河北民航大酒店营销策略研究-工商管理专业论文.docxVIP

璧查登笙笙奎 璧查登笙笙奎 翌垄显鳖鲞鎏壅壁釜蔓竺燮—————— 攘 要 酒店作为给业生产和销售的产品是涮店有形设施和光形服务的销台，是以多种 照务表瑰窭寒豹笼形产鑫。淄疼摩鬓营镑镬不霾予菸稳帝壤营聚。本文论述了瑷代 洒店营销策略的基本理论、方法和步骤。在分析酒店所处的宏观和徽溉环境的基础 上，结合竞争对乎进行SWOT分析，并据J比结合酒店本舟实际情况，提出了酒店的 绷分泰场、溪舔蒂绥选择竣及市缓定壁。辩爨簸务监薷销7p’s要袋，瓣海麓袋髋 涌璃豹楣关服务营销组合戴臻遴行研究，蕊铡订出一褰切实可行煎满店营销蒙酶， 具体包括酒店产品服务创新策略、基于顾客认知价值的潸店定价策略、销售渠道策 路、整会营镑沟逢燕珞数及窍户关系警瑾策疆，班鬻霄效遗解决滔痞鳇营蘩翘瑟， 能缀静建诞避灌痞盼经营蛰穗含韭绫。 絷键遴：枣痿辫镱 营镳蒙略整合营镣海遴客声关蓉管理 堡主差壁整兰 堡主差壁整兰 塑釜銎茎篓萱鲎篓堕塑壅—————————————一 轰豁T融甜 Hotel is as懒e product and the output of an enterprise，which integrated with visible facilities and immaterial services，belongs to invisible services showed垮mutual services．Therefore，marketing in hotel also differs from any other kinds of marketing work，which is the most important partial of the management activities，and concerned to the development and way-out,that Can affect the survival problem in hotel。 霹涵thesis discourses upon the basic翻nciples,methods and processes of marketing management．After analyzing the macro and micro circumstance，combined with the real statues ofour hotel，and analyzes the advantage,weakness，opportunities and threats．Contrasted with the demand of integrated marketing strategies and the 7Ps service mixes，it delivers OBIhotel’s STP sfia杷gy and marketing tactics，such as product innovation,price。place，IMC tactics and customer relationships management tactics． T‰ugh which We e髓frame out a series of feasible marketing strategy to look forward 协the fiend orientation in the future hotel industry,at the mean while，making welt preparation in mentality and in action．facing t11e challenge， Key words：Marketing，Marketing tactics，Integrated Marketing Communication， Customer Relationship Management l王 鍪主璺笙望茎 鍪主璺笙望茎 鎏鍪蒌鉴茎鎏蹩璧銎鎏坚笙墼—— 零l害 随着我国旅游业快捷、健康地发展。我国现代酒店也得到了蓬勃发展。根据最 掰统诗资料，截止到2000年6月底，我图憋有10481客旅游涉於滔壤，其中星级 涟瘸避3500家。至诧，戬旅游涉舞灌詹为主钵，蔽基缀旅游酒店为核心的我国往 宿接待业格局已缀基本形成。 但是，酒店业面临的问题和挑战也是极为艰巨的，昏致当前酒店缀营难的问题 缀多，诸舞淫瘩设藏供过予求、挚均穰骥窭大帻下簿，舔爨过重，蠢援寝本德续上 涨镲因素，这与我国宏观旅游经济形势的现实不太相符；来华旅游入辘人数依然大 幅度增加，度假休闲旅游日益臀及，中国经济依然保持着良好的发展辫头，招商引 资形势魄以往任能时候都要爨热喜人，旅游景鼹瑷g建设翻旋游节痰活动越