酒店纺织品论文：“斯得福”酒店纺织市场营销策略.docVIP

酒店纺织品论文：“斯得福”酒店纺织市场营销策略 【中文摘要】信息不对称导致的买方(信息劣势方)逆向选择的行为,是市场经济中的普遍现象,在发展中国家尤为突出,这种现象降低了社会资源配置的效率。“SD”的市场定位,是为高星级酒店提供优质产品,但在信息不对称条件下,其产品受到劣质产品的驱逐,影响了品牌的进一步发展,传统的“4ps”显得捉襟见肘。本文从“SD”经营环境及现状出发,通过对信息不对称原因、对策的分析,描述了信息不对称条件下,卖方和买方的各自行为及动机,强调了卖方积极行为的重要性,提出了在传统的“4ps”中引入信息不对称理论,通过建立信息显示机制,形成新的“4ps”的构想,在此基础上,详细设计了一系列新的“4ps”组合方案,较好地体现了通过努力降低市场信息不对称程度,利于买方了解、掌握产品信息,提高交易效率的营销本质。 【英文摘要】Asymmetric information leads to the buyer (informational disadvantage side) adversing selection behavior, is a common phenomenon in the market economy, especially in developing countries. This kind of phenomenon reduces the efficiency of social resource allocatio. “SD” brand positioning in the market, is to provide quality products for high Stars Hotels. But under the condition of information asymmetry, its products suffers from the expulsion of the inferior products, which affects the further development of its brand. Then the traditional “4Ps” is not enough. This article is based on the “SD” business environment and current situation, theoretical analises the causes and countermeasures of information asymmetry, describs the seller and the buyer抯 own behavior and motivation under the condition of asymmetric information, emphasized the importa nce of seller抯 positive behavior, Presents in the tradition of the “4Ps”, introducing the information asymmetry theory, through the establishment of information display mechanism, the formation of new “4Ps” conception.On this foundation, this article detailed designs of a series of new “4Ps” combination scheme, better reflect the essence of the market through the efforts to reduce the degree of information asymmetry, conducive to the buyer to understand, and master product information, improve the efficiency of transaction. 【关键词】酒店纺织品 信息不对称 信息传递 营销策略 效率 【英文关键词】Hotel textile Information asymmetry Information transfer Marketing strategy Efficiency 【目录】”斯得福”酒店纺织市场营销策略 摘要 5-6 Abstract 6 第1章 绪论 10-16 1.1 研究目的和意义 10-11 1.2 相关的文献综述 11-14 1.2.1