Y市香格里拉本土化营销策略毕业论文.doc

毕业论文 （2010届） Y市香格里拉本土化营销策略 摘 要 本土化是企业国市场的有效手段之一，在等方面奉行了坚定的本土化战略，取得了中国市场的辉煌战绩。在此背景下，不少品牌纷纷进入我国，试图大份额的市场占有率，直接推动我国业的竞争进一步趋于激烈，而其中，将成为决定市场竞争力的关键因素。事实也证明，国际著名集团在我国旅游市场中取得的成功，正是由于丰富的经验和出色的管理，想比之下，大多数国内饭店至今都没有建立完整的经营系统，这是值得引起关注的严峻现实。 宁波香格里拉酒店，本文在搜集、整理了大量国内外相关理论和宁波香格里拉酒店实践资料的基础上，分析了宁波香格里拉酒店为例最后分析了中国企业在国外市场经营时可能会遇到的困难，并提出了中国企业实施本土化战略的途径和应注意的问题。关键词：Abstract Localized marketing strategy is a foreign-owned enterprise take up the Chinese market, one of the effective means of foreign hotel in talents, product, price, promotion and so on has pursued a firm localization strategy, made the brilliant Chinese market record. Our rapid economic development, in this context, many international hotel brands are entering the country, trying to capture the share market share, directly promote the hotels in China tends to fierce competition, which further, hotel localization marketing strategy will be the key decision hotel market competitiveness factors. Facts are proof, the international famous hotel group in China's tour market success, it is precisely because the rich experience and excellent management, think, than most domestic hotel under so far have not establish a complete management system, this is worth the harsh reality concern. Through the research of shangri-la hotel localization of ningbo, based on marketing strategy of collecting, sorting the domestic and foreign relevant theory and ningbo shangri-la hotel practice material was analyzed on the basis of foreign hotel in China, the necessity of implementing localization status quo. Marketing localization Take ningbo shangri-la hotel, for example study effectively solve the existing problems and localization solution. In the final analysis, the Chinese enterprise in foreign markets operation may encounter difficulties, and put forward the strategy of China's enterprises implement localization way and the problem that should notice. Keywords: localization；Ningbo；hangri-la；strategy 1 引言 1 1.1 研究的背景和意义 1 1.2 国内外研究现状 1 1.2.