浅谈现代酒店营销与创新论文.docVIP

湖南工业职业技术学院 Hunan Industry Polytechnic 毕 业 论 文 题 目 浅谈现代酒店营销与创新 系 名 称 商贸旅游系 专业及班级 酒店管理S2011-3-30 学生姓名 周颖 学 号 30 指导教师 沈飞跃 完成日期 2014 年 5 月 16 日 摘要 21世纪，旅游业进入蓬勃发展时期，根据世界旅游组织的预测，2020年我国将成为世界上最大的旅游目的地和第四大旅游客源国。旅游业从科技含量高、经济效益好、资源消耗低、环境污染少、人力资源得到充分发挥等特征表现出强劲增长的势头。在全球经济一体化进程中，我国酒店企业要提高国际竞争能力首先要对我国酒店企业的市场现状有一个清醒的认识，在此基础上进行有效的营销。通过关系营销建立良好的顾客关系；通过服务营销形成酒店的特色以增加客源；通过培植忠诚顾客以保持老顾客，减少客源的流失率；通过定制化服务满足顾客的个性化需求；营造品牌优势树立企业良好形象；利用因特网开展网络营销将经营范围扩展到全球。 Abstract In the 21st century, into a period of booming tourism, according to the world tourism organization predicts that in 2020 China will become the worlds largest tourist destination and the fourth largest of travellers. Tourism from the high technological content, good economic benefits, low resources consumption, little environmental pollution and human resources to get give full play to the characteristics showed strong growth momentum. In the process of global economic integration, our country hotel enterprise to improve the international competitive ability must first to the current situation of the hotel enterprises market of our country have a sober understanding, on the basis of effective marketing. Through setting up good relationship with customer relationship marketing; Through form the features of hotel service marketing in order to increase customers; By cultivating loyal customer to keep the old customer, reduce the turnover rate of customers, Through customized services to meet customers individual needs; Build brand setting up enterprise good image; Use the Internet to carry out the network marketing to expand business scope to all over the world. Key words: Innovation, consumer demand, market environment, management strategy, and marketing. 目录 中文摘要.....................................................................................1 一?、酒店营销的概念