本文關鍵詞： 酒店營銷 關系營銷 顧客滿意度 假日酒店　出處：《昆明理工大學》2017年碩士論文　論文類型：學位論文

【摘要】：伴隨著中國的改革開放大潮和中國經濟的蓬勃發(fā)展,中國國民經濟的增長,中國居民生活水平的提高,與此同時,中國企業(yè)之間的競爭也越來越激烈。傳統意義上的營銷方式和方法已經跟不上服務業(yè)的發(fā)展步伐并且已起不到相應的作用。為了更好的留住顧客,提高顧客滿意度,使企業(yè)在激烈的環(huán)境中得到發(fā)展,關系營銷對于企業(yè)的發(fā)展是必不可少的。但如何有針對性的實施關系營銷,則需企業(yè)根據自身的現狀做出合理的規(guī)劃。本文以大連假日酒店為例對其進行研究分析,為酒店關系營銷的實施提供一些參考。文章對國內外關于關系營銷的相關理論進行了梳理;對關系營銷理論的發(fā)展狀況進行了總結;對關系營銷以傳統營銷進行了對比;闡述了關系營銷的層次以及市場細分的概念、細分方法以及意義。本文以大連假日酒店為研究對象,從酒店基本情況、市場細分,酒店的優(yōu)勢以及目前酒店營銷中所存在的問題等方面對大連假日酒店的營銷現狀進行了分析。運用德爾菲法確定大連假日酒店的關系營銷體系指標,并采用模糊綜合評價法對該體系的合理性進行判斷。最后給出了大連假日酒店在實施關系營銷時的保障措施。
[Abstract]:With the great tide of China's reform and opening up and the vigorous development of China's economy, the growth of China's national economy, the improvement of the living standards of Chinese residents, at the same time. Traditional marketing methods and methods have not kept pace with the development of the service industry and have not played a corresponding role in order to better retain customers. Improve customer satisfaction, so that enterprises in the fierce environment to develop, relationship marketing is essential for the development of enterprises. But how to implement targeted relationship marketing. Enterprises need to make a reasonable plan according to their own situation. This paper takes the Dalian Holiday Inn as an example to study and analyze it. To provide some reference for the implementation of hotel relationship marketing. The development of relationship marketing theory is summarized. The relationship marketing is compared with traditional marketing. This paper describes the level of relationship marketing and the concept of market segmentation, segmentation methods and significance. This paper takes Dalian Holiday Inn as the research object, from the hotel basic situation, market segmentation. The advantages of hotel and the problems existing in hotel marketing are analyzed. The relationship marketing system index of Dalian Holiday Inn is determined by Delphi method. The rationality of the system is judged by fuzzy comprehensive evaluation method. Finally, the guarantee measures of Dalian Holiday Inn in implementing relationship marketing are given.
【學位授予單位】：昆明理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F719.2;F274

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本文編號：1447450