上海富豪环球东亚酒店大堂吧营销策略的研究.doc

河南科技学院 2013届本科毕业论文 论文题目：上海富豪环球东亚酒店大堂吧营销策略研究 学生姓名： 所在院系： 所学专业： 导师姓名： 完成时间： 摘 要 关键词：上海富豪环球东亚酒店大堂吧营销策略 Shanghai Regal International East Asia Hotel lobby bar marketing strategy research School of Food Science Wangzhi Wei Abstract Shanghai, is a modern international metropolis, with infinite charm and potential, has been many international hotel companies as a bridgehead to enter Chinese market, each capital into profit in high hotel market, Taiwans high star-rated hotels have sprung up, also brought opportunities for the rapid development of hotel industry. Shanghai hotel marketing strategy, therefore, the research not only has theoretical value, but also for the development of Chinas hotel industry has a very realistic guiding significance. With the economic development of Shanghai, peoples living standards have greatly improved than before, followed by a peoples pressure is also in constant increase. There is the pressure needs to be appropriate to these pressures to release out, there is no doubt that bar is a best place to release pressure. So, bar arises at the historic moment and rapid development. Volvo universal old Shanghai east Asia hotel is located in has the breath of hengshan road bar street, the pubs, the competition is more intense, to solve the problem of rich hotel lobby bar marketing planning is imminent. In this paper, from the macro environment of Shanghai hengshan road bar development and rich hotel lobby bar of the microcosmic environment two aspects carries on the analysis, formulate product strategy, price strategy, channel strategy and promotion marketing mix strategy four aspects the rich hotel lobby bar set marketing strategy, and strive for more market development for rich hotel lobby bar. Key words：Shanghai;regal hotel;lobby bar;marketing strategy 目 录 引言 1 1 酒店大堂吧简介 1 1.1 大堂吧的含义 1 1.2 酒店大堂吧的特点 1 1.3 酒店大堂吧的功能 2 1.3.1 酒店硬件展示窗口 2 1.3.2 顾客消费价值的体现 2 1.3.3 供客人休息或消遣，传达服务理念 2 1.3.4 社交功能 2 1.3.5 代表酒店业旗帜的“新