【摘要】：隨著市場機(jī)制的不斷完善,酒店市場從20世紀(jì)八十年代的供不應(yīng)求的賣方市場轉(zhuǎn)向了九十年代的供求基本平衡的局面,目前更轉(zhuǎn)向了供過于求為主要特征的買方市場,微利時代已經(jīng)悄然而至。2005年前,神華國際大酒店作為包頭市唯一的一家五星級酒店在當(dāng)?shù)氐牡匚皇仟氁粺o二的,幾乎獨攬了包頭市的高端客房消費市場。隨著海德假日酒店、香格里拉國際大酒店的相繼開業(yè)以及周邊各種商務(wù)酒店和快捷酒店的不斷涌起,酒店迅速的增長增加了市場競爭的激烈性,給神華國際大酒店帶來了前所未有的挑戰(zhàn)。神華國際大酒店如何在酒店的服務(wù)營銷管理方面做出自己的品質(zhì)和差異化是擺在神華國際大酒店面前的一個重要的課題。 本文首先分析了神華國際大酒店面臨的宏微觀環(huán)境,得出包頭經(jīng)濟(jì)和旅游業(yè)的高速發(fā)展必然帶動本地區(qū)酒店業(yè)的高速發(fā)展,但是包頭地區(qū)近幾年其他大型酒店的迅速增長給神華國際大酒店的發(fā)展帶來了極大的挑戰(zhàn)。其次,通過分析神華酒店的經(jīng)營狀況以及優(yōu)劣勢,得出神華國際大酒店必須及時調(diào)整銷售策略,優(yōu)化組合產(chǎn)品并同時提高軟、硬件能力,制定出正確的經(jīng)營策略,建立現(xiàn)代的管理體系,實施適時的營銷策略是神華國際大酒店的當(dāng)務(wù)之急。最后,針對神華國際大酒店現(xiàn)有的營銷策略面臨的問題,提出了酒店營銷應(yīng)該采取的相關(guān)策略。 希望通過本論文的研究能夠厘清神華國際大酒店在激烈的市場競爭中所面臨的嚴(yán)峻形勢,找出一條解決神華國際大酒店在服務(wù)營銷管理方面的可行的道路。同時也為酒店服務(wù)營銷管理研究提供一個較為典型的案例。
[Abstract]:With the continuous improvement of the market mechanism, the hotel market has changed from a seller's market in the 1980s to a basically balanced supply and demand situation in the 1990s, and has now turned to a buyer's market characterized by oversupply. Before 2005, Shenhua International Hotel, as the only five-star hotel in Baotou City, had a unique position in the local market, almost dominating the high-end guest room consumer market in Baotou City. With the opening of the Hyde Holiday Inn, the Shangri-La International Hotel and the continuous surge of various The Business Inn and Express Hotel surrounding hotels, the rapid growth of the hotels has increased the intensity of market competition. Shenhua International Hotel has brought unprecedented challenges. How to make its own quality and differentiation in the service marketing management of Shenhua International Hotel is an important subject in front of Shenhua International Hotel. This paper first analyzes the macro and micro environment that Shenhua International Hotel is facing, and concludes that the rapid development of Baotou economy and tourism will inevitably lead to the rapid development of the hotel industry in the region. However, the rapid growth of other large hotels in Baotou area in recent years has brought great challenges to the development of Shenhua International Hotel. Secondly, by analyzing the operating conditions and advantages and disadvantages of Shenhua Hotel, it is concluded that Shenhua International Hotel must adjust its sales strategy in time, optimize the combination of products, and at the same time improve the ability of software and hardware to formulate the correct management strategy. It is urgent for Shenhua International Hotel to establish modern management system and implement timely marketing strategy. Finally, in view of the problems faced by Shenhua International Hotel's current marketing strategy, this paper puts forward the relevant strategies that should be adopted in hotel marketing. It is hoped that the research in this paper can clarify the severe situation that Shenhua International Hotel faces in the fierce market competition and find a feasible way to solve the service marketing management of Shenhua International Hotel. At the same time, it also provides a typical case for the study of hotel service marketing management.
【學(xué)位授予單位】：內(nèi)蒙古大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F719

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