工商管理双学位论文.doc

双学位毕业论文 呼和浩特碧俪宫大酒店服务营销策略浅析 学 院：经济管理学院 专 业：工商管理双学位 姓 名：苏娜 学 号：090810468 指导老师：杨艳玲 职 称：副教授 论文提交日期：二Ο一三年五月 摘 要 市场经济如今发展迅速，各个行业的营销策略不断更新。酒店业亦是如此，为了维系酒店的生存与发展，就需要观念的转变、营销策略的变化，以变革和创新去对应多元化和个性化的发展。作为现代酒店的经营，市场营销的核心作用已是势必所趋，它可以沟通饭店和客源间市场的供求关系，以求得饭店的最佳效益，同时，以先进的管理理念注入酒店，以新的理念、新的服务和新的文化，有针对性的充分满足酒店目标客源市场的一切需求，才可以突破酒店营销领域所固有的本土化的局限性市场思维，以开阔的全局的市场定位取而代之，使得酒店获得最佳效益。 本文在阐述服务营销策略理论的基础上,对碧俪宫大酒店的服务营销策略进行了分析，总结其成功经验，指出其不足之处并提出改进建议，以促进其服务营销策略的不断改进和完善。 关键词： 酒店营销；策略；服务营销； Abstract Market economy is developing rapidly, industry marketing strategies constantly updated. The hotel industry is also true that in order to maintain the survival and development of the hotel, you need the concept of change, changes in marketing strategy, corresponding to the change and innovation to the development of diversified and personalized. As a the operating of modern the hotels, the a market-marketing is the core the role of is has been is bound to the trend, it can be to communicate on the supply and demand of relationship of the inter-the market in the hotels and customer base, in order to achieve the best-effective of the hotels, At the same time, advanced management concepts into the hotel, new ideas, new services and new culture, targeted to fully meet all the needs of the hotel target source markets, to break down the localization inherent in the field of hotel marketing the limitations of market thinking, replacing it with the open global market positioning, making the hotel to get the best benefits. Based on elaborating service marketing strategy and based on the theory of combining the situation of BiLiGong Hotel, the service marketing strategy are analyzed in detail, summarizes its successful experience.Point out its shortcomings and put forward to improve a proposal, in order to promote its service marketing tactics of continuous improvement and perfection. Key words: Hotel marketing；Strategy；Services Marketing 目 录 1 引言 ………………………………………………………………………………………………1 2