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论文编号：	4572
作者编号：	2220091816
上传时间：	2012/9/18 14:55:48
中文题目：	恒益半岛酒店经营战略研究
英文题目：	Research on the Business Strategy of the GFE Peninsula Hotel
指导老师：	张永强
中文关键字：	关键词：恒益半岛 酒店营销 营销战略
英文关键字：	Key words：GFE Peninsula Hotel, Hotel Positioning. Marketing Strategy
中文摘要：	随着成为现代化国际大都市的地位将进一步加强，天津作为中国北方地区直辖市，利用外资总和仅次于北京、深圳、广东、上海而居第五位，滨海新区的成立，成为目前中国最具发展潜力的新区之一。滨海新区开发不断深入辐射天津市，众多企业纷纷来天津投资设点。天津市是一个北部重要直辖市将北京与天津连为一体，天津及邻近的地区有着丰富的客源，随着滨海新区的开发，天津交易会会场的落成，中部快速干线的建设，京津快速线的通车，都为天津市带来了无限商机，同时也给天津市的服务行业带来了源源不断的客源。为了充分利用天津市的旅游资源和发挥旅游效益，促进天津市旅游业的发展，在天津市委、区政府的大力支持下，由天津恒益投资集团有限公司投资收购天津百货大楼新厦改建为一座五星级酒店、甲级写字楼及高档及娱乐餐饮会所等相关产业，这些产业发展起来之后将会与现有的卖场形成互动，进而发展成为天津市又一处集住宿、餐饮、娱乐休闲和购物于一体的大型综合性高档商业建筑。本文以恒益半岛酒店为研究对象，深入探讨其营销战略的选择和实施问题。论文主体部分由四个章节构成：我国酒店行业建设与发展趋势、恒益半岛酒店项目概述、恒益半岛酒店营销环境分析、恒益半岛酒店的营销战略。论文通过对恒益半岛酒店的内外部环境分析，构建其商业经营的市场营销战略，从而指导企业在恒怡半岛酒店项目中的投资和运营实务。此外，论文通过对恒益半岛酒店项目的案例分析，深入剖析了我国酒店产业的经营现状、发展趋势以及现存的主要问题，为酒店产业内其他企业的市场研究提供具有参考价值的研究结论。
英文摘要：	As into a modern international metropolis position will further strengthen, Tianjin as in north China and municipalities directly under the central government, use of foreign capital sum after Beijing, Shenzhen, Guangdong, Shanghai in the fifth, the Binhai new area of was founded and became the present China most potential one of the new city. Further development of Binhai new area of Tianjin radiation, many enterprises come to Tianjin investment is prohibited. Tianjin is a important municipality directly under the north will Beijing and Tianjin is an organic whole repeatedly, Tianjin and adjacent area has a rich tourists, along with the development of Binhai new area, the completion of the Tianjin fair in the middle, the main lines of rapid construction, Tianjin high-speed line open to traffic, all for Tianjin brought the unlimited business opportunities, but also to the Tianjin service industry has brought the constant flow of tourists. In order to make full use of Tianjin tourism resources and make use of tourism benefit, and to promote the development of Tianjin tourism, in Tianjin municipal party committee and the district government support, the constant by Tianjin: investment group Co., LTD. Tianjin department store building XinSha investment purchase converted into a five-star hotel, grade a office and high-grade and entertainment dining clubs, and other relevant industries, these industrial development is up and will be with the existing stores form interaction, and then developed into Tianjin and a place of accommodation, catering, entertainment and leisure and shopping in a large comprehensive high-grade commercial building. This paper is to constant profit peninsula hotel as the research object, and further discussed the marketing strategy choice and implementation issues. The main body of the paper is divided for four chapters, which are the hotel industry in our country the construction and the development trend, and constant profit peninsula hotel description of project, constant profit peninsula hotel marketing environment analysis and constant profit peninsula hotel marketing strategy. Through constant profit peninsula to paper hotel internal and external environments of analysis, build their trade marketing strategy, so as to guide enterprises in satisfying peninsula hotel projects of constant investment and operation practice. Furthermore, the constant profit peninsula hotel project of the case analysis, this paper explores the hotel industry in our country current situation of management, development trends and the existing main problems for the hotel industry in the other enterprise market research to provide a reference for the study concluded.
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