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论文编号：	12124
作者编号：	2320180630
上传时间：	2020/12/12 14:08:11
中文题目：	北京四季酒店宴会营销策略研究
英文题目：	The Research On Catering Marketing Strategy Of Four Seasons Beijing
指导老师：	白长虹
中文关键字：	国际品牌；宴会营销；市场竞争；北京四季酒店
英文关键字：	International brands; Banquet marketing; Market competition；Beijing Four Seasons
中文摘要：	中国的酒店行业特别是国际品牌酒店近些年蓬勃发展，国际品牌集团正是看中了中国的经济发展趋势和大量的市场需求，纷纷将集团顶级品牌酒店开在中国，开在北京。良好的发展机遇同时也带来了巨大的挑战，各大国际品牌酒店都有独特的品牌文化和服务理念，在市场中各有优势，但都不可避免的需要面对前所有未有的竞争和对比。精准分析市场，敏锐洞察客户需求，制定行之有效的营销策略对于酒店的发展和盈利显得尤为重要。 本文选择四季酒店集团旗下的北京市朝阳区的北京四季酒店为研究对象，在查阅大量相关文献资料的基础上，应用管理学、市场营销、服务营销等理论知识和酒店经营管理实践内容，对北京四季酒店宴会营销策略现状分析，清晰的了解酒店的市场细分、目标市场定位和选择、优劣势所在，提出现阶段所存在的问题以及优化方案，帮助北京四季酒店未来的发展提供建议。 结论是北京四季酒店宴会营销策略目前存在的问题突出表现在目标市场过于局限，酒店将目标着眼于各类宴会的高端消费群体，造成了酒店宴会厅使用率低，客户单一，缺少多样性消费。酒店宴会产品创新性不足，造成客户流失。销售团队流动性大，当营销主体不稳定时，客户的粘性自然会降低，宴会营销策略有效顺利的实施也会被严重影响。 针对北京四季酒店宴会营销存在的问题提出了针对性的营销策略。在产品策略上，力求多样化产品，个性化服务；在价格策略上，采取市场细分区别定价策略和精准化价格组合策略，给予优惠政策，灵活定价，综合需求报价等；在促销策略上，发起促销活动、制造话题事件来提升酒店影响力，扩大酒店知名度，最大化酒店收益；在渠道策略上，同时加强直接渠道营销和网略渠道营销，多途径的获得客源，成功的提高预定量和消费金额。
英文摘要：	Hotel industry in China, especially international brand hotel, has flourished in recent years. International brand groups are looking at China's economic trends and a large number of market demand have opened the group's top brand hotels in China, opened in Beijing. Good development opportunities also bring great challenges, major international brand hotels have a unique brand culture and service concept. In the market each has its own advantages, but inevitably need to face all the previous unprecedented competition and contrast. Accurate analysis of the market, keen insight into customer needs, the development of effective marketing strategy for the hotel's development and profitability is particularly important. This paper selects four seasons hotel in Chaoyang District of Beijing as the research object on the basis of consulting a large number of relevant literature, apply management, marketing, service marketing and other theoretical knowledge and hotel management practice content, analysis of the current situation of four seasons hotel banquet marketing strategy in Beijing, a clear understanding of the hotel's market segmentation, target market positioning and selection, advantages and disadvantages, put forward the existing problems at this stage and optimization programs to help Beijing Four Seasons hotel future development advice. The conclusion is that the current problems in the Four Seasons Beijing hotel banquet marketing strategy are highlighted in the target market is too limited, the hotel will focus on all kinds of banquet high-end consumer groups, resulting in low hotel banquet hall, single customers, lack of diversity of consumption. Hotel banquet products are not innovative enough, resulting in the loss of customers. Sales team liquidity is large, when the marketing subject is unstable, the customer's stickiness will naturally decrease, the effective and smooth implementation of banquet marketing strategy will also be seriously affected. In view of the problems in Four Seasons Beijing hotel banquet marketing, a targeted marketing strategy is put forward. In product strategy, strive to diversify products, personalized services, in the price strategy, take market segmentation differentiation pricing strategy and precision price combination strategy, give preferential policies, flexible pricing, comprehensive demand quotation, etc., in the promotion strategy, launch promotional activities, manufacturing topic events to enhance hotel influence, expand hotel visibility, maximize hotel revenue, in the channel strategy, while strengthening direct channel marketing and network marketing, multichannel access to customers, and successfully increase the amount of booking and consumption.
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