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论文编号：	9887
作者编号：	2220150586
上传时间：	2018/5/23 15:19:29
中文题目：	东方美高美国际酒店市场营销战略研究
英文题目：	Study on Beijing Orient MGM International Hotel Sales & Marketing Strategy
指导老师：	张永强
中文关键字：	营销战略管理；市场定位战略；STP；差异化营销管理；服务营销战略
英文关键字：	Sales Strategies Management；Market Positioning Strategies；STP；Differentiated Marketing Strategies Management；Service Management
中文摘要：	随着中国的经济与旅游业的快速蓬勃发展，人民生活水平的不断提高,以及迅速崛起的旅游业吸引着世界各地的目光，我国在酒店行业迎来了相当大的发展时机，各类型酒店已经成为了我国酒店业发展的趋势和投资热点,于此同时市场竞争也日益激烈。如此难得的挑战和机遇，要想在竞争中获得优势，必定要制定符合酒店的经营管理策略及发展营销战略，才能够抓住机遇。本文是通过分析与研究，采用了差异化营销战略的方式使东方美高美国际酒店在同行业酒店竞争中取得巨大的有利优势。通过经营实践得以证明了，本文采用了差异化营销的战略是正确的方法，洽洽也符合了东方美高美国际酒店在经营管理与发展的需要。 通过检索，在目前关于酒店的管理与营销文献中，绝大部分文献是开展研究酒店行业的管理营销与服务，然而在对企业及具体酒店营销战略方面的研究文献却是相对较少。本文在如何开展差异化的营销战略方面提供了理论和策略参考、探讨与借鉴价值，为同行业的其它酒店在经营发展方面提供了发展思路及研究方向。针对本酒店在经营发展的状况和存在的问题方面，重点进行了以下研究： 国际上和国内的酒店行业间的市场环境、北京市的酒店行业经营状况和竞争态势分析和评述，确定了采用差异化的营销战略是东方美高美国际酒店获得竞争优势最为有利的选择。运用SWOT分析对酒店所面临的机会和威胁、自身的优势和劣势进行分析，借助了服务质量差距模型具体分析了东方美高美国际酒店在服务质量差距原因和对策，借助服务营销的三角形和服务营销的理论，提出了东方美高美国际酒店服务营销战略实施方案：促进酒店产品的特色与差异化、促销策略的多样化和服务个性化及有型化相结合的状况。通过对本文的分析与研究，使东方美高美国际酒店在今后的发展规划提出了相应对策和建议。通过差异化的营销战略规划实施之后，让东方美高美国际酒店达到在竞争中取得明显优势，经营中获得良好收益，顾客中获得更多好评，社会上获得比比赞誉。
英文摘要：	Referring to the current rapid growth of China’s economy where the hospitality industry like many other industries benefits tremendously from it, opportunities that arise brought together huge competition. Having said that, it is important to set up a marketing system with relevant strategies suitable for the hotel property in order to spot opportunities that may become available and to overcome business competition that comes with it. The thesis hereunder will identify its analysis with research, the Orient MGM Hotel has emphasized very much about focusing on “Differentiated Marketing Strategies” which becomes beneficial to the hotel future business handling as a conclusion. Literature and research document that are available today are mainly focused on studies of management, sales & marketing and service management on the ideal industry. However, there were not much focusing on a particular enterprise or company based on its nature. This article is written based on the research and studies specifically on the nature of Orient MGM International Hotel which may provide other hotels or resorts both theories and examples as guidelines and as references which might become resourceful when future hotels and resorts require to plan for running their business properly. Analysis and comment given concerning the business environment and competitiveness of the hospitality industries globally, China nationwide and Beijing City. By considering Orient MGM International Hotel’s business mix, market share and competitor’s condition, the hotel has focused its planning and execution by the use of “Differentiated Marketing Strategies” to identify its needs for setting various goals and targets. Thereafter, other marketing tools are used to enable the hotel to set relevant and accurate business targets. By the use of SWOT and PEST analysis, it helps to set the hotel’s directions and by spotting out any challenges that may be available, the hotel has produced a series of strategies based on “Differentiated Marketing Strategies” theories and its unique in products, pricing strategies, management systems and service management elements. Whereby using “Differentiated Service Management” to identifying the cause of irregularity on service rendering and its rectification methods. By doing so, with the help from the theory of “Service Sales Management”, to plan a relevant service sales system suitable for the hotel’s differentiation on its products, uniqueness, dimensional sales strategies, unique butler service to satisfy the hotel’s need for providing a kind of unique service with good standard. Based on the research from this thesis, it provides Orient MGM International Hotel with directions and suggestions for the hotel’s future development planning which shall enable the hotel to operates and does its business better than other competitors where not only a good level of profit margin shall be obtained, but with good recognition from its clientele and the public.
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