毕业论文：论维多利亚打酒店的经济营销策略.docVIP

PAGE 23 PAGE \* MERGEFORMAT 18 论维多利亚打酒店的经济营销策略 [在此处键入文档的摘要。摘要通常是对文档内容的简短总结。在此处键入文档的摘要。摘要通常是对文档内容的简短总结。] 学生姓名 学 号 专 业 市场营销 班 级 市营112 指导老师 论维多利亚大酒店的经济营销策略 作者姓名： 专业班级：市场营销 指导老师： 摘要 摘 要：随着经济全球化及我国经济的持续健康发展，人民生活水平日益提高，人们对酒店服务的需求不断增加，中国民航市场发展迅猛，航空运输市场呈现出特有的魅力和巨大的提升空间。作为国民经济基础性和先导性的朝阳产业，我国航空运输业从改革开放以来取得了超常规的发展。 中国航空集团三亚凤凰大酒店作为国内最大型航空集团公司中国航空集团下属的服务保障类酒店，为企业的正常运行提供保障和服务，在这几年的发展过程中，由于缺乏市场定位，出现了酒店保障能力不强、市场细分不明确、营销体系不健全及营销手段不成系统等问题，本文通过引用服务营销理论，就酒店存在的上述问题，针对性提出强化服务保障职能；重新进行市场细分策略和重新设定营销策略等解决办法，以期对酒店以后的发展有所帮助。 关键词：服务营销 市场细分 营销策略 三亚凤凰大酒店 Discuss the Economy strategy of Sanya Phoenix Hotel Abstracts: At a time of globalization, the lasting healthy development of Chinese economy and the rise of the peoples living standards, people’s demand for this Air Transport is increasing. Civil Aviation of China is undergoing a fast market development; its air transportation market is exhibiting special charm and has much space for improvement. As a basic and leading sunrise industry for National Economy, Chinese air transportation industry have made a transformable development since the adoption of the reform and opening-up policy. As a subordinated hotel to the largest air company in China — China National Aviation Holding Company, Sanya Phoenix Hotel is devoted to providing assistance and service for normal operations of CNAC. During the development in recent years, some problems have arisen, including the weak consciousness of strategy, the unclear marketing strategy, which due to the lack of proper market positioning. The current operation policy of Sanya Phoenix Hotel try to open up the external market on the premise that strengthening the internal assistance. For this reason, this essay puts forward various measures for its development according to the theories of hotel marketing and its actual conditions in the hope of promoting its future development. Keywords: Sanya Phoenix Hotel marketing strat