如何使酒店业走向成熟文档.docVIP

摘 要 摘 要：在中国加入WTO以后，中国的市场化程度将会进一步加深，中国企业将面临更多的机会，同时也将面临更大的挑战，酒店业也将在这种复杂的背景中谋求生存。无疑，为酒店业全面树立市场化导向的经营思路，并确立合理的改革方案，将为酒店抓住新的发展机遇。 首先讲述的是酒店营销的作用，它包括现代酒店市场营销的概念和在酒店经营中的作用两个方面；然后是酒店市场营销的现状，它包括该酒店市场营销存在的优势和劣势两个方面；再次是酒店在市场营销中存在的问题，主要包括营销计划缺乏有效的保障，计划在执行中缺乏绩效的考核和约束，营销计划缺乏过程管理；最后是加强酒店市场营销的对策，主要包括酒店的营销策略，酒店管理中营销计划有效执行的保障，运用必要的推销工具。[关键词] 酒店 市场营销 问题 对策 Abstract：After joining the WTO, Chinas market will get a further deepened extent, Chinese enterprises will face more opportunities, Meanwhile, it will also face greater challenges,.The industry of hotel will also be in this complex context in order to survive. Undoubtedly, The comprehensive set of market-oriented business idea for the industry of hotel , and establish reasonable reform program, The hotel will seize the new opportunities for development in the new round of market competition to find the dominant position, it is of great significance.Based on the concept and useing of the marketing discussed the Beijing Xinyu Wonderful hotel business profile. And the hotel overview, followed by the role of marketing, It includes modern hotel marketing concepts and hotel operators. The hotel in marketing faces the existing problems,including the lack of an effective marketing plan protection in the implementation and the lack of performance evaluation, and bound by the lack of marketing process management.Finally, the hotel marketing strengthening measures, including the hotels marketing strategy, Hotel Marketing Management Program effective implementation of the safeguards is necessary to use the tool [Key words] : hotel marketing question countermeasures 目 录 一 现代酒店发展趋势.....................................................................................5 （一）技术改革对酒店业的支持会转化为服务............................................. 5 (二)酒店业集团化和品牌化的趋势将促进酒店业的重新分工........................ 5 (三)酒店经营管理真正从标准 TOC \o 1-3 \h \z \u 化管理向个性化管理方向发展..................... 6 (四)文化要素在酒店的重要作用................................................