家庭旅馆营销策略分析.docVIP

- PAGE 49 - 摘 要 近年来，我国的旅游业发展相当快，被称为“永远的朝阳产业” 。尤其是在2001年12月11日加入世界贸易组织以后，更是为休闲旅游的发展提供了契机。作为旅游六大元素之一的住宿业，在旅游业的带动下也得到了充分的发展，星级酒店、宾馆、经济型酒店发展突飞猛进。随着国家对现行休假制度的完善和HYPERLINK /view/1246337.htm带薪休假制度的落实，形成了巨大的国内旅游消费市场，各景区均出现不同程度的供不应求的现象，家庭旅馆业作为一种重要的补充接待方式应运而生。重庆家庭旅馆在重庆特色旅游业带动虽也有一定的发展，但如何在酒店、宾馆所占有的市场中突出自身的特色，赢得广大消费者的青睐，是摆在我们面前的重要课题。 课题首先从家庭旅馆的定义、起源及其发展意义出发，概括介绍了家庭旅馆；其次简介了国内外学者对家庭旅馆的相关研究；第三部分概括介绍中国其他省市家庭旅馆的发展现状；接下来重点研究的是重庆市家庭旅馆的发展现状及其特色和发展过程中存在的问题，并提出相应的营销策略-4P营销组合策略及网络和关系营销。矚慫润厲钐瘗睞枥庑赖賃軔朧碍鳝绢懣硯涛镕頃赎巯驂雞虯从躜鞯烧。 【关键词】 旅游业 重庆家庭旅馆 问题 营销策略 ABSTRACT In recent years , the travel industry of our country develops very fast , which is called ‘Eternal Sunrise Industry’. Especially when China joined in the World Trade Organization on December 11 ,2001 , it provides a good opportunity for the development of leisure tourism . Quarter industry, one of the six travel elements , has also developed well under the tourism industrys drive，starred hotels 、guesthouses、economic hotels develop by leaps and bounds. With the consummation of the standing vocation system and fulfillment of paid holiday system，there forms giant domestic tourism consumer market , every scenic spot shows different extent of the phenomenon of demand over supply , thus family hotel industry comes into being as a complementary means of reception . Although Chongqings characteristic tourism has brought along the development of its family hotel industry , how to stand out in the market which is possessed of by starred hotels and guesthouses 、win consumers favor are the important tasks in the presence of us .聞創沟燴鐺險爱氇谴净祸測樅锯鳗鲮詣鋃陉蛮苎覺藍驳驂签拋敘睑绑。 Firstly , the thesis introduces the family hotel resumptively from the angles of definition 、origin and the development significance of family hotel ; Secondly , the thesis briefs