WL酒店营销策略研究-工商管理专业论文.docxVIP

万方数据 万方数据 ABSTRACT WL HOTEL MARKETING STRATEGY RESEARCH ABSTRACT The research on Hotel marketing strategy has always been a hot research area. As times goes by, especially at present government eight regulations puts forwards requirement to eliminate waste of public funds. With the sharp decline in public consumption, accommodation and catering will show a downward trend in the longer term. With the progress of society, people gradually increase awareness of extravagance constraints. People’s awareness of rational consumption is improving gradually. People’s social consumption view is changing from face to economical consumption. Civilized consumption, healthy diet, moderate consumption, doggie bags and other civilized consumption concept has been widely accepted. The influence of Internet is being more obvious on hotel industry. Different hotels in the marketing dilemma, problem diagnosis or marketing strategy are both similarities and differences. As a Nan Yang middle size hotel in Zhengzhou, WL hotel charges with internal reception and external earnings, meanwhile has general operational issues. The paper uses interviews, literature searches and other research methods. The research will be relevant theory and practices as a starting point to analysis the marketing environment. It explains the current marketing situation and existing problems in WL hotel. The research also analyses direct and indirect causes of marketing problems and even explores the deeper reasons. Research results suggest that WL hotel should enhance innovation on product, service, channel, promotion, network sales, and eventually is in a dominant position in the hotel industry. KEY WORDS: WL hotel; PEST analysis; STP strategy analysis III 万方数据 万方数据 目 录 目 录 摘 要......................................................................................................................................................... I HYPERLINK \l _bookmark0 ABSTRACT.................................................