本文選題：錦江賓館　切入點：酒店餐飲　出處：《西南財經(jīng)大學(xué)》2008年碩士論文

【摘要】： 酒店業(yè)是我國最早對外開放的行業(yè)之一,隨著旅游業(yè)的蓬勃發(fā)展,我國酒店業(yè)將得到更大的發(fā)展機(jī)會。而隨著人們生活與消費方式的轉(zhuǎn)變,酒店的功能,尤其是高星級酒店的功能與以往相比有了很大的變化,消費者對酒店的功能性要求也越來越高。現(xiàn)代酒店是由客房、餐廳、酒吧、商場,以及宴會、會議、通訊、娛樂、健身等設(shè)施組成,能夠滿足客人在吃、住、行、游、購、娛、通訊、商務(wù)、健身等各種需求的多功能、綜合性的服務(wù)設(shè)施。新的消費趨勢使住宿條件在整個酒店體系的權(quán)重有所減低,人們來酒店消費,很多時候僅僅是因為餐飲或者會議的需求。例如政府或者公司的宴會或者商務(wù)性的餐飲消費、培訓(xùn)的開展、發(fā)布會或者婚宴的舉行等等,這些新的服務(wù)項目在為酒店帶來高額利潤的同時,也加速了酒店部門的轉(zhuǎn)型和改革。 面對這些市場需求的轉(zhuǎn)變,酒店必須把握市場機(jī)會,以市場為導(dǎo)向,圍繞市場開展改革工作。對于酒店餐飲部門而言,市場營銷是酒店餐飲經(jīng)營活動的重要組成部分,它始于酒店提供產(chǎn)品和服務(wù)之前,研究賓客的需要和促進(jìn)客源的增長,開發(fā)酒店市場的潛力,增進(jìn)酒店的收益。市場營銷涉及到滿足賓客的需求產(chǎn)品--從酒店流通到賓客的一切業(yè)務(wù)活動,最終實現(xiàn)預(yù)設(shè)的經(jīng)營目標(biāo)。市場營銷不僅僅是單一的推銷模式,它涉及的面廣而深,包含了市場營銷的調(diào)查,產(chǎn)品的設(shè)計、開發(fā)和定價,產(chǎn)品推廣,渠道流通等等方面的內(nèi)容。 本文選取了四川省最早的五星級酒店之一——錦江賓館作為研究對象,現(xiàn)有的相關(guān)研究大多數(shù)探討了酒店經(jīng)營管理中某一方面問題,基本上都是針對酒店產(chǎn)品整體,研究對于目前酒店的營銷模式、管理機(jī)制、成本控制方面給出了一定的理論指導(dǎo)�？创龁栴}的角度也都是從專家學(xué)者的角度加以探討的。然而,從酒店本身的角度,立足于市場不斷細(xì)分化的背景,來衡量酒店的餐飲是否已充分發(fā)掘其發(fā)展?jié)摿Φ难芯?來看酒店產(chǎn)品是否能夠滿足消費者餐飲會議等方面的需求,從而為酒店餐飲的進(jìn)一步專業(yè)化發(fā)展提供建設(shè)性的具體的參考意見,這方面的研究相對缺乏。本文主要以四川錦江賓館為研究對象,探討如何提升錦江賓館餐飲部產(chǎn)品的質(zhì)量與其市場營銷策略的完善。 四川錦江賓館是中國西南地區(qū)首家五星級酒店,同時也是一家全資國有酒店。作為國企,相對而言,四川錦江賓館在管理和制度的轉(zhuǎn)型方面是比較成功的,但是與一些先進(jìn)的外資酒店相比較,依然存在著很多需要改進(jìn)與提高的地方。餐飲部作為錦江賓館一個重要的組成部分,也受到了一些影響,很多情況下還是憑經(jīng)驗運作的成分較大,對市場營銷的理念全面的了解和實施還需要提高。本文選取錦江賓館餐飲部作為研究對象,運用最新的營銷理論,結(jié)合實際,對其營銷戰(zhàn)略進(jìn)行探討,將著重討論在新經(jīng)濟(jì)背景下的酒店與餐飲市場競爭中,錦江賓館餐飲部應(yīng)該怎樣運用它自身的品牌優(yōu)勢,不斷創(chuàng)新提高營銷方法和營銷觀念,將營銷觀念從傳統(tǒng)的營銷觀念向現(xiàn)代的營銷觀念轉(zhuǎn)變,并將這些營銷觀念落實到實際工作中。通過酒店餐飲與營銷的緊密結(jié)合,把酒店的餐飲作大做強(qiáng)。試圖通過個案分析,找到一個其它同類酒店餐飲會議等功能性部門可以借鑒的營銷戰(zhàn)略制訂、分析、實施的模式。 本文的主要研究內(nèi)容如下: 第一部分為文章的緒論部分,首先介紹了本文的研究背景,并從理論和實際兩方面對文章的研究意義作了闡述;然后對本文的研究方法與創(chuàng)新點作了說明,在著重對關(guān)于酒店營銷、酒店餐飲營銷和一般餐飲產(chǎn)品營銷理論的國內(nèi)外的最新研究成果作了敘述和評論后,對本文的基本思路與邏輯結(jié)構(gòu)作了概述。 第二部分是根據(jù)已有文獻(xiàn)的吸收總結(jié)以及從錦江賓館餐飲產(chǎn)品的實際情況出發(fā),提出了本文研究的理論前提條件:顧客對酒店餐飲產(chǎn)品的需求水平與滿意程度,決定了顧客消費的頻率與酒店收入的增長。