天津滨海新区本土快捷酒店网络营销策略研究 毕业论文.doc

天津滨海新区本土快捷酒店网络营销策略研究 摘要 随着中国对外开放程度的加深，以及全球经济一体化格局的形成，中国的经济也呈现高速增长的态势，而这些都推动着中国的酒店业向着更好的方向发展。 天津滨海新区气候宜人，地理位置得天独厚，经济基础良好，作为国家政府重点培养的经济特区，自然吸引了多家国外知名酒店落户于此。这些酒店凭借着完善的人力资源体系和强大的资金后盾，已经在中国占据了大量的市场份额。相对于国外酒店拥有的竞争优势，很多本土经济型酒店倍感竞争压力。 在这样的环境下，本土快捷酒店仅仅依靠地理优势来获得客源的经营方式很难持久。因此我们当前面临着如何找到有效的营销策略来提高知名度和如何控制成本以提高效益的问题。 伴随着信息时代的到来和互联网技术的飞速发展,酒店企业应该学会利用网络营销这种低成本的营销策略来实现盈利。 本文通过分析滨海新区本土快捷酒店的网络营销环境和现状，结合网络营销理论，对其网络营销策略的选择进行了探讨。 关键词: 快捷酒店 网络营销 网络推广策略 Abstract China’s sustained economic growth has brought a lot of business opportunities to local economic hotel. In addition, opening up and international economic integration, home inns, super 8 and a number of large chain economic hotels have already struggle to controlling China’s market effort. As the important special economic zones developed by the Chinese government, Tianjin Binhai new area has pleasant climate, unique geographic position and good economic base. It is able to attract many homes abroad famous hotel here. These hotels with popularity, the fine human resources system, and the strong support of the capital, has s significant competitive advantage, accounting for a large market share. And all of these has made local economic hotels feels pressure of competition. In such an environment, the local budget hotels only take advantage of position for customers will not carry on in the long run. So now they are facing the problem of finding appropriate marketing strategies, improving the efficiency of controlling the cost. The advent of the information age and the rapid development of Internet technology, make enterprise use network marketing strategies to implement low costing become possible and create more opportunities for profits. Through analysis of network marketing environment and the present situation of budget hotels in Binhai new area, combining network marketing theory, the paper discussed the network marketing strategy for local budget hotels. Key words: local budget hotels, internet marketing, internet pr