上海富豪环球东亚酒店大堂吧营销策略研究[精品].docVIP

PAGE 河南科技学院2013届本科毕业论文论文题目：上海富豪环球东亚酒店大堂吧营销策略研究学生姓名：所在院系：所学专业：导师姓名： 完成时间： 摘 要上海,是一个现代化的国际大都市，具有无限的魅力和潜质，历年来被众多国际酒店业巨头视为进军中国市场的桥头堡，各路资本纷纷进入逐利亢奋的酒店业市场，一家家高星级酒店如雨后春笋般矗立起来，为酒店业的飞速发展带来了契机。因此,上海酒店业营销策略的研究不仅具有理论价值，而且对中国酒店业的发展有着非常现实的指导意义。近年来，随着上海市的经济发展，人们的生活水平较之前有了很大的提高，随之而来的人们的压力也在不断地增加。那有了压力就需要适当的将这些压力给释放出去，毫无疑问酒吧是一个释放压力的最佳场所。所以，酒吧应运而生且发展迅猛。富豪环球东亚酒店位于拥有老上海气息的衡山路酒吧一条街上，其酒吧业的竞争尤为激烈，从而解决富豪酒店大堂吧营销策划的问题迫在眉睫。本文通过从上海市衡山路酒吧发展的宏观环境和富豪酒店大堂吧的微观环境两大方面进行分析，利用经济学的产品策略，价格策略，渠道策略和促销策略四个方面营销组合对富豪酒店大堂吧制定营销方案，为富豪酒店大堂吧的发展争取更多市场。关键词：上海；富豪环球东亚酒店；大堂吧；营销策略Shanghai Regal International East Asia Hotel lobby bar marketing strategy researchSchool of Wangzhi WeiAbstractShanghai, is a modern international metropolis, with infinite charm and potential, has been many international hotel companies as a bridgehead to enter Chinese market, each capital into profit in high hotel market, Taiwans high star-rated hotels have sprung up, also brought opportunities for the rapid development of hotel industry. Shanghai hotel marketing strategy, therefore, the research not only has theoretical value, but also for the development of Chinas hotel industry has a very realistic guiding significance. With the economic development of Shanghai, peoples living standards have greatly improved than before, followed by a peoples pressure is also in constant increase. There is the pressure needs to be appropriate to these pressures to release out, there is no doubt that bar is a best place to release pressure. So, bar arises at the historic moment and rapid development. Volvo universal old Shanghai east Asia hotel is located in has the breath of hengshan road bar street, the pubs, the competition is more intense, to solve the problem of rich hotel lobby bar marketing planning is imminent. In this paper, from the macro environment of Shanghai hengshan road bar development and rich hotel lobby bar of the microcosmic environment two aspects carries on the analysis, formulate product strategy, price str