连锁经济型酒店服务营销策略研究.doc

摘 要 我国连锁经济型酒店在近几年有着迅猛的发展，连锁经济型酒店规模小、设施有限、价格实惠，具有低投入、高回报、周期短等特点，在吸引投资者的同时也得到很多商旅人士的青睐。这一业态在中国目前的发展虽然时间不长但是有非常广阔的前景。因此无论从环境、人员、服务流程，以关系营销，网络营销的角度，还是运用“一对一”营销和顾客满意等服务营销策略的研究都有益于连锁经济型酒店的服务方面的发展。 锦江之星作为中国连锁经济型酒店的领头企业，在服务营销策略方面有突出的表现。同时汉庭和如家也都有骄人之处。本文以在中国较为有名的几大连锁经济型酒店的服务营销策略为出发点，对大环境及具体策略进行研究分析，从而得出所存在的问题及对策。全文共分六大部分：第一部分介绍了连锁经济型酒店的含义、发展状况及特点；第二部分具体介绍了经济型酒店的服务营销策略相关理论；第三部分对这一业态的环境进行了分析；第四部分提出了目前连锁经济型酒店已经存在的服务营销策略；第五部分进一步分析了服务营销策略中存在的问题和成因；第六部分指出了解决服务营销策略存在问题的对策，研究出了可行的解决办法。本文对连锁经济型酒店的分析比较全面，从整个业态着手，分析环境，提出理论基础，研究现行服务营销策略，提出问题和对策，对连锁经济型酒店进行更深层的剖析，因此对中国连锁经济型酒店的进一步良好的发展提供了实际的参考意见。 关键词：连锁；经济型；服务营销；服务；策略 Abstract Our country chain-like budget hotel has the swift and violent development in recent years, the scale of chain-like budget hotel is small, the facility is limited, and its price is materially beneficial. Therefore, the research of the service marketing strategy is important to budget hotels. The researches of environment, personnel management, service process, relational marketing, network marketing, customer satisfaction, and utilizes special service are all beneficial to the chain-like budget hotels. “Jinjiang Inn” is the leader enterprise of Chinese chain-like budget hotels, it has the prominent performance in the service marketing strategy. Simultaneously the “Hanting Inn” and the “Home Inn” also have the advantage points. This article based on the service marketing strategies of several famous chain-like budget hotels in China. It analyzed the macro environment and the concrete strategies, and obtained the questions and the countermeasures which existed. The full article includes six major parts: The first part introduced the meaning of the chain-like budget hotels, the development and the characteristic; The second part specifically introduced the correlation theories of service marketing strategy of the chain-like budget hotels; The third part had carried on the analysis to the environment of this industry; The fourth part proposed the service marketing str