本文選題：酒店 + 市場(chǎng)��； 參考：《寧波大學(xué)》2014年碩士論文

【摘要】：近年來(lái)全國(guó)各地高星級(jí)酒店發(fā)展速度較快，星級(jí)酒店數(shù)量逐漸增多。寧波地處發(fā)達(dá)的東部沿海地區(qū)，從寧波酒店業(yè)發(fā)展現(xiàn)狀來(lái)看，雖然各星級(jí)酒店之間的競(jìng)爭(zhēng)將會(huì)更趨于激烈，但是從寧波星級(jí)酒店的長(zhǎng)遠(yuǎn)市場(chǎng)前景來(lái)看，依然具有巨大發(fā)展?jié)摿�。在這樣的一個(gè)市場(chǎng)環(huán)境下，本文以寧波HJ大酒店為研究對(duì)象，，運(yùn)用最新的市場(chǎng)營(yíng)銷和酒店?duì)I銷理論，結(jié)合HJ酒店實(shí)際情況，對(duì)其營(yíng)銷策略進(jìn)行探討。 首先通過(guò)SWOT分析方法發(fā)現(xiàn)，寧波HJ大酒店具有地理位置優(yōu)越、服務(wù)水平優(yōu)質(zhì)以及硬件設(shè)施較新等優(yōu)勢(shì)，同時(shí)也存在市場(chǎng)份額較小、品牌影響力不足以及管理人才和水平較弱等問(wèn)題。雖然政府政策支持旅游業(yè)發(fā)展以及寧波城市化加快建設(shè)等給酒店的發(fā)展帶來(lái)了良好機(jī)遇，但是依然存在著國(guó)家宏觀政策影響、激烈的市場(chǎng)競(jìng)爭(zhēng)等給酒店帶來(lái)的威脅。然后通過(guò)結(jié)合競(jìng)爭(zhēng)酒店和自身的優(yōu)劣勢(shì)分析、差異化競(jìng)爭(zhēng)分析、市場(chǎng)定位分析等理論進(jìn)行營(yíng)銷策略分析,確立HJ酒店市場(chǎng)定位和目標(biāo),然后從HJ酒店的市場(chǎng)營(yíng)銷策略方案的各個(gè)步驟,設(shè)計(jì)出6P（包括產(chǎn)品策略、價(jià)格策略、銷售渠道策略、促銷策略、政府政策策略、公共關(guān)系策略），以及4R（關(guān)聯(lián)策略、反應(yīng)策略、關(guān)系策略、報(bào)酬策略）營(yíng)銷實(shí)施策略。最后,HJ酒店強(qiáng)調(diào)在中央政府“八規(guī)六禁”制度調(diào)控下，自身需要在不斷創(chuàng)新產(chǎn)品、提高服務(wù)質(zhì)量，拓寬營(yíng)銷渠道，改變營(yíng)銷方式等方面做出積極應(yīng)對(duì)。
[Abstract]:In recent years, the development of high-star hotels across the country is fast and the number of star hotels is increasing. Ningbo is located in the developed eastern coastal area. Judging from the present situation of Ningbo hotel industry, although the competition among star-rated hotels will be more intense, the long-term market prospect of Ningbo star-rated hotel still has great development potential. In such a market environment, this paper takes Ningbo HJ Hotel as the research object, using the latest marketing and hotel marketing theory, combined with the actual situation of HJ Hotel, discusses its marketing strategy. Firstly, through SWOT analysis, it is found that Ningbo HJ Hotel has the advantages of superior geographical location, excellent service level and relatively new hardware facilities. At the same time, it also has a small market share. Brand influence is insufficient and management talent and level are weak and so on. Although the government policy supports the development of tourism and the urbanization of Ningbo brings good opportunities for the development of hotels, but there are still national macro policy impact, fierce market competition and other threats to hotels. Then, through the combination of competitive hotel and its own advantages and disadvantages analysis, differential competition analysis, market positioning analysis and other theories of marketing strategy analysis, establish HJ hotel market positioning and objectives. Then 6P (including product strategy, price strategy, sales channel strategy, sales promotion strategy, government policy strategy, public relations strategy, and 4R strategy) is designed from each step of the marketing strategy program of HJ Hotel, which includes product strategy, price strategy, sales channel strategy, promotion strategy, government policy strategy, public relations strategy, and 4R (linkage strategy, response strategy). Relationship strategy, reward strategy) marketing implementation strategy. Finally, HJ Hotel emphasizes that under the control of the "eight rules and six prohibitions" system of the central government, it needs to make positive responses in innovating products, improving service quality, widening marketing channels, changing marketing methods and so on.
【學(xué)位授予單位】：寧波大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F719;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 孫鎮(zhèn);;現(xiàn)代酒店?duì)I銷問(wèn)題探討[J];產(chǎn)業(yè)與科技論壇;2010年03期

本文編號(hào)：1955133