宁波酒店业文化营销研究毕业论文.docVIP

毕业论文 （20_ _届） 宁波酒店业文化营销研究 摘 要 宁波作为一个海港城市，并拥有着浓厚的历史文化气息，在现今经济全球化，市场全球化的现状下。国外人入驻宁波越来越多，同时国外的产业、商品、酒店也大量的随着潮流进入了宁波市场。在2008与2010年间，宁波新建的星级酒店就不下5家，其中国外集团的酒店占了大部分，而且，还有很多还在建设当中。在竞争如此激烈的条件下，本土酒店如何更好的生存下去呢？如何更好的达到可持续发展？我们的突破口在哪？ 故本文采用了案例分析的方法，对宁波开元名都大酒店和宁波万达索菲特大饭店这两家较具代表性的酒店进行案例分析比较，旨在通过对两家不同文化背景的酒店，重点在文化营销方面的对比分析，从各个不同层面的文化营销方面出发，比如：酒店的企业文化营销、酒店的建筑文化营销、酒店的活动营销等不同方面。发现本土酒店的不足和优势，做到取长补短，为本土酒店更好的发展提供些对策和建议。 关键词：Abstract As a port city of Ningbo, and has a strong historical and cultural atmosphere, in todays economic globalization, the globalization of markets under the present conditions. Abroad, more and more people settled in Ningbo, while foreign industries, products, large hotel in Ningbo with the current into the market. In 2008 and 2010, Ningbo not under the new 5-star hotel, foreign groups which account for most of the hotel ,but there are many still in construction. In the highly competitive conditions, the local hotel how to better survive it? How to better achieve sustainable development? Where we have a breakthrough? Therefore, this paper, a case study method, Ningbo New Century Grand Hotel and Sofitel Wanda Ningbo two representative case studies of hotels compared to the two different cultural backgrounds through the hotel, with emphasis on Comparative analysis of cultural marketing, from different starting levels of cultural marketing, such as: the corporate culture of the hotel marketing, hotel marketing, architectural culture, the hotels activities on different aspects of marketing. Found that the shortcomings and advantages of the local hotel, so learn from each other, for the better development of local hotels to provide some countermeasures and suggestions. Keywords: Cultural marketing; Marketing of local culture; Theme select目 录1 绪论 1 1.1 研究背景与意义 1 1.1.1 现实背景 1 1.1.2 理论背景 2 1.2 研究问题的提出 3 1.3 研究内容安排 4 2 相关理论介绍 5 2.1 市场营销的概念 5 2.2 文化营销的定义 5 2.3 本土营销战略 6 2.3.1本土营销概念 6 2.3.2本土营销的方式 6 3 酒店文化营销案例分析 8 3.1 宁波开元名都酒店案例分析 8 3.1.1 宁波开元名都酒店简介 8 3.1.2 宁波开元名都酒文化营销分