基于情感营销视角的酒店品牌战略研究.docVIP

北京联合大学 毕业论文 PAGE 13 摘 要 全球一体化的深入发展与知识经济的来临给社会带来深刻变革。在酒店业界，随着社会个性化趋向以及顾客素质的提高，顾客需求呈现多样化，顾客逐渐由被动营销目标转变为市场主导者，顾客也由从旅游目的地的数量和质量的消费进入情感消费阶段。酒店与顾客之间的情感和谐逐渐成为保证顾客忠诚的中重心。因此，酒店要认识到顾客情感和谐对创建和保持顾客忠诚的作用，将情感提升到战略高度，通过情感营销驱动来增强酒店竞争优势。 本文首先探讨了情感营销的相关概念，为文章的研究打好了理论基础，然后分析了酒店实施情感营销的必要性，最后从产品、价格、促销、服务四个方面提出了酒店情感营销组合策略，以期能为酒店情感营销的具体实施和营销策略的改进提供一定的借鉴，对于酒店情感营销具有指导意义。 关键词：情感营销 酒店 战略 北京联合大学 毕业论文 PAGE Abstract The deepening of global integration and the coming of knowledge economy bring profound changes to the society. In the hotel industry, with the individualized trend of society and the improvement of the quality of customers, the demand for customers is diversified, and the customers are gradually changing from the passive marketing target to the market leader, and the customers are also entered into the emotional consumption stage by the quantity and quality of the tourist destination. The emotional harmony between hotels and customers has gradually become the center of gravity to ensure customer loyalty. Therefore, the hotel should realize the effect of the customers emotional harmony on creating and maintaining the customer loyalty, raising the emotion to the strategic height and enhancing the competitive advantage of the hotel through emotional marketing drive. This paper first discusses the related concepts of emotional marketing, and makes a theoretical foundation for the research of the article. Then it analyzes the necessity of emotional marketing in the hotel. Finally, it puts forward a combination strategy of emotional marketing in the four aspects of product, price, promotion and service, with a view to the specific implementation and marketing of the emotional marketing of the hotel. The improvement of strategy can provide some reference for hotel emotional marketing. Key Words: Emotional ma