饭店营销策略分析.docxVIP

PAGE 17 饭店营销策略分析 叶伊振 摘要：随着中国旅游业在近年来的持续发展，中国饭店业作为旅游业重要组成部分，也呈现出盛况空前的繁荣景象。同时，得益于社会经济的持续发展，饭店的管理水平日益提高饭店间的竞争方式也渐渐发生变化，饭店间的竞争程度日益加剧。饭店企业要从根本、有效地提高市场竞争力就必须要依靠营销创新，探究市场营销模式的特点和内容，并在实践与理论找到推动饭店企业发展的突破口，在促进中国饭店企业参与市场竞争以及占领国际市场中，拥有十分重要的理论意义和现实意义。本文通过对市场营销相关理论进行深入研究，以安徽圣大国际饭店为典型案例，对我国目前饭店营销的现状和问题，提出了改善饭店营销的针对性策略，对我国饭店营销策略的制定有借鉴意义。 关键词：饭店行业；市场营销；营销策略  Abstract In recent years, with the continuous prosperity of Chinas tourism industry, as an important part of the tourism industry, Chinas hotel industry has also been an unprecedented development. At the same time, with the continuous development of social economy, the gradual change of the way of the hotel competition and the increasing of the level of management, the competition between hotels is increasing. Marketing innovation is improve the hotel enterprise market competitiveness of the most fundamental, the most effective one of the ways, the contents and characteristics of the discussion and study of marketing mode and in the theoretical and practical breakthrough, to promote hotel enterprises to participate in market competition and occupy the international market, has important theoretical significance and practical significance. In this paper, the in-depth study on the relevant theories of marketing to Qujiang international hotel as a typical case, the present situation and problems of hotel marketing in China proposed to improve the hotel marketing targeted strategy, the formulation of hotel marketing strategy in our country have drawn lessons from a meaning. Key words: hotel industry; marketing; marketing strategy  目录 TOC \o 1-3 \h \z \u 一、绪论 1 （一）研究背景和意义 1 （二）国内外研究综述 1 （三）研究方法 3 二、市场营销的相关理论 3 （一）市场营销相关概念 3 1.市场营销 3 2.饭店及饭店营销 4 （二）营销相关理论 5 1.4P营销理论 5 2.关系营销理论 6 3.服务营销理论 6 三、饭店营销的现状和问题分析——以安徽圣大国际饭店为例 6 （一）我国饭店发展的现状 6 （二）安徽圣大国际饭店及其营销近况 7 1安徽圣大国际饭店简介 7 2.安徽圣大国际饭店营销近况 9 （三）安徽圣大国际饭店营销存有的问题 10 1.营销观念落后 10 2.饭店定位模糊 10 3.缺乏专业化的营销手段 10 4.销售渠道单一 11 5.网络化水