酒店管理-我国主题酒店打造存在的问题与对策.docxVIP

PAGE IV 我国主题酒店打造存在的问题与对策 摘 要 随着我国经济社会的高速发展和人们的生活水平持续提高，顾客的酒店业需要也在不断的增长，酒店的数量和规模也在不断的呈上升趋势。在经历了农业、工业、服务业经济的浪潮之后，我国迎来了体验经济的时代。体验经济是服务经济的发展层次。我国酒店行业虽然在旅游业的带动下快速发展，但是，随着国外知名品牌酒店的进入，我国的酒店行业也进入了瓶颈期。主题酒店的出现则为解决这些问题提供了新的思路。与国外知名品牌酒店相比较，我国主题酒店的发展在时间和经济都处于萌芽时期，营销理念与营销手段也有待创新。而体验是新经济时代消费者新的需求，成为很多行业的市场导向，因此，体验营销在我国主题酒店实施是非常有必要的。本文主要对主题酒店体验营销发展的策略进行研究。 关键词：体验营销；主题酒店；营销理念  Problems and Countermeasures in the Construction of Theme Hotels in China Abstract Along with our country economy high speed development of the society and peoples living standards continue to improve, customer needs also in unceasing growth of hotel industry, the number and size of the hotel has been on the rise.In agriculture, industry, service industry after the wave of economy, China ushered in the era of experience economy.Experience economy is service economy level of development.Although our country hotel industry rapid development under the drive of tourism, but, after the introduction of foreign well-known brand hotel hotel industry of our country has entered the bottleneck period.The emergence of theme hotel has offers a new way to solve these problems.Compared with foreign well-known brands, the development of theme hotel in China both in time and the economy is in bud period, the marketing idea and marketing has yet to be innovation.And experience is a new demand of the new economy era, as a lot of the market orientation of the industry, therefore, experience marketing theme hotel is necessary to implement in our country.In this paper, for the development of the theme hotel experience marketing strategy for research. Keywords: experience;marketing;theme hotel;marketing concept 目 录 TOC \o 1-3 \h \z \u 摘 要 I Abstract II 一、绪论 5 （一）选题背景 5 （二）研究目的及意义 6 二、体验营销相关理论 6 （一）体验营销的概念 6 （二）体验营销的类型 7 三、天鹅恋主题酒店现状分析 8 （一）天鹅恋主题酒店简介 8 （二）天鹅恋主题酒店营销现状 8 （三）天鹅恋主题酒店营销存在的问题 9 1产品定位不准确 9 2价格不合理 9 3营销渠道狭窄 9 四、天鹅恋主题酒店营销策略 9 （一）产品策略 9 （二）定价策略 10 （三）拓宽营销渠道策略