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论文编号：	7997
作者编号：	2120132586
上传时间：	2015/12/9 19:36:33
中文题目：	天津丽思卡尔顿酒店顾客忠诚度提升策略研究
英文题目：	Research about Strategies of How to Improve the Tianjin Ritz-Carlton Hotel’s Customer Loyalty
指导老师：	张永强
中文关键字：	天津丽思卡尔顿酒店，顾客忠诚，体验营销，个性化营销，绿色营销，微营销
英文关键字：	Tianjin Ritz-Carlton, customer loyalty, experiential marketing, personalization marketing, green marketing, micro-marketing
中文摘要：	随着天津旅游业的蓬勃发展以及京津冀协同发展所带来的商业机遇，越来越多的国际顶端酒店入驻天津。奢华高端酒店越来越多，而由于较高的市场定位，酒店的消费人群相对狭小。在这种情况下，保留一个忠诚顾客远比发展一个忠诚顾客更加具有现实意义。因此，如何提高顾客忠诚度是每个酒店管理者都要面临的问题。在当前体验经济时代，体验营销通过让客户参与各种形式的企业活动，满足消费者被尊重的心理需求，让他们感觉到公司销售的不仅仅是一种产品，更是一种消费理念和生活方式。体验营销通过创造和提供客户体验来实现顾客满意，进而实现顾客忠诚。为了在竞争中获得优势，酒店不能仅仅依靠原有的标准化服务，而应该在保持原有服务水平的基础上，更多地关注个性化服务，实施个性化营销策略，提高顾客对酒店的依赖度，培养顾客忠诚。建设绿色酒店是为了适应社会可持续发展的需要，实现经济利益、环境利益和消费者利益的协调统一。酒店需要把绿色营销融入酒店理念中，建立酒店绿色文化。互联网的蓬勃发展改变了酒店的营销方式，为酒店提供了新的营销平台。酒店要把握新形势，通过微营销方式提高酒店品牌知名度和顾客忠诚度。本文选取天津丽思卡尔顿酒店作为研究分析的对象，通过对酒店具体营销现状的分析，重点描述了体验营销、个性化营销、绿色营销以及微营销四种新兴营销手段，对酒店营销问题的解决以及对顾客忠诚度的提高有长远意义。
英文摘要：	With the vigorous improvement of the tourism of Tianjin and the business chance created by the cooperative development of Beijing, Tianjin and Hebei, more and more international top hotel settled in Tianjin. Luxurious top hotels are greatly developing, however, because of the higher market positioning, the consumer groups are relatively small. Under this situation, retaining a loyal customer is more realistically meaningful than developing a new one. So, how to improve the loyalty of customers is a problem that every hotel administrator will meet. In an experiential-economy era, customers always have the psychological needs that they can be respected. Experiential marketing satisfies these needs through making customers participating in all kinds of company activities. This way will make customers felling that the company not only sells a product, but also a consumption concept and a life style. Experiential marketing makes customers satisfied through creating and supplying customers’ experience, thus realizes customers loyalty. In order to obtain the advantages in competitions, hotels cannot only rely on originally standard service, but should pay more attention on the personal service on the basis of originally standard service. Hotels should apply personalization marketing strategies, improve the degree of customers’ dependence and cultivate the customer loyalty. Constructing a green hotel is to adapt the needs of sustainable development and realize the cooperative harmonization of economic benefits, environmental benefits and customer benefits. Hotels should make the green marketing into hotel’s ideas and construct the green culture of hotels. The vigorous development of Internet changes hotel’s marketing ways and supply a new marketing platform for hotels. Hotels should grasp the new situation , improve the hotels’ brand popularity and the customers loyalty through a way of micro-marketing. The thesis chooses The Ritz-Carlton of Tianjin as the research object. Through describing the concrete present situation of hotels’ marketing, the thesis mainly analyzes four new marketing strategies—experiential marketing, personal marketing, green marketing and micro-marketing which have long-term meaning in improving customer loyalty.
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