重庆南山丽景度假酒店差异化营销战略分析-analysis on the differentiated marketing strategy of chongqing nanshan lijing holiday hotel.docx

II II ABSTRACT With the rapid development of China's national economy, raising people's living standards, holiday travel has become a trend of consumption. Resort hotel is facing unprecedented opportunities, but at the same time faces many new challenges. Chongqing Nanshan Lai resort hotel in the face opportunities and challenges, how to solve the current problems in operating with difficulty, what marketing strategy in the fierce competition in the industry in gaining the edge, this article is to explore and study the purpose and importance. Lijing around Chongqing Nanshan resort hotel development and operation of the existing problems, mainly the following aspects: On the international and domestic hotel industry, Central Market King, the city of Chongqing to our hotels for the status quo and competition analysis and comment; Chongqing Nanshan Lai Hotel on the market, operating the status quo, the situation of competitors, the current problems facing Opportunities and Challenges for analysis and evaluation. Application of SWOT analysis of Chongqing Nanshan Lai resort hotel marketing strategy to implement the advantages of internal weaknesses, the external environment for opportunities and threats analysis, the use of force model of the five-Lai Hotel business environment, industry competition, customers and potential rival groups for analysis. VRIO use the framework of analysis Lai Hotel on the resources and capacity for analysis. In the above analysis on the basis of the hotel to the product, price, service and management as the breakthrough point, work out differences in the implementation of strategic marketing planning With service quality gap model analysis of the Lijing Hotel reason for the gap between the quality of service and corresponding countermeasures, with further services marketing and services marketing triangle 7PS new combination, made Nanshan Lai hotel marketing services to implement the implementation of the strategy: to promote the hotel produ