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论文编号：	7079
作者编号：	2220131013
上传时间：	2014/12/11 12:52:38
中文题目：	西双版纳安娜塔拉度假酒店营销策略研究
英文题目：	The research on The Xishuangbanna Anantara Resort’s Sales & Marketing Strategies Analysis
指导老师：	许晖
中文关键字：	云南度假型酒店 营销策略 服务品质 内部控制
英文关键字：	Yunnan Resort & Hotel Marketing Strategy Service Quality Internal Contro
中文摘要：	随着我国经济的不断发展，以及带薪休假制度的逐渐完善，人们可支配性收入越来越充足，在可支配时间越来越多的前提下，对休闲、度假型产品的需求呈快速上升趋势。度假型酒店作为我国休闲度假旅游的主要组成部分，在我国旅游业中扮演着重要的角色。伴随着人们物质生活水平的提高和生活方式的改变，休闲度假游正日益成为中国旅游业发展的主要趋势，休闲度假游也逐步地取代观光游。据统计，目前全球度假旅游产品已占到现有旅游市场20%以上的份额，并呈逐年上升的趋势。云南，作为中国旅游大省之一，其旅游类型仍停留在以观光游为主的阶段，存在着人均消费偏低、旅游产值经济效益不高等问题。度假型酒店是度假旅游发展的核心要素和重要载体，要实现旅游业从观光型向休闲度假型转变，就必须大力推进度假型酒店的开发和建设。 本文对度假型酒店的营销模式进行了探讨和研究，对度假型酒店的起源和目前云南度假型酒店的发展现状及趋势进行了阐述。以云南丽江和府皇冠假日酒店的营销策略作为成功案例进行介绍。并运用PEST分析法对云南度假酒店的发展环境进行了分析，找出营销中存在的问题。同时，作者作为参与“西双版纳安娜塔拉度假酒店”的筹建者之一，对其现有的市场定位、经营状况进行介绍，并对其营销策略及实施保障提出了自己的一些建议，希望对类似于此项目的其他度假酒店有一定的借鉴和启示作用。 2013年，由于国家出台限制“三公消费”等一系列规定及新旅游法的颁布，一定程度上影响了酒店的经营及发展，大部分酒店经营难以维持。这充分说明我国酒店业受宏观政策影响因素外，主要还是酒店内部市场营销方法单一、手段落后，应变能力较低等营销问题十分突出。因此对度假型酒店的营销策略研究是非常必要的。
英文摘要：	As China’s economic developing, and the improvement of the paid leave system. People need more resort and leisure product. Resort hotels as the main carrier of leisure tourism in China, plays an important role in China's tourism industry. Now people’s life style has been changed a lot, leisure tourism is increasingly becoming the main trend of the world tourism compared to sightseeing tourism. According to statistics, the current global tourism products have accounted for more than 20% of the existing tourist market share, and increasing year after year. Yunnan as the biggest tourism province of China, still remains in the sightseeing stage. The resort hotel is a core element of tourism development and an important carrier, to realize the transition from sightseeing to leisure tourism, we must vigorously promote the construction of resort hotel. In this paper, the concept of resort hotel marketing model is discussed and the detailed investigation and study, the origin and development of resort hotels and the Yunnan resort hotel development present situation has carried on the elaboration. " Lijiang Crow Plaza Hotel’s marketing strategies as the case is introduced, using the PEST analysis method to analyze the development environment of Yunnan Resort Hotel. We are going to find out the problems existing in the marketing. In 2013, due to the national policies and new tourism law, to a certain extent, affected the operation and development of resort hotels, most of the hotel management is difficult to maintain. This fully shows our country resort hotel besides policy influence factors, the market marketing method is single, backward, strain capacity is very low prominence. Therefore, study on the marketing strategy of the resort hotel is very necessary.
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