广州圣丰索菲特酒店淡季营销策略研究.docVIP

广州圣丰索菲特酒店淡季营销策略研究 摘要 各行各业都有淡旺季，酒店业在淡旺季中的变化更是尤其明显。在酒店业经营过程中,人们把一年中明显较多的时期称为旺季,明显较少的时期称为淡季  SOFITEL GUANGZHOU SUNRICH OFF SEASON MARKETING STRATEGY RESEARCH ABSTRACT All walks have peak and weak season, the hotel industry change is particularly evident in the peak and weak season. In the course of business of the hotel industry, it is generally the customer significantly more time in the year called the peak season, were substantially less than the period known as the off-season. The off-season existence of the universality of the off-season all walks of life into a predicament. Seasonal manifestation of the hotel is a serious, widespread layoffs in the off-season, the hotel industry to reduce costs, reduce turn on the lights to save energy. These will cause some harm to the quality of products and services of the hotel. In this paper, through learning and summarize the findings of experts and scholars on the marketing of the hotel off-season. At the same time, I internship opportunity for Sofitel Guangzhou Sunrich. The status of the hotel off-season marketing to find out the shortcomings of the hotel in the off-season marketing strategy and put forward the countermeasures. On the one hand Sofitel Guangzhou Sunrich off-season marketing its own proposals, on the other hand, is hoping to play the role of point to an area off-season marketing of the hotel industry in Guangzhou, Guangzhou hotel industry ensure sustainable competitive advantage, to be “Is not short off”. Key words: hospitality industry; off-season; marketing strategy  目 录 1 绪论………………………..……………………………….…………………………1 1.1 研究的目的和意义…………………………………………………………1 1.2国内外研究的历史、现状和研究目标…………………………………………1 1.3 研究方法………………………………………………………………………………4 2 酒店淡季营销策略相关理论综述…………………………………………….....................5 2.1 酒店淡季的概念………………………….…………………………………………..5 2.2 酒店淡季营销的概念………………..…………………….………………………..5 3 广州圣丰索菲特酒店淡季营销现状分析………………….…………..………..………....7 3.1 广州圣丰索菲特酒店概况……………………………...………………….…............7 3.2 广州圣丰索菲特酒店淡季营销现状分析……………