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论文编号：	2413
作者编号：	2220090902
上传时间：	2010/6/10 11:13:15
中文题目：	愉园温泉度假村营销策略研究
英文题目：	愉园温泉度假村营销策略研究
指导老师：	韩德昌
中文关键字：	关键词： 愉园度假村 酒店定位 服务营销 营销策略
英文关键字：	Key words: Yuyuan Holiday Resort, hotel orientation, service marketing, marketing strategy
中文摘要：	随着中国经济的迅猛发展，国内酒店业的不断兴起，人们在旅游、商务、会议活动中对酒店的选择越来越细，为了满足不同层次客户的消费需求，各类超级酒店、高级酒店、商务酒店、快捷酒店、公寓式酒店、会议型酒店应运而生。如何在激烈的市场竞争中找准目标客户，进行合理定位，实施有效营销，成为酒店管理者迫切需要解决的问题。本文通过对愉园温泉度假村的案例分析，较为详细地阐述了会议型酒店的营销管理理念和营销策略的实施，或许能为同类酒店的管理者提供一点借鉴。 愉园温泉度假村是一家国有酒店，经过十几年的经营探索，酒店由建店之初的以企业内部接待为主，逐步经历了由度假型酒店向度假会议型酒店的转变，在这个转变过程中，愉园温泉度假村对企业自身的定位进行了重新思考，认为解决酒店生存和发展的根本出路在于针对酒店的现状，分析市场环境，进行合理定位，并根据酒店的发展战略选择适合酒店发展的营销策略，采取有效的营销手段，实施科学的营销策略。目的就是通过产品营销和服务营销，提升酒店的核心竞争力，提高酒店的经营效率，实现酒店利益和员工利益的最大化，从而树立酒店的良好形象，打造成功的酒店品牌。本文以市场营销管理的基本理论，结合愉园温泉度假村的实际情况，按照分析、判断、选择、实施的研究思路，对会议型酒店的营销管理和策略实施进行了全面论述。 文章共分五大部分：第一章，酒店业现状及发展趋势。概述了国内酒店业的发展状况；第二章，介绍了愉园温泉度假村的整体情况和营销环境，并进行了SWOT分析；第三章，愉园的市场定位。从定位的概念、意义、方法三方面进行了理论叙述，并介绍了愉园定位的依据和内涵，探索了愉园的战略思考；第四章，愉园营销策略的选择。分别从酒店营销策略选择的原则、酒店营销及酒店产品、服务产品策略、、愉园的营销组合策略等几方面进行了详细阐述；第五章，愉园营销策略的实施。围绕愉园的营销观念、营销管理重点及实施对策进行了深入的分析和解读。
英文摘要：	With the rapid development of China’s economy and the springing up of domestic hotels, people begin to have a more and more careful selection of hotels in travel, business and meetings. For the purpose of catering to the consumption demand of customers of different levels, super hotel, high-class hotel, business hotel, express hotel, apartment hotel, convention hotel are coming with the tide of fashion. How to find out the target customer in the fierce market competition, carry out reasonable orientation, and implement effective marketing has become the issue that the hotel manager needs to solve urgently. This paper, through analyzing the case of Yuyuan Hotspring Holiday Resort, elaborates the implementation of marketing management concept and marketing strategy of convention hotel, which will probably provide some reference for hotel managers of the same type. As a State owned hotel, the Yuyuan Hotspring Holiday Resort, through over ten years of management and exploration, the hotel took internal reception for enterprises as its main business from its establishment, and then it began to change into a resort convention hotel from a resort hotel. During this transformation, Yuyuan Hotspring Holiday Resort re-thinks its orientation as an enterprise. It believes that the fundamental approach for solving the survival and development of hotel is, via targeting at the current condition of the hotel, to analyze the market environment, conduct reasonable orientation, choose marketing strategy suitable for the development of hotel according to the hotel’s development strategy, take effective marketing measure and implement scientific marketing strategy. It aims at, through product marketing and service marketing, upgrading the core competitiveness of hotel and increasing the management efficiency of hotel, achieve the maximum profit for the hotel and employee, and thus set up a good image for the hotel and create a successful brand for the hotel. This paper adopts the basic theories of marketing management and combines the actual situation of Yuyuan Hotspring Holiday Resort, carry out an all-around elaboration on the marketing management and strategy of hotel subject to such study thinking as analysis, judgment, selection and implementation. This paper is divided into five parts. The first chapter is mainly about the current situation and development trend of hotel. It outlines the development of the domestic hotel. Chapter two introduces the overall condition and marketing environment of Yuyuan Hotspring Holiday Resort and conducts the SWOT analysis. Chapter three introduces the market orientation of Yuyuan. It carries out theoretical elaboration from the concept, significance and approach of the orientation. It also introduces the basis and connotation of the orientation of Yuyuan and explores the strategic thinking of Yuyuan. Chapter four is mainly about the selection of marketing strategy of Yuyuan. It elaborates separately on such aspects as selection of hotel marketing strategy, hotel marketing, hotel product, service product strategy and the marketing combination strategy of Yuyuan. Chapter five introduces the implementation of marketing strategy of Yuyuan. It carries out deep analysis and unscrambling of the marketing concept, key points of marketing management and implementation strategy of Yuyuan.
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