泸天化酒店营销战略探讨-工商管理专业论文.docxVIP

店现有的目标市场及市场定位进行评价，给酒店重新选择了目标市 店现有的目标市场及市场定位进行评价，给酒店重新选择了目标市 场：以中档商务散客为主、以中小商务会议为辅，在其目标市场上给 产品进行重新定位，采用避强定位：较高舒适性与适中价格。第四章 从产品、价格、渠道、促销、服务参与者、有形展示、服务过程等方 面讨论酒店的营销组合策略。 四、主要贡献 本文在选题上紧扣实际，结合营销学理论和服务理论对特定酒店 的营销战略进行了实证性的探讨。论文采用了较多的第一手资料对酒 店内外部环境进行了详细的分析，并对酒店的目标市场及产品定位进 行了评价和再次决策。在其营销组合策略上增加了服务营销的“3Ps” 服务参与者、有形展示和服务过程策略，对泸天化酒店有一定的实战 意义和指导作用，对其它各类酒店的营销活动均有参考价值。 关键词：酒店、营销战略、竞争、服务、营销组合 Abstract1．Objective Abstract 1．Objective and Meaning HospitNity industry is the,earliest industry opened to the outside world in Our country．Along with the wake of the flourisNng development of tourism，the trade in our country hotel shall obtain the greater development opportunity．Since the intermediary and later stage of 80s． the overseas brands of hotel trade in China． On the grounds of the country tourism office statistics，in the past few years，the profit of the foreign hotel each year ranked a large proportio．n of our country’S hotel trade profit，but many hotels owned by the State is trap． Moreover in the wake of competition，the state．owned hotels shall be confronted with the more severe phase．The main embodiment of disparity between the management of Sino—foreign hotel is living in the marketing strategy,and the corporation is administered to utilize that the most well—developed marketing and t}le markedng means in me external hotel，acquired going from victory．to victory,but that the experience acting as is leaned against that in a lot of state—owned hotels’for me most part，and the hardship is obviously．The predicament is went aⅥ7ay oat in the national howl，and to be living in the very great degree is that whether the hotel value the marketing viewpoint and the marketing strategy resolution． j The origin selected Lutiatthua hotd as an example of case analysis target，and with the freshest marketing theory of application unites practice，and probes into to such marketing strategy,try to analyze by means of the case，and to find the pattem that the marketing strategy that else