.1市场营销理论研究现状......2
1.2.2酒店市场营销策略研究现状.........4
1.2.3国内外研究综述.....9
1.3研究内容及方法..........10
1.3.1研究内容..........10
1.3.2研究方法..........12
第2章相关理论概述......13
2.1相关概念.........13
2.1.1市场营销及酒店营销的概念界定....13
2.1.2商务酒店的概念界定及营销特点....13
2.2营销理论及分析工具......15
2.2.1服务营销组合（7P）理论..........15
2.2.2PEST分析法........15
2.2.3SWOT分析法........15
2.2.4竞争五力分析模型.........16
第3章商务酒店营销环境分析.....16
3.1宏观环境（PEST）分析...........17
3.1.1政治（Political)环境....17
3.1.2经济（Economics）环境....18
3.1.3社会（Social）环境.......19
3.1.4技术（Technology）环境..........19
3.2微观环境分析............19
3.2.1D商务酒店内部环境分析....20
3.2.2行业竞争环境分析.........21
3.2.3市场需求分析......25
3.3SWOT分析........25
3.3.1优势.......25
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