本文關(guān)鍵詞： 數(shù)字化 酒店?duì)I銷 營銷策略 世茂皇家艾美酒店　出處：《華東理工大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著二十一世紀(jì)互聯(lián)網(wǎng)的高速發(fā)展,互聯(lián)網(wǎng)+理念的提出,現(xiàn)在的信息技術(shù)滲透在各行各業(yè)中,同時(shí)以極快的速度擴(kuò)展到全球,信息化社會使得信息與服務(wù)以快的速度傳送至全球各個(gè)國家�；ヂ�(lián)網(wǎng)以無障礙的形式存在與我們的身邊,所以,信息在當(dāng)今社會可以跨越國家進(jìn)行了解與交換,為每一位使用互聯(lián)網(wǎng)的用戶提供方便�；ヂ�(lián)網(wǎng),個(gè)人移動設(shè)備的運(yùn)用,使信息技術(shù)對包括酒店行業(yè)的各行各業(yè)的傳統(tǒng)管理模式帶來極大的沖擊。高速發(fā)展的信息技術(shù)為酒店的經(jīng)營創(chuàng)建了新的營銷模式,并且使用者不再受時(shí)間和地點(diǎn)的限制。深入分析信息技術(shù)發(fā)展對當(dāng)前酒店?duì)I銷管理的影響,對推進(jìn)酒店信息化對酒店發(fā)展,特別是對營銷變革具有重要的現(xiàn)實(shí)意義。本文以上海世茂皇家艾美酒店以研究對象,通過概括與闡述了市場營銷環(huán)境和市場營銷策略的相關(guān)理論與研究,同時(shí)對微觀營銷環(huán)境、宏觀營銷環(huán)境、營銷組合策略、營銷策略要點(diǎn)等進(jìn)行梳理與總結(jié),并在分析艾美酒店目前的營銷策略現(xiàn)狀的基礎(chǔ)上,根據(jù)理論與實(shí)踐,發(fā)現(xiàn)并分析了酒店在互聯(lián)網(wǎng)時(shí)代背景下所面臨的機(jī)遇,以及目前營銷策略存在的問題,并提出了數(shù)字時(shí)代背景下艾美酒店的營銷策略變革建議。本文建議,上海世貿(mào)皇家艾美酒店要實(shí)施多元化線上營銷、重視酒店?duì)I銷信息服務(wù)建設(shè)、完善酒店數(shù)字服務(wù)系統(tǒng)、推廣移動支付等數(shù)字支付手段。
[Abstract]:With the rapid development of the Internet in 21th century, the concept of the Internet was put forward, now the information technology permeates into various industries, at the same time, it extends to the whole world at a very fast speed. Information society enables information and services to be transmitted to every country in the world at a high speed. The Internet exists with us in a barrier-free form. Therefore, information can be understood and exchanged across countries in today's society. To provide convenience for every user who uses the Internet. The use of the Internet and personal mobile devices. Information technology has brought great impact to the traditional management mode of various industries including hotel industry. The rapid development of information technology has created a new marketing model for hotel management. And users are no longer limited by time and location. In-depth analysis of the impact of the development of information technology on the current hotel marketing management, to promote hotel information to hotel development. In particular, it has important practical significance to the marketing reform. This article takes the Shanghai Shimao Royal Amy Hotel as the research object, through the summary and the elaboration marketing environment and the marketing strategy correlation theory and the research. At the same time, the micro marketing environment, macro marketing environment, marketing combination strategy, marketing strategy key points are combed and summarized, and on the basis of analyzing the current situation of Amy Hotel marketing strategy, according to the theory and practice. This paper finds and analyzes the opportunity that hotel faces under the background of the Internet era and the problems existing in the current marketing strategy, and puts forward suggestions for the reform of the marketing strategy of Amy Hotel under the background of the digital age. The Royal Amy Hotel of Shanghai World Trade Organization should carry out diversified online marketing, attach importance to the construction of hotel marketing information service, perfect the hotel digital service system, and promote the digital payment means such as mobile payment.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F719.2;F274

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