河北锦江迎宾馆营销策略研究

文档编号:GS158  文档字数:24717,页数:33 附任务书,开题报告,文献综述

摘    要
 酒店业是我国改革开放后最早对外开放的行业。尤其在我国加入WTO后，中国经济己融入世界经济体系，酒店业现已发展成为我国国民经济的重要产业之一，因此，作为酒店业发展的龙头和支柱——星级酒店，其市场营销策略的有效与否在酒店经营管理中的重要性也显得越发关键。
 本文在大量阅读文献^^文档和实地调查的基础上，以市场营销的基本理论为依据，对当前我国星级酒店的发展现状进行了全新的、系统的研究，明确指出酒店需求已从大众化需求发展为阶层化、个性化需求，在实习的基础上，借鉴该行业已有的成功营销经验，指出河北锦江迎宾馆在发展过程中存在的问题和弊端，由此提出了相应的解决对策和发展战略，以期提高河北锦江迎宾馆的营销水平和竞争力。

 关键词：星级酒店；市场营销；营销策略 

The Study on Marketing Strategy of Hebei Jinjiang Guesthouse
Abstract
 Hotel industry is one of the earliest opening industries after China performs the reform and opening policy. After entering WTO，our country’s economy has been concerned with the world economic system. The industry has developed as one of the vital industries in national economy. As the Pillar of this industry-star hotel，The great potential market and splendid growth prospect of our industry attracts the world famous multinational hotel groups entering China . Marketing work importance of management and administration seem more and more crucial.
    Based on reading plenty of documents and making investigation on spot, aiming at keen rivalry of the current hotel industry, the paper analyzes the condition of China star hotel industry as well as the feature of hotel’s products according to the relevant marketing theory. The author points out clearly: the demand of the hotel has already turned into stratifying and individualize. I used the knowledge come from the Master of management and combined with my experience getting from practice, point out the problems and shortcomings of the Hebei Jinjiang hotel in the development process. Thus put forward corresponding countermeasures and develop strategies improve marketing and competitiveness in hotels in Linzhang.

 Keywords: Star Hotel; Marketing; Strategy
  
 

目    录
1  绪论 1
 1.1  本文研究的目的和意义 1
 1.2  本文研究的内容 2
 1.3  本文研究方法 2
 1.4  本文的创新点 2
2  相关理论 3
 2.1  酒店营销的特点 3
 2.2  酒店服务理论 4
 2.3  酒店营销定位 5
3  我国星级酒店的现状分析 9
 3.1  国内外研究现状 9
 3.2  中国酒店业的发展历程 10
 3.3  我国星级酒店的供求现状 12
4  河北锦江迎宾馆的营销环境分析 15
 4.1  河北锦江迎宾馆简介 15
 4.2  河北锦江迎宾馆营销环境的分析 15
 4.3  河北锦江迎宾馆的SWOT的分析 18
 4.4  河北锦江迎宾馆存在的问题 19
5  河北锦江迎宾馆营销策略的研究 21
 5.1  河北锦江迎宾馆STP策略的研究 21
 5.2  迎宾馆品牌营销策略的研究 23
 5.3  迎宾馆文化营销策略的研究 24
 5.4  迎宾馆绿色营销策略的研究 25
结束语 28
参考文献 29
致    谢 30

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