洛阳市经济型酒店营销策略分析.doc

洛阳市经济型酒店营销策略研究 摘 要 随着国内经济和旅游业的快速发展，市场对舒适、干净、便利而又经济的酒店的需求越来越强烈。自上个世纪90年代后期，随着经济型酒店在我国的大中城市的悄然兴起，国内外投资者纷纷将目光投向这一领域。经济型酒店是相对于传统的全服务酒店而存在的一种形式，以大众旅行者、中小商务者和学生群体为主要服务对象，以客房为唯一或核心产品，以干净、舒适、实惠、方便和安全为产品特征的现代酒店业态。 目前，洛阳市的经济型酒店还处于起步阶段。一方面有着广阔的发展前景，另一方面在发展过程中又暴露出诸多问题。如何在经济型酒店激烈的市场竞争中立于不败之地，洛阳市应该如何建设经济型酒店，保证其健康、快速、稳定的发展，都成了迫切需要解决的问题。因此，我们应该明确经济型酒店的内涵和特点，分析其发展现状和发展中存在的问题，最后找出发展之路。 本文结合国内外经济型酒店的发展状况，在明确了经济型酒店的内涵和特点之后，分析了经济型酒店在洛阳市的发展现状和发展中存在的问题，最后针对它在洛阳市的发展情况，提出了合理的营销策略，以促进洛阳市经济型酒店的健康有序发展。 关 键 词：经济型酒店，洛阳，SWOT分析，营销策略 LUOYANG ECONOMY HOTEL MARKETING STRATEGY RESEARCH ABSTRACT With the rapid development of domestic economy land tourism, clean, comfortable, convenient and economical hotel is intensely demanded. From the late-1990s, as the economical hotels start quietly in our countrys big or media-sized cities, more and more domestic and foreign investors focus their attention on this domain. The economical hotel is a modern hotel format?which exists as a form opposed to??the traditional whole service hotel. It takes popular travellers, young business persons and student community as target clients, takes the guest room as the only or the core product and takes neatness, comfort, material benefit, convenience and security as product characteristics. At present, Luoyangs economical hotel is still at the start stage. On the one hand, it has a broad prospect for development, on the other hand, it exposes many problems in the developing process. How to maintain an impregnable position in the intense market competition of economical hotels and how should Luoyang construct the enconomical hotels and guarantee their health, fast and stable development have become urgent to be solved. Therefore, we should be clear about the connotation and the characteristic of the economical hotels, analyze the present situation and the problems in its development, and finally discover the road of development. After having been clear about the economical hotel connotation and characteristics, this articl