北京泛亚君悦酒店电话营销问题研究-市场营销本科毕业.doc

本科毕业论文 北京泛亚君悦酒店电话营销问题研究 GRAND HYATT BEIJING PLAN-ASIA STUDY ON TELEMARKETING 学院（部）： 经济管理学院 专业班级： 市场营销四班 学生姓名： 陆 义 斌 指导教师： 姚 德 利 教 授 2013 年 6 月 10 日 北京泛亚君悦酒店电话营销问题研究 摘要 随着产品的不断进步，在企业之间的竞争不断趋向竞争服务的同时，很多呼叫中心也在不断提高多元化的服务，而且众多呼叫中心也在随着产品的进化而由成本中心向利润中心转化，因此很多呼叫中心都在不断的提倡培养员工的营销意识，其中也有很多的呼叫中心专门成立了外呼呼叫中心，即电话营销中心。电话销售需要明确的技能，不仅要有扎实的专业知识，还应该有可操作的技巧、灵活多样的应变和可以应用的游说流程，这是达成成功电话营销的核心。酒店营销是酒店经营的龙头，其工作直接关系到酒店的生存。中国的入世及申奥成功的实现，为酒店旅游业带来给来机遇的同时亦带来是严峻的挑战。另外，网络化、全球化，以及政治经济形势和社会的变化等等各种因素给酒店营销环境带来变化，从而对酒店营销战略和策略产生不可忽视的影响。 GRAND HYATT BEIJING PLAN-ASIA STUDY ON TELEMARKETING ABSTRACT With the development of the product, the competition between enterprises more competitive services at the same time, a lot of call center is also increasing diversified services, and many call center also along with the product evolution from cost center to a profit center transformation, so a lot of call center has been advocating the cultivation of staff marketing consciousness, which there are a lot of the call center has established a special outbound call centers, telephone marketing center. Telephone sales need specific skills, not only have a solid professional knowledge, but also should have the operational skills, strain flexible and can be applied to the lobbying process, which is the core of a telephone marketing success. The hotel marketing is the leading hotel management, the work is directly related to the hotels survival. Chinas entry into the WTO and successful bid for the implementation, hotel tourism brings to opportunities at the same time also brought a severe challenge. In addition, networking, globalization, various factors as well as the political and economic situation and social changes bring changes to the hotel marketing environment, thus influence can not be ignored to the hotel marketing strategy and tactics. KEYWORDS：call center，telemarketing，Database marketing fives