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论文编号：	1201
作者编号：	2220070502
上传时间：	2009/6/10 12:59:13
中文题目：	河北世纪大饭店服务营销策略研究
英文题目：	Study service marketing strate
指导老师：	刘建华
中文关键字：	世纪大饭店;服务营销;差异化策略
英文关键字：	Centry;Service Marketing;Diffe
中文摘要：	伴随着我国改革开放政策持续扩大和我国经济地位进一步加强以及国内居民收入的提高，促使我国与其他国家进行政治、经济、文化密切的交往，使旅游业得以蓬勃兴起，据国家旅游局政策法规司司长张坚钟在世界行业权威媒体《世界酒店》书刊称“2006年我国全年入境旅游人数达到1.25亿人次，国内旅游人数13.9亿人次，直接从业人员1000多万人，对外开放的旅游景区2万多家，星级饭店1.9万家以上，五星级宾馆331家，旅行社1.4万家。另据世界旅游组织预测，到2015年，中国将成为全球第一大入境旅游接待大国和第四大处境客源国。”随着经济全球化和区域经济一体化的进程，旅游业将成为我国国民经济的重要产业。我国政府已将大力发展服务业作为国家发展战略，提高我国服务业占国内生产总值的比重，达到或接近发达和发展中国家水平。这一战略的制定为旅游业三大产业之一的酒店业带来了千载难逢的发展机遇，纵观我国目前酒店行业的发展状况，一方面大批的外资酒店、国际连锁店不断地涌入我国酒店市场，并且将他们先进的管理理念和营销理念植入在他们投资和管理的酒店。并迅速开拓市场客源、抢占市场份额，与国内的本土酒店展开了激烈的市场竞争；另一方面随着经济持续快速的发展，人们的消费水平和生活质量的不断提高，消费者对服务行业的规范标准及个性要求也在不断的变化，消费者的消费心理日趋成熟，越来越理智，要求也越来越高……在此环境下，我国酒店在实现“硬件”与国际接轨的同时，对于“软件”的要求也在不断的提高，面对机遇与挑战共存的服务市场，酒店要站稳脚跟并不断的发展，就必须具备足够的综合实力和高素质的营销管理团队，带领酒店全体员工迎接来自行业和社会环境带来的挑战。 面对市场竞争和挑战的加剧以及顾客需求的多样化，河北世纪大饭店作为河北省首家通过五星级评定的饭店，该如何开展服务营销、如何让自己的产品变得鹤立鸡群、如何解决饭店经营遇到的竞争和挑战，是关系世纪大饭店发展的重要课题也是对饭店领导团队和全体员工的一个考验。 本文针对世纪大饭店的现状，饭店现存的服务营销问题，结合服务营销理论对世纪大饭店的服务营销进行研究。整理出以差异化营销为核心的一系列饭店服务营销策略，在差异化营销策略的前提下，提出饭店产品和服务组合。 全文分为六章：第一章绪言，主要介绍论文的研究背景、内容与方法以及研究的意义。本章主要从选题的背景出发，河北世纪大饭店前身是河北省政府利用荷兰政府无息贷款，由河北省信托投资公司负责建设成立的一家高标准的涉外饭店，由于在建设和运行中的种种原因，没有按时完成省政府所赋予的使命，贷款到期，省政府从大局出发，将其饭店的资产、所有权、经营权一并划转到省建投，并有省建投负责归还荷兰政府5.9亿人民币的贷款。接管后，由于受到顾客消费水平和地理环境的制约，世纪大饭店面临很多问题和挑战，如饭店的服务营销管理体系问题、运行过程中出现不协调的问题、所在地饭店过于集中、饭店设施供过于求、税费过重、客房入住率低、成本持续上涨等现实问题。由于上述问题的存在，从而导致饭店经营效益与国内同星级酒店存在着很大的差距，其原因除不可改变的宏观政策外，主要是饭店在经营过程中未能有效的选择、制定和实施属于自己的竞争战略以及其战略层次下的服务营销策略。其研究的意义主要是通过研究提出一整套饭店服务营销策略，希望本文的研究能够对世纪大饭店解决所面临的困难和挑战有一定的借鉴作用和促进作用，能帮助、解决饭店所面临的实际问题和挑战。 第二章对本文就有关服务营销方面的现代理论进行回顾和梳理 。 1、回顾了饭店营销的特点和饭店市场营销理论的形成主要的几个阶段：包括生产导向、产品导向、销售导向、营销导向和社会营销导向阶段所赋予饭店营销不同的内涵。 2、回顾了有关现代著名学者对服务相关理论的阐述，主要是对服务的特性、服务与有形产品的区别、服务蓝图、产品组合和服务传递系统等内容。 3、对环境分析法相关理论进行回顾和梳理，主要是PEST分析和WSOT分析法以及对迈特.波特相关理论进行回顾，为世纪大饭店的经营分析找到理论依据。 4、对差异化营销的相关理论进行回顾，为世纪大饭店在选择、制定、实施差异化服务营销策略提供理论依据。 第三章深入到世纪大饭店以及省建投控股的饭店进行拜访、咨询、交谈，整理出世纪大饭店经营情况分析以及SWTO分析。 1、国内五星级饭店现状： 从全国来讲五星级酒店298家，（07年国家旅游局对外发布）发展趋势，一是国际著名品牌进一步进入饭店业、我国政府已将大力发展服务业作为国家发展战略，国内高星级酒店的建设，将迎来高峰。从河北省来看各市除石家庄有三家五星级酒店，其他各市均无五星级酒店，但是随着环渤海、环津京战略的展开，可以预见各市会有五星级酒店的落成。从石家庄市区看，三星级以上饭店就有31家，在客源有限的条件，其竞争是相当激烈的。 2、世纪大饭店的设施和设备：饭店拥有409套各类客房，1-4层有风味各异的餐厅，9间大小不一的会议室，饭店一楼和裙楼有供客人购物的商场，5楼有健身房和户外运动场，地下1-3层有牌旗室和洗浴中心，29层有供客人娱乐的夜总会。 地理位置：交通便捷，距火车站、长途汽车站行程不足1公里，并且周围还有大型的购物商场。 3、PEST分析 主要分析了世纪大饭店所面临的宏观环境。从国家、地方政府对服务业的有关政策导向，到饭店本身的资产结构的分析，（虽负债，但产权结构清楚、没有抵押、质押现象，可进一步融资扩大产能或加大对服务产品的投入，从而建立自己的文化和品牌）。 4、微观环境分析主要对世纪大饭店客源市场、供应商、竞争对手、人力资源和社会机构与饭店关系进行分析。确定了客源市场的范围、对供应商的选择、竞争对手抢夺客源的原因、人力资源的状况以及饭店在经营活动过程中所注重的各方面的关系。 5、世纪大饭店与我公司控股的饭店的经营情况分析，主要从经营收入、利润收入、客房收入、出租率、平均房价、餐饮收入进行分析，得到世纪大饭店经营状况，为下一步经营制定策略奠定基础。 6、世纪大饭店的竞争对手分析，主要从客房总数、出租率、客房收入、单房受益等方面进行分析得到相关数据，找到营销重点。通过以上分析得到世纪大饭店的SWOT分解表并指出了优势、劣势、机会和挑战。 第四章在前文分析的基础上，结合饭店的竞争态势和竞争战略的理论，提出世纪大饭店的营销策略的选择和制定，按照差异化理论原理，对饭店进行了市场细分找到饭店的目标市场。选择了世纪大饭店三个关注策略（顾客、员工、市场策略）、个性化策略、关系营销策略、产品差异化策略和产品组合策略。 在制定差异化策略方面，首先制定了服务运行差异化，并对运行的要素分别制定了有区别其他饭店服务模式以及服务模块。其次制定了有关为维护和发展顾客关系的策略。在次制定了饭店产品套餐。 主要制定以下几种套餐 1、乐享健康运动套餐A：入住乐享健康商务房、赠送营养早餐1份，赠“乐享”羽毛球运动时间1节，赠时令水果1份，赠每日水洗衣服1套，赠健康冰饮1份。 2、乐享健康运动套餐B：只要连续入住三天（含三天）的顾客，即可获得饭店赠送的价值1780元/间天的主题套房温情体验卷一张，有效期30天，并每天得到套餐A的赠送。 3、乐享旅程套餐：（选择网络订房中心特惠旅程套餐）入住乐享健康商务房、赠送营养早餐2份，赠送游泳、健身，赠时令水果1份，赠每日水洗衣服1套。 4、私享行政客房清爽假日优惠套餐：赠送营养早餐2份，赠“乐享”羽毛球运动时间1节，赠时令水果1份，赠每日水洗衣服1套，赠欢迎饮品1份（干红酒或饮料），免费享用28层行政酒廊下午茶及欢乐时光，可享受延迟退房时间到下午16点。 第五章依据世纪大饭店服务策略的选择和制定，给出世纪大饭店进行产品7Ps组合，该部分系统地研究了饭店产品、价格、促销、服务人员、服务过程以及实体展示等营销组合要素的具体应用，以7Ps 为主线，制定出世纪大饭店产品与服务组合。具体组合如下 一、产品组合 1、团体顾客入店套餐组合：包括住宿餐饮与免费叫早服务、免费健身房、免费提供传真打印复印等服务组合 2、忠诚客户套餐组合：大客户发放积分卡（年消费在1万元以上的），饭店按照年底积分进行返点，购买饭店任何产品或服务。 3、为商务客人提供免费的公务车辆服务。 4、节假日时节推出婚宴、家宴、团队、会议用餐组合。 二、价格组合 声望定价组合（星级饭店）、撇脂定价（新产品）、超值定价（婚宴的菜单）、市场细分定价（自助餐1米儿童以下免费，但一个成年人只准带一个儿童）、价格束（住宿顾客享受9折餐费）和结果导向定价（顾客到KTV娱乐，超出最低消费基数时，超出部分可享受5折优惠），针对不同顾客使用服务产品，采取灵活定价的办法，如采用会员价、系统价、大客户价、协议价和普通顾客折扣价。 三、渠道策略组合 1、网络营销组合：酒店建立了自己的门户（网站），通过对网站宣传推广吸引新客户，促成老客户直接在线预订。 2、利用网络与系统平台和酒店网络联盟，包括携程、E龙、芒果、易网通等系统渠道组合。 四、 旅行社营销组合：包括五星饭店一日游，结合西柏坡会馆、邢台云雾山大开发、秦皇岛山海关古城改造项目的契机，推出红色旅游和风景旅游渠道组合。 五、促销策略组合：包括异业联盟、同业联盟、做“秀”接单、主动促销、利用公益活动造势等组合 六、人员策略组合：包括顾客教育、员工培训、员工教育的服务组合。 七、过程组合：包括服务接触过程、员工与顾客互动过程组合。 八、实体环境组合(有形展示)：包括与顾客相互接触的场所、饭店厨师现场制作、环境、设计、社交要素的组合。 最后，希望本文的研究对世纪大饭店的发展提供了一种思路，也希望给饭店行业的发展带来一些启示。