而市場營銷策略的全面完善,是決定顧客需求水平與滿意程度的關(guān)鍵。立足于該前提條件,提出了本文研究的總體構(gòu)思框架:提升酒店餐飲部收益需要顧客有最佳的滿意度與消費欲望。而這兩者需要市場營銷策略的全面完善與實施。因此,本章提出以營銷策略為重點提升四川錦江賓館餐飲部實力,創(chuàng)造錦江賓館餐飲部品牌的決策成為必然。通過介紹完善餐飲部市場營銷策略的重要性,說明本文選擇了四川錦江賓館的餐飲部的市場營銷策略作為研究方向的原因,指明了高星級酒店完善餐飲會議等多功能性的必要性,因為酒店的營銷水平,很大的程度上是酒店是否重視營銷觀念、營銷戰(zhàn)略所決定的。 第三部分主要是對四川錦江賓館餐飲部現(xiàn)狀分析與問題的說明。說明了四川錦江賓館餐飲部的經(jīng)營管理與營銷現(xiàn)狀,明確了分析的目標(biāo),根據(jù)錦江賓館餐飲部產(chǎn)品的特征和現(xiàn)狀,總結(jié)了錦江賓館餐飲部產(chǎn)品現(xiàn)狀和存在的具體問題主要有三點,分別是:一、產(chǎn)品與個性化服務(wù)的穩(wěn)定性與創(chuàng)新需要加強(qiáng);二、網(wǎng)絡(luò)等新的渠道與促銷工具應(yīng)用較少;三、整體營銷的觀念沒有深入人心,忽略了服務(wù)過程的整體性。 第四部分是通過用SWOT分析法,選擇了影響錦江賓館餐飲部消費者的各個環(huán)境要素,并作出了較為詳細(xì)的闡述,分析錦江賓館餐飲部的內(nèi)部優(yōu)勢、劣勢分析,外部的機(jī)會與威脅分析,并通過市場選擇,明確了錦江賓館的目標(biāo)市場。最后,根據(jù)SWOT分析與目標(biāo)市場選定的結(jié)果,通過對比分析,得出環(huán)境分析的結(jié)論。 第五部分是針對第三部分提出的問題,通過第四部分的分析,提出了關(guān)于完善錦江賓館餐飲部市場營銷策略的對策建議,分別是:一、堅持產(chǎn)品創(chuàng)新,加強(qiáng)個性化服務(wù);二、多渠道經(jīng)營與促銷,構(gòu)建信息化平臺;三、合理運用有形證據(jù),重視服務(wù)過程互動性。通過產(chǎn)品、促銷、渠道、人、有形證據(jù)、過程等戰(zhàn)略的結(jié)合運用,對其營銷戰(zhàn)略實施提出了相應(yīng)的組合策略。 希望通過以上對策建議的提出,能夠?qū)μ岣咤\江賓館餐飲部市場營銷程度,提升酒店餐飲部品牌有一定的啟示作用。 本文在選題上緊扣實際,結(jié)合營銷學(xué)理論對特定酒店的營銷戰(zhàn)略進(jìn)行了實證性的探討,并采用了較多的第一手資料對酒店內(nèi)外部環(huán)境進(jìn)行了詳細(xì)的分析。對酒店餐飲部有一定的實戰(zhàn)意義和指導(dǎo)作用,對其它酒店餐飲會議等營銷活動均有參考價值。 本文的主要創(chuàng)新之處主要表現(xiàn)在研究對象上的創(chuàng)新。通過相關(guān)資料的檢索和查閱,目前我國學(xué)者對于酒店的相關(guān)研究重點主要集中在整體的經(jīng)營管理與營銷策略方面,本文則選取了更加細(xì)分化的研究對象,試圖把餐飲部作為一個相對獨立的生產(chǎn)與營銷單元,引入SWOT,7P以及顧客滿意等相關(guān)理論,研究它們之間的關(guān)聯(lián)促進(jìn)關(guān)系,及在此基礎(chǔ)上探討提高酒店餐飲部產(chǎn)品的競爭力與營銷策略研究,以此針對酒店的餐飲產(chǎn)品的發(fā)展與完善來進(jìn)一步提出相應(yīng)的對策和建議。這不管是理論上還是實踐運用上都是有很大的研究空間和研究意義。
[Abstract]:The hotel industry is one of the earliest open industries in China . With the rapid development of tourism industry , the hotel industry will get more development opportunities . With the change of people ' s life and consumption mode , the function of the hotel , especially the high - star hotel , has changed greatly .



