石家莊如家快捷酒店營銷戰(zhàn)略研究
發(fā)布時間：2018-08-20 19:46
【摘要】：近些年，伴隨著中國國內(nèi)經(jīng)濟型酒店的快速發(fā)展，很多投資商開始關(guān)注國內(nèi)的經(jīng)濟型酒店品牌。2012年榮登世界50大飯店品牌之一的如家集團，在完成了對莫泰酒店100%的股權(quán)收購之后，以占據(jù)25%市場份額的絕對優(yōu)勢，成為了擠進世界十強的第一個新公司。目前擁有如家、莫泰、和頤三大酒店品牌的如家集團，在全國250多個城市擁有2000多家酒店、20萬間客房，，有7萬多名員工，600萬家賓會員，每年接待賓客9000萬人次。 以賓至如歸的"家"文化服務(wù)理念和民族品牌形象為特色的如家營銷模式，顯然已經(jīng)成為了業(yè)內(nèi)普遍效仿的對象。與此同時，由于近幾年如家快捷酒店的發(fā)展戰(zhàn)略逐漸從一線城市轉(zhuǎn)向開發(fā)中國西部市場和二、三線城市，作為身處二線城市石家莊的如家快捷酒店也將面臨著如家模式的應(yīng)用和自我調(diào)整的現(xiàn)狀。 所以本文運用了企業(yè)營銷戰(zhàn)略分析理論和多種研究方法，在對如家7種營銷策略深入分析的基礎(chǔ)上，以石家莊如家快捷酒店為主要研究對象，通過STP分析對符合石家莊如家快捷酒店的目標(biāo)市場進行定位，運用基于AHP的環(huán)境分析和SWOT分析，提出石家莊如家快捷酒店在應(yīng)用如家營銷模式時應(yīng)該做到“應(yīng)時而異，應(yīng)事而異”，重點實施以抓住機遇、克服劣勢為主的扭轉(zhuǎn)型營銷戰(zhàn)略。
[Abstract]:In recent years, with the rapid development of domestic economy hotels in China, many investors have begun to pay attention to the domestic economic hotel brands. In 2012, Rujia Group, one of the top 50 hotel brands in the world, became one of the top 50 hotel brands in the world. After completing its 100 percent stake in Motel, it became the first new company to squeeze into the world's top 10 with an absolute 25% market share. At present, Rujia Group, which owns three hotel brands including Rujia, Motai and Yi, has more than 2000 hotels, 200000 guest rooms, more than 70,000 employees, 6 million guest members and 90 million guests every year in more than 250 cities. The "home" cultural service concept and the national brand image, characterized by the home marketing model, have obviously become the common object of emulation in the industry. At the same time, since the development strategy of City Home Inn in recent years has gradually shifted from the first-tier cities to the development of the western market and the second-and third-tier cities in China, As a second-tier city Shijiazhuang City Home Inn will also face the application of home model and self-adjustment status. Therefore, this paper uses the theory of enterprise marketing strategy analysis and various research methods, on the basis of in-depth analysis of seven marketing strategies, taking Shijiazhuang City Home Inn as the main research object, Through STP analysis, the target market of Shijiazhuang City Home Inn is positioned. By using the environment analysis based on AHP and SWOT analysis, the author points out that Shijiazhuang City Home Inn should be "timely but different when applying home marketing mode". The focus of implementation is to seize the opportunity and overcome the disadvantages of the twisting marketing strategy.
【學(xué)位授予單位】：石家莊經(jīng)濟學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F719
本文編號：2194789
[Abstract]:In recent years, with the rapid development of domestic economy hotels in China, many investors have begun to pay attention to the domestic economic hotel brands. In 2012, Rujia Group, one of the top 50 hotel brands in the world, became one of the top 50 hotel brands in the world. After completing its 100 percent stake in Motel, it became the first new company to squeeze into the world's top 10 with an absolute 25% market share. At present, Rujia Group, which owns three hotel brands including Rujia, Motai and Yi, has more than 2000 hotels, 200000 guest rooms, more than 70,000 employees, 6 million guest members and 90 million guests every year in more than 250 cities. The "home" cultural service concept and the national brand image, characterized by the home marketing model, have obviously become the common object of emulation in the industry. At the same time, since the development strategy of City Home Inn in recent years has gradually shifted from the first-tier cities to the development of the western market and the second-and third-tier cities in China, As a second-tier city Shijiazhuang City Home Inn will also face the application of home model and self-adjustment status. Therefore, this paper uses the theory of enterprise marketing strategy analysis and various research methods, on the basis of in-depth analysis of seven marketing strategies, taking Shijiazhuang City Home Inn as the main research object, Through STP analysis, the target market of Shijiazhuang City Home Inn is positioned. By using the environment analysis based on AHP and SWOT analysis, the author points out that Shijiazhuang City Home Inn should be "timely but different when applying home marketing mode". The focus of implementation is to seize the opportunity and overcome the disadvantages of the twisting marketing strategy.
【學(xué)位授予單位】：石家莊經(jīng)濟學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F719
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