我国经济型连锁酒店的营销模式.docVIP

我国经济型连锁酒店的营销模式 ——研究泰安如家经济型连锁酒店为例 摘 要 改革开放30年，我国居民生活水平在不断地提高，人们的生活质量和消费观的更新，国内旅游蓬勃发展，会议、展览等商务活动就在各大城市频繁举办了，中等收入的消费者数量也日益加大，原有的星级酒店和社会旅馆占主导的酒店业市场结构，也经济无法满足这些消费的需求了，对于住宿要求的提高，以提供住宿为主的整洁舒适的酒店的需求越来越强烈。 在这种情况下，一种以“经济型”为主的酒店的出现就正好的满足了这一部分消费者的需求。结合当今社会实情，经济型酒店就异军突起。本文试图运用市场营销学的相关原理，探讨经济型连锁酒店的市场营销策略等问题。首先对酒店业市场进行细分，其次，选定经济型酒店的目标市场，再后，确定经济型酒店市场营销组合。以如家经济型连锁酒店为例，分析当下经济型酒店的状况和特点，重点阐释了如家经济型连锁酒店的营销环境。通过对如家经济型连锁酒店的市场需求状况调研，对经济型连锁酒店的市场需求进行详细分析。根据制定的营销模式，分析经济型酒店的市场营销模式，从产品策略、价格策略、营销渠道策略及促销策略四个方面进行阐述。最后，提出我国经济型连锁酒店未来的发展策略，即继续走集团化发展之路，倡导可持续发展。通过注重品牌建设，追求个性化发展等手段，引导我国经济型连锁酒店的快速及健康发展。 关键词：经济型酒店，连锁经营，营销模式 ABSTRACT In 2009 time, the crisis in the event. and shall be against the financial crisis, the frequent business crisis, all sorts of the failure of the crisis, the opportunity lay hidden behind his awful crisis, the more people may not take my eyes focused on the crisis of the public. the crisis has become the management of public enterprises to avoid an important, like natures world must face death, and inevitable. To corporations should not only facing sharp market competition, we must also deal with all sorts of the crisis of events, most of enterprises to solve crisis. therefore, to the crisis occur, and more effective management and defense policy, principles, handling and reshape the way of great significance. this is the crisis of the public have to do. This article in research results of the following are some ： 1, in the present crisis is the concept of the public on the crisis of the public to understand. second, the media for measures of the public the importance of crisis and influential. 3, the original theory of the public key principle is that crisis 5s enterprises must follow the principle of an enterprise may, from the sincerity Keywords ：The enterprise crisis，public relations in crisis，Crisis management，strateg 目录 摘要……………………………………………………………………………...I Summary……………………………………………………………………….. II 1. 绪论……………………………………………………………………….….1 1.1研究背景…………………………………………………………….…