In the face of the transformation of these market demands , the hotel must seize the market opportunity and carry out the reform work around the market . For the hotel and beverage department , the marketing is an important part of the hotel ' s catering operation . It starts with the demand of guests and promotes the growth of the customer sources , the potential of the hotel market and the benefits of the hotel . The marketing is not only a single marketing mode , but also includes marketing research , product design , development and pricing , product promotion , channel circulation and so on .



This paper has selected one of the earliest five - star hotels in Sichuan as the research object , and most of the related researches have discussed the problems in the hotel management .



The Jinjiang Hotel in Sichuan is the first five - star hotel in southwest China , and it is a wholly state - owned hotel . As a state - owned enterprise , it is relatively successful in the transformation of management and system .



The main contents of this paper are as follows :



The first part is the introduction part of the article , first introduces the research background of this paper , and explains the research significance of the article from both theory and practice . Then the research methods and innovation points of this paper are described , and the basic idea and logical structure of this paper are summarized after the recent research results of hotel marketing , hotel catering marketing and general catering product marketing theory are described and commented .



The second part , based on the summary of the absorption of the existing literatures and the actual situation of the catering products from the JinJiang Hotel , puts forward the theoretical precondition of the study . The overall perfection of the marketing strategy is the key to the customer ' s demand level and the satisfaction degree .



The third part is mainly about the analysis and the problems of the present situation of the restaurant and beverage department of the Jinjiang Hotel in Sichuan . The article explains the management and marketing situation of the restaurant and beverage department of Jinjiang Hotel in Sichuan , and makes clear the goal of the analysis . According to the characteristics and the present situation of the products in the restaurant and beverage department of JinJiang Hotel , the article summarizes the present situation and the existing problems of the product of the restaurant and beverage of the JinJiang Hotel .



In the fourth part , by SWOT analysis method , the environmental factors influencing the consumers of the catering department of JinJiang Hotel are selected , and the internal advantages , disadvantages , opportunities and threat analysis of Jinjiang Hotel are analyzed , and the target market of JinJiang Hotel is defined through market selection . Finally , according to SWOT analysis and the selected results of the target market , the conclusion of environmental analysis is drawn through comparative analysis .



The fifth part is aiming at the third part , through the analysis of the fourth part , put forward the countermeasure suggestion about improving the marketing strategy of the catering department of JinJiang Hotel , namely , insist on the product innovation , strengthen the personalized service ; secondly , multi - channel management and promotion , build the information platform ; 3 , reasonable use of the tangible evidence , pay attention to the interaction of the service process . Through the combination of product , promotion , channel , person , tangible evidence , process and other strategies , the corresponding combination strategy is put forward for its marketing strategy implementation .



It is hoped that through the above countermeasures , it is possible to improve the marketing level of the catering department of Jinjiang Hotel and improve the brand of restaurant and beverage .



In this paper , we discuss the practical situation of the hotel ' s marketing strategy based on the theory of marketing , and make a detailed analysis of the hotel ' s internal and external environment with more first - hand information . It has some practical significance and guidance to the hotel and beverage department , and has reference value to other marketing activities such as hotel and beverage conference .



This paper mainly focuses on the innovation in the research object . Through the retrieval and inspection of the relevant information , the research focus on the hotel is mainly focused on the overall management and marketing strategy . In this paper , the relationship between them is studied .

【學(xué)位授予單位】：西南財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F274;F719.3

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 張江恒;單體經(jīng)濟(jì)型酒店全景整合式電子商務(wù)平臺研究[D];南昌大學(xué);2011年

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本文編號：1716626