xxx酒店市场定位及营销策略研究.doc

xxx酒店市场定位及营销策略研究.docXXX酒店市场定位及营销策略研究
摘要
改革开放以来,我国服务业迅猛发展,酒店业作为服务业的重要组成部分,也在迅猛发展中逐渐走向了成熟。尤其是北京地区,截止到2016年,北京地区的酒店数量已经接近10000家,从这个数字上我们不难看出酒店业的竞争相当剧烈。尤其是 2012年以来,中央陆续出台八项规定和六条禁令,在这样的社会大环境下,特别是高星级酒店,遭遇了严重打击。同时也迫使酒店进行自我调整。酒店木身必须要积极应对市场变化,通过对目标市场以及,目标消费者进行信息采集并对数据进行研究分析来对酒店木身的市场定位以及营销策略进行转变。
木文就以MX酒店为研究对象,将营销中的“4P”“4C”理论结合中国和xxx 酒店的实际情况,提出xxx酒店未来市场定位及营销策略的几点展望,万豪酒店前期将木人万豪实习期间工作中以及培训中的所见到所听到的一些关于酒店市场定位以及营销方面的事例进行整合,之后通过研究酒店的现状、市场定位、营销策略以及木人在酒店实习期间所发现的问题进行研宄。通过研宄可以提出更适合xxx酒店的市场定位以及营销策略,帮助万豪酒店提高核心竞争力,充分发挥酒店木身的就是,来弥补酒店木身的劣势,来确保酒店经营战略目标的实现。
关键词:市场定位;营销策略
Abstract
Since the reform and opening up, the service industry has been developing rapidly, and the hotel industry as an important part of the service industry has been gradually maturing in the rapid development. Especially in the area, by 2016, the number of the hotel in the area is close to 10000, from the number it is not hard to see the hotel petition is intense. Especially since 2012, the central paragraph developed eight and six ban,in such a social environment,especially the high star hotel,suffered a severe blow. It also forces hotels to adjust themselves. Hotel itself must actively respond to market changes, through to the target market and target consumer’s information collection and analysis of data for research to market positioning and marketing strategy of the hotel itself. In this paper,the xxx hotel in as the research object,to the ”4 pn marketing ” theory bination with the practical situation of China and the xxx hotel city wall,put forward future market positioning and marketing strategy of xxx hotel city wall,some forecasts the early stage of the xxx hotel will in xxx internship and training work,see hear some examples about the hotel market positioning and marketing integration, after studying the current situation of the hotel,market positioning,marketing strategy and problems found during my internship at the hotel were studying can put forward more suitable for the market positioning and marketing strateg