【摘要】：經(jīng)過在國內大城市的飛速發(fā)展,經(jīng)濟型酒店己迅速向二三線城市蔓延,九江經(jīng)濟型酒店雖起步晚,但發(fā)展勢頭和前景良好。那么九江是否適合發(fā)展經(jīng)濟型酒店,當前發(fā)展現(xiàn)狀如何以及應該如何發(fā)展,必將成為九江市酒店業(yè)發(fā)展的一項重要課題。 本文首先界定了研究對象和研究范圍,介紹了經(jīng)濟型酒店的概念和有關特點,說明了研究背景和研究意義,闡述了全文的研究框架和研究方法,列舉了研究九江經(jīng)濟型酒店所需的基礎理論,包括SWOT理論、STP理論以及營銷傳播中的口碑傳播和攝眾傳播理論。其次,通過調查問卷的形式,對九江市大眾對經(jīng)濟型酒店的認知進行分析。再次,分析了九江發(fā)展經(jīng)濟型酒店的社會條件,以及通過具體數(shù)據(jù)對九江市整個酒店行業(yè)和經(jīng)濟型酒店行業(yè)分別進行詳細分析,并采用SWOT理論對九江經(jīng)濟型酒店自身的優(yōu)勢、劣勢和面臨的機會、威脅進行定性和定量的評估,得出九江經(jīng)濟型酒店的發(fā)展戰(zhàn)略。最后,從制定行業(yè)規(guī)范,組織行業(yè)協(xié)會,加強引導促進整合,市場營銷策略,人力資源的開發(fā)與管理,“綠色飯店”產(chǎn)品的創(chuàng)新等方面為九江經(jīng)濟型酒店的發(fā)展提出對策和建議。
[Abstract]:With the rapid development of large cities in China, economy hotels have spread rapidly to the second and third tier cities. Although Jiujiang economic hotels started late, the development momentum and prospects are good. So whether Jiujiang is suitable for the development of economic hotels, how to develop the present situation and how to develop, will become an important subject of the development of Jiujiang hotel industry. This paper first defines the research object and scope, introduces the concept and related characteristics of economy hotel, explains the research background and significance, and expounds the research framework and research methods of the full text. This paper enumerates the basic theories needed to study Jiujiang economy hotel, including SWOT theory, STP theory and word-of-mouth communication and mass communication theory in marketing communication. Secondly, through the form of questionnaire, this paper analyzes the cognition of economy hotel in Jiujiang city. Thirdly, it analyzes the social conditions of Jiujiang economic hotel development, and analyzes the whole hotel industry and economic hotel industry of Jiujiang City in detail through specific data, and adopts SWOT theory to analyze the advantages of Jiujiang economy hotel itself. Disadvantages and opportunities, threats qualitative and quantitative evaluation, Jiujiang economic hotel development strategy. Finally, from the formulation of industry norms, the organization of industry associations, strengthening guidance to promote integration, marketing strategies, human resources development and management, The innovation of "Green Hotel" has put forward countermeasures and suggestions for the development of Jiujiang economic hotel.
【學位授予單位】：南昌大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F719

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本文編號：2304727