本文選題：賓館 + 市場(chǎng)營(yíng)銷�。� 參考：《石河子大學(xué)》2013年碩士論文

【摘要】：隨著經(jīng)濟(jì)的飛速發(fā)展和市場(chǎng)資源的日益豐富,酒店行業(yè)也進(jìn)入了一個(gè)高速發(fā)展的黃金時(shí)代。雖然2009年的金融危機(jī)給酒店行業(yè)帶來了巨大沖擊,但是隨著經(jīng)濟(jì)的復(fù)蘇,四、五星級(jí)酒店如雨后春筍般遍地開花,酒店行業(yè)面臨著前所未有的機(jī)遇和挑戰(zhàn)。在這樣復(fù)雜的競(jìng)爭(zhēng)環(huán)境中,想要保持相對(duì)的競(jìng)爭(zhēng)優(yōu)勢(shì),酒店的營(yíng)銷策略必須要求推陳出新,改變傳統(tǒng)的營(yíng)銷思路和模式,制定并實(shí)施適合自已酒店的營(yíng)銷策略,這樣才能在激烈的市場(chǎng)競(jìng)爭(zhēng)中立于不敗之地。 本文將以飯店臺(tái)州玉環(huán)長(zhǎng)城賓館研究對(duì)象,分析玉環(huán)長(zhǎng)城賓館在營(yíng)銷工作中所存在的問題,運(yùn)用宏觀環(huán)境分析,STP分析、SWOT分析法分析,針對(duì)這些問題提出一些具體解決方案。期望通過該研究的應(yīng)用,拓展?fàn)I銷思路,形成玉環(huán)長(zhǎng)城賓館在競(jìng)爭(zhēng)中的差異化優(yōu)勢(shì)地位。也希望通過這篇論文分析,能夠?yàn)槲覈?guó)酒店企業(yè)實(shí)施有效的營(yíng)銷策略起到一定的借鑒作用。
[Abstract]:With the rapid development of economy and the increasingly rich market resources, the hotel industry has entered a golden age of rapid development. Although the financial crisis in 2009 has brought a huge impact to the hotel industry, but with the economic recovery, four, five star hotels are springing up everywhere, the hotel industry is facing unprecedented opportunities and challenges. In such a complex competitive environment, in order to maintain the relative competitive advantage, the marketing strategy of the hotel must require the innovation, change the traditional marketing thinking and mode, formulate and implement the marketing strategy suitable for the hotel. Only in this way in the fierce market competition in an invincible position. This article will take the hotel Taizhou Yuhuan the Great Wall hotel research object, analyzes the Yuhuan the Great Wall hotel in the marketing work the existence question, uses the macroscopic environment analysis to analyze the Great Wall analysis method, proposes some concrete solutions to these problems. It is expected that through the application of this research, the marketing ideas will be expanded to form the differential advantage position of Yuhuan the Great Wall Hotel in competition. I also hope that through the analysis of this paper, it can play a certain reference role in the implementation of effective marketing strategy for Chinese hotel enterprises.
【學(xué)位授予單位】：石河子大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F719;F274

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本文編號(hào)：2052059