英文摘要：	Along with Chinese reform and opening-up policy continuing expanding and further strengthen of our country's economic status, the improvement of people's income to our country and other countries for political, economic, cultural and close contacts, so that the rise of the tourism industry to flourish. According to Mr. Zhang Jian Zhong Secretary of National Tourism Administration policies and regulations said to the authority of the media industry in the world "World Hotel," the number of inbound tourism in our country throughout the year to reach 125 million, domestic tourism the number 1390 million people, in 2006, directly employed more than 1000 million people, opening to the outside world more than 20,000 tourist attractions, more than 19,000 star-rated hotels, 331 five-star hotel, 14,000 travel agencies. According to the World Tourism Organization has forecast that up to 2015, China will become the world's largest inbound tourism country and the fourth largest source. With economic globalization and regional economic integration process, the tourism industry will become an important industry for Chinese national economy. Chinese government has set the development of service industry as a national development strategy to improve Chinese service industry accounted for the proportion of gross domestic product, at or near the level of developed and developing countries. The formulation of this strategy for one of the three major industries of tourism, hotel industry has brought great opportunities for development. Looking at the current development of the hotel industry, on the one hand, a large number of foreign hotel, the international chain constant influx of Chinese hotel market, their advanced management concepts and marketing ideas implanted in their hotel investment and management, and tourists to explore the market quickly to seize market share, with the local hotels engaged in a fierce market competition; On the other hand with sustained and rapid economic development, people's consumption level and the continuous improvement of quality of life, consumers’ demands for standards of service industries and personality has been changed, consumer’ psychology become more matures, more sensible, and require higher. In this case, hotels in the realization of Chinese "hardware" in line with international standards at the same time, the "software" of the request has been improved. Faced to the opportunities and challenges, if hotels want to be stable and continuous development, it must has sufficient strength and marketing of high-quality management team, they will lead the hotel to meet all the staff from industry and the challenges posed by the social environment. The face of market competition and challenges, as well as the increased diversification of customer needs, Hebei Century Hotel as the first five-star hotel, how to carry out its services in the marketing, how to make their products stand out, how to face competition and challenges during the hotel operating, this is the most important problem of the hotel and it is also a hard test for the operating team of the hotel. Based on the status and the existing services marketing issues of