成都市-酒店内部营销策略研究以成都总府皇冠假日酒店为例.docxVIP

成都理工大学2011届毕业设计（论文） PAGE \* MERGEFORMAT 17 成都市酒店内部营销策略研究——以成都总府皇冠假日酒店为例 姓名：杨晓 专业： 指导老师：唐旖聃 摘 要 当今酒店业蓬勃发展，同时也带来白热化竞争，一家酒店如何在激烈的竞争环境中取胜？传统的营销方式已经不能满足酒店的高速发展。一系列新的营销策略应运而生，内部营销作为关系营销的重要组成部分，在酒店的整个市场营销中占有举足轻重的地位。关于酒店内部营销的研究，对酒店业的发展方向有一定的理论和实践意义。本文简单描述了新时期的新的营销策略，重点介绍酒店的内部营销，通过文献综述法系统阐述了酒店内部营销理论，并用案例法(以成都总府皇冠假日酒店为例)详细阐述了成都总府皇冠假日酒店的内部营销策略，对酒店员工进行了满意度问卷调查，分析出影响酒店实施内部营销的因素。 关键词：酒店 营销策略 员工满意度 内部营销 A study on hotel internal marketing strategy ——Case Study of Zongfu Crowne Plaza Chengdu Abstract：Nowadays hotel industry is booming, but it also has fierce competition. How do hotels succeed in this fierce competition? Traditional marketing methods can not meet the rapid development of the hotel. A series of new marketing methods have come into being. Internal marketing, as an important part of relationship marketing, plays an important role in the entire marketing strategies of hotel. The study of internal marketing of the hotel has theoretical and practical significance to the direction of development for the hotel industry. This paper briefly describes some of the new marketing strategies in the new era, focusing on the internal marketing of hotel. This paper systemically demonstrates the theory of internal marketing of hotel by literature review. What’s more, this paper uses case study (taking Crown Palaza Shenzhen as an example) to expatiate the internal marketing methods of Crown Palaza Shenzhen. Finally, this paper analyzes influencing factors for hotel to conduct internal marketing methods based on the questionnaire of hotel’s employee’s job satisfaction. Keywords： hotel；marketing strategy；employee’s job satisfaction; internal marketing ? 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc 前 言 PAGEREF _Toc \h 3 HYPERLINK \l _Toc 1.前言研究的目 PAGEREF _Toc \h 3 HYPERLINK \l _Toc 2.研究意义 PAGEREF _Toc \h 3 HYPERLINK \l _Toc 3.研究方法 PAGEREF _Toc \h 3 HYPERLINK \l _Toc 4.文献综合分析法 PAGEREF _Toc \h 3 HYPERLINK \l _Toc 5.归纳法 PAGEREF _Toc \h 3 HYPERLINK \l