论饭店企业的市场定位毕业论文.docVIP

论饭店企业的市场定位 ——以四川省营山县天胜大酒店为例 摘要：民以食为天，随着人们的经济水平和生活质量的提高，客人对饭店的需求进一步加大，并呈现多样化趋势，饭店业成为增长最快的行业之一。随着2008年奥运会和2010年上海世博会的举办，客源市场达到了前所未有的黄金点。与此同时，客人的需求发生了微妙的变化，饭店企业面临强有力的竞争对手，各路企业瓜分客源市场。在这场没有硝烟的战争中，有的企业随波逐流，有的企业盲目竞争，结果没有达到理想的效果；另外有些企业面对实际，从实际情况出发，正确定位自己的目标客源，取得很好的双重效应。另外，从目前我国饭店市场来说，产品同质化的现象非常严重，这使得饭店企业在竞争中缺乏吸引顾客的鲜明独特的个性特征，因而缺少竞争优势，难以适应当今日益发展的个性消费。要改变这种状况，必须高度重视饭店的客源市场定位，本文从饭店市场细分、选择目标市场、确定市场定位等方面谈饭店的客源市场定位，以此来重点突出其重要意义。 关键词：饭店 市场细分 目标市场 客源 市场定位 Guests Market Positioning of Hotel-Take Tiansheng Hotel in Yingshan for Example Abstract: The food is what matters to the people，because of the improvement of the economic quality level and quality of life, there are more and more persons need use hotels, and they have different requirement, It makes the hospitality industry become one of the fastest-growing industry. Because of the Olympic Games in 2008 and the Expo 2010, hotel market increased much more. At the same times, the demand of the guests has undergone a subtle change; all of the hotels face strong competitors, every enterprise share the market. In this war without smoke, some drift with the current, some have the blindfold competition, and none of them achieves the ideal effect. Otherwise, some enterprises proceed from the actual situations； they have the correct choice of the guest market, so they gained excellent results. On the other hand,