Century Hotel and combined with services marketing theory, this paper studies on the Century Hotel services marketing. I’ll sort out differences at the core of marketing services to a range of hotel marketing strategy. The full text is divided into six chapters: Chapter I Introduction, paper introduces the research background, contents and methods as well as the significance of the study. The main topics of this chapter from the background, Hebei Century Hotel, formerly the Government of the Netherlands Government of Hebei Province an interest-free loan, from Hebei Province, is responsible for the building of trust and investment companies to set up a high standard of foreign-related hotels, As the construction and operation of a variety of reasons, there is no time to complete the mission entrusted by the provincial government, Loan maturity, the overall situation of the provincial government from its hotel assets, ownership, management rights to be transferred HECIC. HECIC by the Government of the Netherlands is responsible for the return of 590 million yuan in loans. After the takeover, as a result of the consumption level of customer and geographic constraints, Century Hotel, facing many problems and challenges, Hotel Marketing Management System Services, run the course of the problem of uncoordinated, the location of the hotel is too concentrated, an oversupply of hotel facilities, heavy duty, room occupancy rate low, the cost of practical problems, such as the continuing rise. As a result of these problems, hotel operating efficiency resulting in domestic same-star hotel there is a large gap between. The reason can not be changed in addition to macro-policies mainly in the hotel business can not effectively process the choice, the formulation and implementation of competitive strategies of their own as well as its services under a strategic-level marketing strategy. The significance of their research study, mainly through a set of hotel services marketing strategy. This study hopes to resolve the Century Hotel, difficulties and challenges faced by a certain role and to promote the role of reference, can help to resolve the hotel facing the real problems and challenges. Chapter II of this paper, the services of the modern theory of marketing review and sort out. 1. Reviewed the characteristics of the hotel and restaurant marketing theory of the formation of the main stages: Including production-oriented, product-oriented, sales oriented, marketing-oriented and social marketing-oriented stage of marketing the hotel to give different connotations. 2. Recalling the well-known scholar of the modern theory of the services described the main characteristics of services, service, and the distinction between tangible products, service blueprint, product portfolio and services such as content delivery system. 3, Analysis of environmental-related reviews and sorts out the theory, mainly analysis and PEST analysis, as well as WSOT Metrojet. Porter reviews the relevant theory for the operation of the century the hotel to find theoretical basis for analysis. 4. On the difference in marketing to review the relevant theory for the Century Hotel in the selection, developments, implementation of differentiated services and provide a theoretical basis for marketing strategy. Chapter III of the century hotel in depth, as well as holding the province voted to build the hotel to visit, consultation, conversation, sort out the operation of the century hotel analysis and analysis of SWTO. 1. The domestic status of a five-star hotel: From the national five-star hotel is 298, The trend is that Further well-known international brands to enter the hotel industry, Chinese government has vigorously develop the service industry as a national development strategy, Domestic high-star hotel will mark the peak of the building. In addition to look at cities from Shijiazhuang in Hebei Province, there are three five-star hotels, There was no five-star hotels in other cities.However, with the Bohai Sea, Central Jinjing strategy launched. Municipalities can be expected will be completed in five-star hotels. From Shijiazhuang, the three-star hotel will have more than 31, in the limited source, the competition is very intense. 