本文選題：WD　切入點(diǎn)：酒店　出處：《廣西大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：酒店的營銷策略研究是一個(gè)長盛不衰的研究命題。隨著時(shí)代的發(fā)展,市場環(huán)境的變化以及消費(fèi)者行為出現(xiàn)分異,不同酒店在營銷面臨的困境、問題診斷以及策略上既存在共性,也存在差異。南寧市WD酒店作為區(qū)域性的高星級重要酒店,其營銷面臨的問題及其原因在西部地區(qū)具有一定的典型性。論文從相關(guān)理論與實(shí)踐出發(fā),運(yùn)用文獻(xiàn)分析與深度訪談?wù){(diào)查等研究方法,對南寧市WD的營銷現(xiàn)狀進(jìn)行了梳理,分析了該酒店在營銷上存在的四大問題分別是：忽略了日益擴(kuò)大的中高端旅游市場、顧客導(dǎo)向營銷理念認(rèn)識不足、條塊分割管理模式影響整體營銷以及關(guān)系營銷的具體措施不足。論文在分析這些營銷問題產(chǎn)生的原因時(shí),不但揭示了問題出現(xiàn)的直接原因,而且透過酒店行業(yè)的運(yùn)行環(huán)境和現(xiàn)實(shí),闡明了營銷困境存在的深層次矛盾。研究認(rèn)為：WD酒店應(yīng)該針對南寧市國際旅游集散中心的地位以及日益擴(kuò)大的旅游接待量有所作為。特別是在針對中高端旅游者市場的酒店?duì)I銷以及市場份額的搶占上實(shí)現(xiàn)新的跨越。
[Abstract]:With the development of the times, the change of the market environment and the differentiation of the consumer behavior, different hotels are faced with the dilemma of marketing, the problem diagnosis and the strategy both have the common character, with the development of the hotel marketing strategy is a long and prosperous research propositions, with the development of the times, the change of the market environment and the consumer behavior are different. There are also differences. As a regional high star hotel, the marketing problems and causes of WD hotel in Nanning are typical in the western region. By using the methods of literature analysis and in-depth interview investigation, this paper combs the marketing situation of WD in Nanning, and analyzes the four major problems in marketing of this hotel: neglecting the expanding middle and high-end tourism market. The concept of customer-oriented marketing is not well understood, and the specific measures to influence the overall marketing and relational marketing are not enough. When analyzing the causes of these marketing problems, the paper not only reveals the direct causes of the problems. And through the operating environment and reality of the hotel industry, The paper clarifies the deep contradiction of marketing dilemma. The research thinks that the W WD hotel should be aimed at the status of Nanning's international tourism distribution center and the increasing number of tourist reception, especially in the case of middle and high-end tourists. Hotel marketing and market share of the market to achieve a new leap.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F719

【參考文獻(xiàn)】

相關(guān)期刊論文 前2條

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本文編號：1577889