联系我们

论文查询结果	返回搜索

论文编号：	8694
作者编号：	2120142776
上传时间：	2016/12/7 12:29:00
中文题目：	威利克酒店用品有限公司天津分公司营销战略研究
英文题目：	Research on marketing strategies of Woleco Hotel Amenity Supplies Co., Ltd. Tianjin branch
指导老师：	刘建华
中文关键字：	营销战略;酒店用品;营销策略
英文关键字：	Marketing Strategy; Hotel Amenity Supplies; Marketing and Sales
中文摘要：	近年来随着中国经济的发展与转型，酒店业得到迅猛的发展，威利克酒店用品有限公司作为集团战略合作伙伴也迎来发展的机会，伴随着酒店业的发展获得了急速扩张和销售额的快速增长。威利克酒店用品有限公司天津分公司作为大陆地区唯一分公司，市场前景广阔，但同时也面临一些机遇与挑战。 本文利用营销战略的相关理论，深入地剖析了威利克天津分公司的优势、劣势、机会与威胁，以及竞争环境，根据STP理论，进行市场细分，通过选择目标客户群进行定位，通过对比波特所提出的三种竞争战略，结合天津分公司的实际情况，选择了差异化战略，并制定了确保营销战略实施的策略及保障。 本文的研究思路从回顾相关理论开始，在对我国酒店用品行业的市场规模、区域分布、经营模式、产品分类等方面研究后，通过对威利克酒店用品有限公司天津分公司所处宏观环境、行业环境以及微观环境进行深入分析，对目标市场进行细分与选择，确定其市场定位，结合企业发展实际情况，分别从产品、价格、人员、流程、渠道等方面的提出具体的营销实施策略。 在酒店用品这个竞争异常激烈的行业里，威利克酒店用品有限公司天津分公司只有透彻的分析自身的优劣势，面临的机遇和威胁，在符合集团战略发展的前提下，结合公司内外部环境和中国特有现象制定符合中国市场的营销策略，来突出重围，同时可以为其他类似企业的发展决策提供参考和帮助。 目前在中国，与威利克酒店用品公司营销模式相似的跨国企业越来越多，希望通过本文的分析，可以对相关企业起到借鉴的作用。
英文摘要：	As economic development and transformation of China, the development of hotel industry has made fast grown. Meanwhile Woleco Hotel Amenity Supplies Co., Ltd, as five-star hotel group strategic partners, also got the opportunity of the development. Woleco Hotel Amenity Supplies Co., Ltd Tianjin branch as the only mainland branch, has wide prospect of market, but it also faces some challenges and opportunities. This paper, by using relevant theories of marketing strategy, in-depth analysis of Woleco Hotel Amenity Supplies Co., Ltd Tianjin branch, the strengths, weaknesses, opportunities and threats as well as the competitive environment, according to the STP theory, market segmentation, positioning by selecting the target customer groups, by comparing the Porter proposed three kinds of competitive strategy, combined with the actual situation of Tianjin branch, to choose the differentiation strategy and develop the market strategies to make sure it carry out successfully. Research idea of this article starting from the review of relevant theories, on the size of the market of hotel supplies industry, regional distribution, business model, product categories, etc, by means of the analysis of Woleco Hotel Amenity Supplies Co.,Ltd Tianjin branch macro environment, industry environment and micro environment analysis, to segmentation and target market selection and determine the market positioning. In combination with the practical situation of enterprise development, respectively from the product, price, channels of personnel, processes, put forward specific marketing implementation of strategies. At present in China, more and more multinational companies which similar to our company’s marketing mode launched in China. We hope that the analysis of this paper can play the role of reference to related enterprises which similar to our company marketing mode.
查看全文：	预览  下载(下载需要进行登录)