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论文编号：	8606
作者编号：	2220140671
上传时间：	2016/11/28 16:50:53
中文题目：	广东雁山酒店营销策略研究
英文题目：	Research on Marking strategy of Guangdong Yanshan Hotel
指导老师：	张永强
中文关键字：	广东雁山酒店;营销策略;SWOT分析;STP
英文关键字：	Guangdong Yanshan Hotel;Marking strategy;SWOT;STP
中文摘要：	案例项目广东雁山酒店的投资初衷即为提升业主房地产项目价值，并非确实具备投资经营酒店的可行性。因此，如何调整营销策略以适应竞争需要，如何发挥优势以取得竞争优势，成为其生存和发展的主要目标。 本文使用SWOT和波特物理模型分析法进行分析。运用STP理论，选择目标市场，重新制定营销策略，应用４Ｐ理论从产品、客户、渠道、人员等角度出发，设计更为理想的营销组合。本文共设６章： 第一章，绪论。介绍论文研究背景及意义，并对论文主要内容及结构进行说明。 第二章，相关理论的回顾。对营销理论、服务营销理论、ＳＴＰ理论、ＳＷＯＴ和波特分析法进行综述。 第三章，雁山酒店的营销状况及SWOT分析。阐释雁山酒店的内部及外部营销环境，并使用SWOT分析法对雁山酒店的市场环境进行分析。 第四章，雁山酒店目标市场及营销策略选择。依照前文的分析，根据ＳＴＰ理论细分市场，确定酒店目标市场，重新对酒店进行市场定位，并以此为依据确定酒店的产品策略、价格策略、渠道和促销策略。 第五章，雁山酒店营销策略实施保障。在确定目标市场和营销策略的前提下，对人员组织、企业文化、市场策略等方面进行管理，以期达到销售目标，并进行效果评估。 第六章，结论。对论文的研究结果进行总结。 通过对雁山酒店特殊个案的分析，希望能为国内类似酒店制定和实施有效的营销策略起到些微借鉴作用。雁山酒店不是宏大的案例项目，虽亦可以解剖麻雀的精神进行深入地探究和分析，但是限于作者学养，必然存在不少粗陋之处，冀望导师、审阅者、读者予以指正。 关键词：广东雁山酒店；营销策略；SWOT分析；STP
英文摘要：	With the rapid development of China's tourism industry, the hotel industry as the first open to the outside world, has been a great opportunity for development. Since the 80s of last century, the international high-end hotel brands to enter China, in recent years, these brand management, investment in hotels accounted for a considerable proportion of China's hotel industry share of profits, with the hotel market is fully open, further intensifying market competition, many domestic hotel Business is difficult, facing a more severe situation. Into the 21st century, after China's accession to the WTO, the hotel industry once again set off a wave of investment, the international brand hotel also accelerated into China's market, leading to the hotel industry's market competition continues to intensify. Guangdong Yanshan Hotel as a new five-star standard hotel, the investment is to enhance the original intention of the value of the real estate projects in the region as the main consideration, rather than the region does have the investment and operation of the hotel's favorable conditions. How to adjust the marketing strategy to adapt to the competition need, how to make use of the advantage to gain the competitive advantage becomes the main goal of the survival and development of such a hotel which has special origins of investment and relatively inferior geographical position and the market cultivation period. Yanshan hotel managers according to advanced marketing theory, and through scientific analysis, to determine the target market and marketing strategy portfolio, and in accordance with the development of marketing strategy to promote the implementation of work to optimize the service process, the implementation of diversification of services. After a series of new marketing strategies, the hotel began to see significant revenue growth in just a few months, with monthly increments of 15% or more, the highest monthly growth rate of 50% month on month, the highest monthly camp Revenue exceeded 5 million (May 2009). The hotel in the fourth quarter of 2008, the basic operation of the flat, reversing the continued loss trend; from January 2009 onwards, the overall access to the rising channel, the annual revenue of 45 million, operating profit of 7.5 million; 2010 continued growth, Annual revenue of 56 million, operating profit of 14 million. At this point, Yanshan Hotel has been in the same market with the regional market competition in the hotel to establish its own market share and solid position. Based on the market environment of Yanshan Hotel, this paper analyzes the macroscopic market environment of the hotel industry and the environment of Yanshan Hotel, and uses SWOT and Porter physical model analysis methods which are commonly used in the marketing strategy to analyze the situation of Yanshan Hotel Analyzed. Secondly, based on STP theory, we choose the right target market and reposition the target market on the basis of STP theory. Based on this, we re-formulate the marketing strategy and apply 4P theory to design the product, customer, channel and personnel. More ideal marketing mix. There are six chapters in this paper: Chapter One Introduction. Introduces the research background and significance, and explains the main content and structure of the paper. Chapter two reviews the related theories. The marketing theory, service marketing theory, STP theory, SWOT and Porter analysis are reviewed. The third chapter, Yanshan hotel marketing situation and SWOT analysis. This paper analyzes the internal and external marketing environment of Yanshan Hotel and analyzes the market environment of Yanshan Hotel by using SWOT analysis method. The fourth chapter, Yanshan hotel target market and marketing strategy choice. According to the above analysis, according to the theory of STP market segmentation, to determine the hotel target market, re-positioning the hotel market, and as a basis for determining the hotel's product strategy, pricing strategy, channels and promotional strategies. The fifth chapter, Yanshan hotel marketing strategy implementation guarantee. Under the premise of determining the target market and marketing strategy, the management of the personnel organization, corporate culture construction, marketing strategy operation of the hotel is carried out in order to achieve the sales target and carry out the effect evaluation. Chapter 6, Conclusion. The results of the paper are summarized. Based on the experience and experience of the author during the work of Yanshan Hotel, combined with the knowledge of the hotel industry and the theory of business management, the author analyzes the marketing environment of YanShan Hotel, and analyzes its internal and external environment. The author puts forward the unique marketing idea, the planning product concept, the design product and the product marketing strategy, and puts forward the marketing strategy of the hotel under special circumstance and circumstance: how to adjust the practical situation according to the local conditions and the right remedy; Product mix, expand sales channels, and better adapt to the market environment and the actual needs of target customers, strengths and weaknesses to the disadvantage into advantage, to obtain the initial success of marketing and management. Hoping for other similar hotels to provide solutions to the problem of reference ideas, which is the significance of this study. This article is based on the actual work experience of the author, detailed study of the competitiveness of Yanshan Hotel, and its marketing strategy, market positioning and implementation of methods to analyze the characteristics of Guangdong Yanshan Hotel from their own characteristics in opening up the market, To deal with the competition to take effective marketing strategies, ideas and programs. Through the analysis of the case of Yanshan Hotel, this paper hopes to make some effective reference for the development and implementation of effective marketing strategies for similar hotels in China. The author understands that Yanshan Hotel is not a grand case project, although it can also dissect the spirit of sparrow to carry out in-depth exploration and analysis, but limited to individual learning deficiencies, there must be a lot of humble, yet to be amended to add And perfection, urge the tutor, reviewers, readers to criticize the correction.
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