發(fā)布時(shí)間：2018-12-12 04:59

【摘要】：新形勢(shì)下,酒店同行業(yè)市場(chǎng)競(jìng)爭(zhēng)日趨激烈,隨著市場(chǎng)化改革進(jìn)一步深入,酒店企業(yè)門(mén)檻降低,酒店企業(yè)規(guī)模快速增長(zhǎng),企業(yè)之間進(jìn)行品牌、服務(wù)、特色等競(jìng)爭(zhēng),競(jìng)爭(zhēng)日趨激烈。消費(fèi)者對(duì)酒店需求越來(lái)越高,隨著人們收入水平的提高,生活質(zhì)量不斷提高,消費(fèi)者對(duì)酒店產(chǎn)品要求越來(lái)越高,呈現(xiàn)消費(fèi)者需求多樣化和個(gè)性化趨勢(shì)。經(jīng)濟(jì)進(jìn)入新常態(tài),反腐高壓態(tài)勢(shì),高星級(jí)酒店消費(fèi)減少,酒店經(jīng)營(yíng)壓力增大。在多重壓力下,星級(jí)酒店需要加快轉(zhuǎn)型。A酒店屬于五星級(jí)酒店,長(zhǎng)期以來(lái),A酒店經(jīng)營(yíng)收入主要靠政務(wù)接待和部分高端商務(wù)用餐、會(huì)議用餐。當(dāng)前國(guó)家倡導(dǎo)厲行節(jié)約,行政接待和高端商務(wù)消費(fèi)下降的大背景下,A酒店?duì)I業(yè)額保守估計(jì)降了四五成。因此,在多重壓力下,A酒店想在市場(chǎng)中立足,酒店必須加快轉(zhuǎn)型,要進(jìn)一步明確市場(chǎng)定位,要不斷創(chuàng)新,開(kāi)發(fā)差異化酒店產(chǎn)品,要加強(qiáng)客戶關(guān)系管理,維護(hù)好客戶關(guān)系。本文以A酒店為研究對(duì)象,首先對(duì)市場(chǎng)定位理論、酒店市場(chǎng)定位進(jìn)行了綜述,對(duì)關(guān)于酒店行業(yè)的國(guó)內(nèi)外研究進(jìn)行了綜述。然后采用STP分析方法分析了九江市酒店業(yè)市場(chǎng)定位,并從A酒店的目標(biāo)市場(chǎng)、酒店類型、酒店檔次、酒店規(guī)模、酒店價(jià)格、酒店服務(wù)設(shè)施六個(gè)方面的定位進(jìn)行了詳細(xì)的分析,并指出了在目前市場(chǎng)定位中存在的問(wèn)題。最后本文從A酒店市場(chǎng)再定位,酒店價(jià)格定價(jià)模式以及拓展?fàn)I銷手段等幾個(gè)方面對(duì)提出了建議。
[Abstract]:Under the new situation, the competition between hotel and industry market is becoming more and more fierce. With the further deepening of market-oriented reform, the threshold of hotel enterprise is lowered, the scale of hotel enterprise grows rapidly, and the competition among enterprises such as brand, service, characteristic and so on is becoming more and more fierce. With the improvement of people's income level, the quality of life is improving, and the consumers' demand for hotel products is becoming higher and higher, showing the trend of diversification and individuation of consumer demand. The economy enters the new normal, anti-corruption high pressure, high-star hotel consumption, hotel management pressure increased. Hotel A belongs to five-star hotel. For a long time, the income of hotel A mainly depends on the reception of the government and some high-end business meals. Under the background of the current state advocating strict economy, administrative reception and the decline of high-end business consumption, A hotel turnover is conservatively estimated to have dropped by 40 to 50 percent. Therefore, under multiple pressures, hotel A must speed up its transformation, further clarify market positioning, innovate constantly, develop differentiated hotel products, strengthen customer relationship management and maintain good customer relationship if it wants to establish a foothold in the market. In this paper, A hotel as the research object, first of all, the theory of market positioning, hotel market positioning has been summarized, and the domestic and foreign research on hotel industry has been summarized. Then it analyzes the market orientation of hotel industry in Jiujiang City by using STP analysis method, and analyzes the target market, hotel type, hotel grade, hotel scale, hotel price and hotel service facilities in detail from six aspects: target market, hotel type, hotel grade, hotel price and hotel service facilities. And pointed out the existing problems in the current market positioning. Finally, this paper puts forward some suggestions from several aspects, such as the repositioning of A hotel market, the pricing model of hotel and the expansion of marketing methods.
【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F719.2

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