海尔洲际酒店市场营销调研报告.docVIP

目 录 概 况·························································································································· 1 一、消费者调查 ··············································································································· 2 二、市场竞争调查············································································································ 3 三、营销渠道调查············································································································ 5 四、酒店形象调查············································································································ 6 五、调研总结··················································································································· 7 附录一：营销调研课题立项表 ·························································································· 8 附录二 调研中的信息索引······························································································ 8 附录三：调查问卷样卷····································································································· 9 概 况 2008年12月5日由英国洲际集团管理，青岛城投集团和海尔集团共同投资建设的山东省第二家超五星级酒店——海尔洲际大酒店正式营业，酒店占地6万平方米，客房468间。位于奥帆赛区北侧，地上17层，地下2层，装修与配备均体现绿色环保理念，而且是超五星标准。2008年奥帆赛结束后，奥运村也变身为青岛海尔洲际大酒店，对来自世界各地的游客和岛城居民开放。 地理位置：距青岛流亭国际机场35公里，距青岛火车站8公里，距海信广场和佳世客购物中心不过10分钟左右的车程。 一、消费者调查 1. 消费者市场规模 2010年全年青岛接待的入境旅游人数突破110万，2009年为83.7万人次，2008年这一数字为80万左右。2010年旅游收入达580亿元，2009年为380亿元，2008年为420亿元。 青岛市入境旅游人数递增表 旅游收入（亿) 青岛市旅游收入形式表 青岛市一直致力于旅游业的发展，大力扶持旅游业成为青岛支柱型产业。这是青岛酒店业发展的契机，青岛的酒店企业应该把如何吸引和留住消费者作为在竞争中的制胜法宝。 2. 消费者市场结构 目前青岛最具潜力的两大消费者市场是：会展市场和婚宴市场。 ? 会展市场：2010年前三季度，青岛国际会展中心共举办展览82个，使用 展览面积87.18万平方米，展览面积较2009年同期增长15.38%，预计年度展览面积将突破100万平方米。会展业在扩大城市服务功能，拉动城市经济发展方面有着不可替代的作用。建设“国际知名会展城市”也是青岛是的未来发展目标，对酒店来说更是宣传酒店形象，提高酒店经营业绩的好机会，未来会展市场必将成为青岛酒店业的竞争焦点之一。 ? 婚宴市场: 2010年全国婚宴市场突破6000亿元，登记结婚1145.8万对新 人，而且整个婚宴市场呈现特色化、高档化的趋势，今年也就是2011年，婚宴市场规模有望突破7000亿元，结婚新人数突破1500万对，这无疑给餐饮酒店行业带来了巨大的商机。青岛婚宴市场酒店能否推出特色，文化，时尚的婚宴套餐，决定着酒店能否从婚宴市场分一杯羹。 二、市场竞争调查 根据海尔洲际酒店的地理位置和规模，我们选择了周边1