联系我们

论文查询结果	返回搜索

论文编号：	12041
作者编号：	2320180385
上传时间：	2020/12/10 22:37:14
中文题目：	JXHD 酒店市场营销策略研究
英文题目：	JXHD Hotel Marketing Strategy Research
指导老师：	马连福
中文关键字：	经营下滑;“黑天鹅”;市场形势严峻;营销策略
英文关键字：	business decline;"black swan";the market situation is severe;marketing strategy
中文摘要：	JXHD 酒店坐落于天津市蓟州区的 5A 景区---盘山脚下，拥有丰富的自然 山水资源。其主要的配套有客房、餐饮、会议、康乐等设施，是一家准五星级 酒店。筹备之初，根据其地理位置以及配套设施，将酒店定位为会议度假型酒 店，主要针对的是北京、天津公司会议团体以及周边散客度假游。 JXHD 酒店自 2012 年开业至今已近 8 年，经营数据（营业收入、利润、平 均房价、出租率、单房收益等）逐年增加，但增长趋势已日益放缓且近两年呈 下降趋势，另外随着酒店设备实施老化，以及周边竞争对手增多，酒店竞争压 力越来越大。特别是 2020 年之初，新冠肺炎疫情在人们毫无准备的情况下像一 只“黑天鹅”从天而降，全国酒店行业遭遇了很大压力。在 2019 年原本游客增 速放缓的基础上，叠加疫情影响，对本该成为旅游黄金周的度假市场造成了严 重的打击。JXHD 酒店也无法幸免，经营瞬间跌入冰点。虽然经过了几个月的调 整，疫情逐步放开，度假市场已逐步恢复，在五一假期出现了个小井喷现象， 酒店经营也逐步得到了缓解。但由于会议市场的缺失，以及散客市场的不稳定， JXHD 酒店的经营压力依旧很大。 文章在通过对 JXHD 酒店身处的市场、政治、社会等环境进行了剖析，找 出市场中存在的机会。同时使用 MBA 学习期间所学的相关理论对其进行了深度 分析。基于以上现状分析找出 JXHD 酒店目前所面临的问题，进而对 JXHD 酒 店的问题提出了解决方案。另外，结合原有经营情况，对价格、产品、渠道策 略进行优化。同时，提出相应的实施保障措施。旨在通过市场营销理论的系统 性分析和使用，使 JXHD 酒店在危机中育新机，于变局中开创新局。同时，也 希望能对其他同类酒店经营有所助益。
英文摘要：	JXHD hotel is located at the foot of the only 5A scenic spot in Jizhou District, Tianjin. With superior natural resources, JXHD hotel is a large and comprehensive five-star hotel integrating accommodation, catering, conference and entertainment facilities. At the beginning of the preparation, according to its geographical location and supporting facilities, the hotel will be positioned as a conference and resort hotel, which is mainly for conference groups of Beijing and Tianjin companies and individual tourists around the resort. It has been nearly 8 years since the opening of JXHD Hotel in 2012. The operating data (revenue, profit, average daily rate, occupancy, revenue per available room, etc.) has been increasing year by year, but the growth trend has been slowing down. Moreover, with the aging of hotel equipment and the increase of surrounding competitors, the hotel is facing increasing competitive pressure. Especially at the beginning of 2020, the COVID-19 epidemic came down like a "black swan"drop from the sky when people were unprepared, so the hotel national industry was under a lot of pressure. On the basis of the slowdown in tourist growth in 2019 and the impact of the epidemic have seriously hit the holiday market, which was supposed to be a golden week for tourism. JXHD hotel also can not survive, operating instantly into the freezing point.After several months of adjustment, the epidemic situation has been gradually lifted, the holiday market has been gradually restored, there was a small blowout during the May Day holiday, and the hotel business has been gradually eased. However, due to the absence of the conference market, as well as the instability of the individual customer market, JXHD hotel is still under great operating pressure. By using the market marketing related theory of JXHD hotel on systemic analysis of the specific use of PEST analysis method analyzes the external environment and porter five models of JXHD hotel competition environment carried on the thorough analysis, and analyzes the JXHD hotel has advantages and disadvantages, on this basis, using 7 ps theory to evaluate its marketing strategy. Based on the above analysis, the current problems faced by JXHD hotel are found out. Abstract III And to its market segmentation to carry on the new division, and formulate the corresponding market development strategy. In addition, combined with the original business situation, the price, product, channel strategy to optimize. At the same time, put forward the corresponding implementation safeguard measures. Through systematic analysis and application of marketing theory, this paper aims to make JXHD hotel develop new opportunities in the crisis and open new ones in the changing situation. At the same time, also hope to be helpful to other similar hotel business.
查看全文：	预览  下载(下载需要进行登录)