西安經發(fā)國際大酒店營銷策略研究
發(fā)布時間：2018-09-10 10:01
【摘要】：盡管陜西地處欠發(fā)達的西部地區(qū),但近年來陜西星級酒店發(fā)展速度較快,星級酒店數量逐漸增多。從西安酒店業(yè)發(fā)展現狀可見,未來西安星級酒店具有巨大發(fā)展?jié)摿?同時各星級酒店之間的競爭將會更加激烈。在上述背景下,本文以西安經發(fā)國際大酒店為研究對象,在分析其營銷環(huán)境的基礎上設計了其營銷策略,以期有助于西安經發(fā)國際大酒店能夠準確把握市場機遇,提高營銷水平,提高其在西安市場上的競爭力。 針對西安酒店業(yè)市場的嚴峻競爭形勢,西安經發(fā)國際大酒店采取了若干營銷措施,但是,沒有形成一個較為完整的營銷方案,無論是在營銷管理理念上,還是在具體的營銷策略上都沒能緊跟市場步伐,這不利于西安經發(fā)國際大酒店的可持續(xù)發(fā)展。通過SWOT分析發(fā)現,西安經發(fā)國際大酒店具有地理位置優(yōu)越、服務標準嚴格、債務負擔小以及人力資源雄厚等優(yōu)勢,同時也存在部分設施陳舊、客房量過少、缺少大型會議室以及中層管理干部結構不合理等問題。雖然,西安經發(fā)國際大酒店面臨著市場競爭激烈、宏觀政策影響大的威脅,但是旅游業(yè)發(fā)展、政府政策支持以及西安國際化大都市建設等給酒店的發(fā)展帶來了良好機遇。西安經發(fā)國際大酒店的目標市場定位在高端商務市場,酒店以高端的商務企業(yè)和商務人士、政務接待、高標準的商務會議和宴會接待為主,其他市場為輔。酒店在產品策略方面,首先應當擴大客房量,其次應當對酒店客房進行重新配置以提供舒適服務,還應當繼續(xù)提高服務質量和服務水平。在價格策略方面,除了采取會員VIP制策略之外,還應當采取折扣策略,折扣策略具有多種形式,主要可以采取時段折扣、設置鐘點房價格、網上優(yōu)惠、餐飲優(yōu)惠策略、停車優(yōu)惠策略以及季節(jié)折扣等。在渠道策略方面,不僅要鞏固中間商渠道建設,而且要開發(fā)新的酒店銷售渠道,加快實行網絡營銷策略,同時加強會員制建設。在促銷策略方面,應當采取直接人員促銷為主、間接促銷為輔的促銷策略。此外,酒店在今后的經營發(fā)展過程中主要在客戶、關聯方和政府三個層面上建立關系營銷,實現雙贏互惠、可持續(xù)發(fā)展。
[Abstract]:Although Shaanxi is located in the underdeveloped western region, in recent years, the development of star hotels in Shaanxi is relatively fast, and the number of star hotels is gradually increasing. It can be seen from the present situation of hotel industry in Xi'an that Xi'an star hotels will have great development potential in the future and the competition among star hotels will be more intense. Under the above background, this article takes the Xi'an Economic Development International Hotel as the research object, designs its marketing strategy on the basis of analyzing its marketing environment, in order to help Xi'an Economic Development International Hotel to grasp the market opportunity accurately. Improve marketing level, improve its competitiveness in Xi'an market. In view of the severe competition situation in the hotel market of Xi'an, Xi'an Economic Development International Hotel has taken some marketing measures, but has not formed a relatively complete marketing plan, whether in the concept of marketing management, Or in the specific marketing strategy did not keep up with the pace of the market, which is not conducive to the sustainable development of Xi'an Economic Development International Hotel. Through SWOT analysis, it is found that Xian Jingfa International Hotel has the advantages of superior geographical location, strict service standards, small debt burden and abundant human resources. At the same time, some facilities are old and the number of guest rooms is too small. Lack of large conference room and middle management cadre structure is unreasonable and so on. Although the Xi'an Economic Development International Hotel is facing the threat of fierce market competition and macro policy influence, the development of tourism industry, government policy support and the construction of Xi'an international metropolis have brought good opportunities for the development of the hotel. The target market of Xi'an Jingfa International Hotel is in the high-end business market, the hotel is supplemented by high-end business enterprises and business people, government affairs reception, high standard business meeting and banquet reception, and other markets. In terms of product strategy, first of all, the hotel should expand the number of rooms, secondly, it should reconfigure the hotel rooms to provide comfortable service, and should continue to improve the service quality and service level. In price strategy, in addition to adopting the member VIP system strategy, we should also adopt discount strategy, discount strategy has many forms, mainly can take time discount, set hourly room price, online discount, catering preferential strategy, Parking discount strategy and seasonal discount, etc. In the aspect of channel strategy, we should not only consolidate the channel construction of middleman, but also develop new hotel sales channel, accelerate the implementation of network marketing strategy, and strengthen the construction of membership system at the same time. In the aspect of promotion strategy, we should adopt direct promotion strategy with indirect promotion as supplementary strategy. In addition, the hotel in the future business development process mainly in the customer, related party and government three levels of relationship marketing, to achieve win-win mutual benefit, sustainable development.
