本文選題：JL賓館 + 營(yíng)銷��； 參考：《四川師范大學(xué)》2013年碩士論文

【摘要】：酒店業(yè)是旅游業(yè)的重要組成部分，隨著旅游業(yè)的快速發(fā)展而日益興旺。與此同時(shí)，隨著各類酒店數(shù)量的快速增長(zhǎng)、競(jìng)爭(zhēng)方式的逐漸改變、管理水平的日益提高，酒店之間的競(jìng)爭(zhēng)也達(dá)到了更加白熱化的程度。營(yíng)銷自然成為共同關(guān)注的焦點(diǎn)，因而營(yíng)銷的不斷創(chuàng)新也就成為提高酒店市場(chǎng)競(jìng)爭(zhēng)力的最根本、最有效的途徑之一。探討和研究酒店?duì)I銷模式的內(nèi)容和特點(diǎn)，并在理論和實(shí)踐上有所突破，對(duì)于推動(dòng)酒店企業(yè)參與市場(chǎng)競(jìng)爭(zhēng)和占領(lǐng)更加廣泛的市場(chǎng)，具有重要的理論意義和現(xiàn)實(shí)意義。 本文圍繞酒店行業(yè)的發(fā)展趨勢(shì)和成都酒店業(yè)競(jìng)爭(zhēng)環(huán)境的變化，著重對(duì)成都JL賓館的營(yíng)銷策略進(jìn)行相關(guān)的研究與探討。按照市場(chǎng)定位理論和4P營(yíng)銷策略框架，，從成都JL賓館的市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇、市場(chǎng)定位出發(fā)，通過(guò)對(duì)成都酒店市場(chǎng)的競(jìng)爭(zhēng)狀況、酒店消費(fèi)者行為等方面的調(diào)查分析，了解成都酒店行業(yè)的現(xiàn)狀及市場(chǎng)前景，對(duì)成都JL賓館的目標(biāo)市場(chǎng)選擇和市場(chǎng)定位進(jìn)行明確。最后，論述了成都JL賓館的市場(chǎng)營(yíng)銷策略的每一環(huán)節(jié)，為提高成都JL賓館的市場(chǎng)盈利能力，保持競(jìng)爭(zhēng)優(yōu)勢(shì)提出實(shí)施方案。 本文的研究注重實(shí)踐與理論相結(jié)合，可以使成都JL賓館更加清楚而科學(xué)地認(rèn)識(shí)其所面臨的環(huán)境及組織管理中存在的一些問(wèn)題，從而指導(dǎo)賓館在未來(lái)一個(gè)相當(dāng)長(zhǎng)的時(shí)期內(nèi)的經(jīng)營(yíng)活動(dòng)。
[Abstract]:Hotel industry is an important part of tourism, with the rapid development of tourism and increasingly prosperous. At the same time, with the rapid growth of the number of all kinds of hotels, the gradual change of competition mode and the improvement of management level, the competition between hotels has reached a more intense degree. Marketing has naturally become the focus of common concern, so the continuous innovation of marketing has become one of the most fundamental and effective ways to improve the competitiveness of hotel market. This paper discusses and studies the contents and characteristics of hotel marketing model, and makes some breakthroughs in theory and practice, which will promote hotel enterprises to participate in market competition and occupy a wider market. This paper focuses on the development trend of the hotel industry and the changes of the competitive environment of Chengdu hotel industry, focusing on the relevant research and discussion on the marketing strategy of Chengdu JL Hotel. According to the market positioning theory and 4P marketing strategy framework, from the market segmentation, target market selection and market positioning of Chengdu JL Hotel, this paper analyzes the competition situation of Chengdu hotel market, hotel consumer behavior and so on. Understand the present situation and market prospect of Chengdu hotel industry, and define the target market choice and market orientation of Chengdu JL Hotel. Finally, this paper discusses every link of the marketing strategy of Chengdu JL Hotel, and puts forward the implementation plan to improve the market profitability and maintain the competitive advantage of Chengdu JL Hotel. The research in this paper pays attention to the combination of practice and theory. It can make the JL hotel in Chengdu know more clearly and scientifically some problems in its environment and organization management, and guide the management activities of the hotel in a long period in the future.
【學(xué)位授予單位】：四川師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F719

【參考文獻(xiàn)】

相關(guān)期刊論文 前9條

1 陳薇;;網(wǎng)絡(luò)外包直銷酒店供應(yīng)鏈下游管理優(yōu)化新思路[J];經(jīng)營(yíng)管理者;2009年12期

2 王興瓊;當(dāng)前我國(guó)飯店業(yè)的經(jīng)營(yíng)困境及其所采取對(duì)策和績(jī)效研究[J];北京第二外國(guó)語(yǔ)學(xué)院學(xué)報(bào);2004年05期

3 徐棲玲,陳歡;INTERNET——酒店與顧客溝通的新橋梁[J];旅游科學(xué);1999年02期

4 張建慶;談當(dāng)前飯店?duì)I銷競(jìng)爭(zhēng)新策略[J];寧波大學(xué)學(xué)報(bào)(人文科學(xué)版);2000年02期

5 牟峰;論國(guó)內(nèi)與國(guó)際飯店管理(集團(tuán))公司之差距[J];四川經(jīng)濟(jì)管理學(xué)院學(xué)報(bào);2003年03期

6 劉佳;產(chǎn)品服務(wù)——在競(jìng)爭(zhēng)中獲勝的關(guān)鍵[J];企業(yè)管理;1993年11期

7 王國(guó)秀;我國(guó)目前酒店?duì)I銷的一些誤區(qū)及其突破[J];蕪湖職業(yè)技術(shù)學(xué)院學(xué)報(bào);2002年01期

8 魯培康;;營(yíng)銷模式:以不變制變的營(yíng)銷定律[J];銷售與市場(chǎng)(管理版);2010年01期

9 ;2012上半年經(jīng)濟(jì)型酒店行業(yè)分析報(bào)告[J];中國(guó)連鎖;2012年09期

本文編號(hào)：2002171