2. Century Hotel facilities and equipment: Hotel has 409 sets of various types of rooms，there are 1-4 floor of different flavors of the restaurant, 9 meeting rooms of various sizes, hotel first floor and the podium there for the guests to the shopping malls, 5 floor gym and outdoor sports grounds, B1-3 floor licensed flag room and bath center, 29 layer nightclub entertainment for the guests. 3. Location: Away from the railway station, bus station less than 1 km trip and also the surrounding large-scale shopping malls. 4. PEST Analysis We’ll analyze the macroeconomic environment for century hotel. From the state, local governments of the relevant policies of the service sector-oriented, to the hotel's own analysis of asset structure, From the state, local governments of the relevant policies of the service sector-oriented, to the hotel's own analysis of asset structure. 5. Micro-environmental analysis Hotel of the century the main source markets, suppliers, competitors, human resources and social institutions and an analysis of the relationship between the hotel. To determine the scope of the source markets, the choice of suppliers and competitors to snatch customers the reasons for the situation of human resources, as well as hotels in the course of business activities focus on various aspects of the relationship. 6. Century Hotel and our company owned restaurants operating Analysis Mainly from the business income, profits, room revenue, occupancy rates, average housing prices, an analysis of food and beverage revenue, the operating conditions of the century the hotel for further lay the foundation for business strategy. 7. Analysis of Century Hotel’s competitors Mainly from the total number of rooms, occupancy rates, room revenue, a single room to benefit from areas such as analysis of relevant data, find the focus of marketing. Through the above analysis of the SWOT Century Hotel decomposition table and pointed out the strengths, weaknesses, opportunities and challenges. Chapter IV of the previous analysis, based on the combination of the hotel's competitive strategy and competitive posture of the rationale for, the Century Hotel, the choice of marketing strategy and development, in accordance with the principle of differentiation theory, carried out on the hotel market segmentation to find the goal of the hotel market. Chose the Century Hotel, three concern the strategy, personalization strategy, relationship marketing strategy, product differentiation strategy and product portfolio strategy. About the differentiation strategy, at first developed a service operation of differentiation, and the operation of the respective elements of the difference between the development of a hotel service delivery model, as well as other service modules. Seconds developed for the maintenance and development of customer relationship strategy. In the second product developed hotel packages. Finally, I hope this article studies the development of the century hotel provides an idea of the hotel industry would also like to bring some enlightenment to the development.
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