【學位授予單位】：西北大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F719;F274
本文編號：2234127
[Abstract]:Although Shaanxi is located in the underdeveloped western region, in recent years, the development of star hotels in Shaanxi is relatively fast, and the number of star hotels is gradually increasing. It can be seen from the present situation of hotel industry in Xi'an that Xi'an star hotels will have great development potential in the future and the competition among star hotels will be more intense. Under the above background, this article takes the Xi'an Economic Development International Hotel as the research object, designs its marketing strategy on the basis of analyzing its marketing environment, in order to help Xi'an Economic Development International Hotel to grasp the market opportunity accurately. Improve marketing level, improve its competitiveness in Xi'an market. In view of the severe competition situation in the hotel market of Xi'an, Xi'an Economic Development International Hotel has taken some marketing measures, but has not formed a relatively complete marketing plan, whether in the concept of marketing management, Or in the specific marketing strategy did not keep up with the pace of the market, which is not conducive to the sustainable development of Xi'an Economic Development International Hotel. Through SWOT analysis, it is found that Xian Jingfa International Hotel has the advantages of superior geographical location, strict service standards, small debt burden and abundant human resources. At the same time, some facilities are old and the number of guest rooms is too small. Lack of large conference room and middle management cadre structure is unreasonable and so on. Although the Xi'an Economic Development International Hotel is facing the threat of fierce market competition and macro policy influence, the development of tourism industry, government policy support and the construction of Xi'an international metropolis have brought good opportunities for the development of the hotel. The target market of Xi'an Jingfa International Hotel is in the high-end business market, the hotel is supplemented by high-end business enterprises and business people, government affairs reception, high standard business meeting and banquet reception, and other markets. In terms of product strategy, first of all, the hotel should expand the number of rooms, secondly, it should reconfigure the hotel rooms to provide comfortable service, and should continue to improve the service quality and service level. In price strategy, in addition to adopting the member VIP system strategy, we should also adopt discount strategy, discount strategy has many forms, mainly can take time discount, set hourly room price, online discount, catering preferential strategy, Parking discount strategy and seasonal discount, etc. In the aspect of channel strategy, we should not only consolidate the channel construction of middleman, but also develop new hotel sales channel, accelerate the implementation of network marketing strategy, and strengthen the construction of membership system at the same time. In the aspect of promotion strategy, we should adopt direct promotion strategy with indirect promotion as supplementary strategy. In addition, the hotel in the future business development process mainly in the customer, related party and government three levels of relationship marketing, to achieve win-win mutual benefit, sustainable development.
【學位授予單位】：西北大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F719;F274
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