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东方酒店服务营销策略研究

作　者: 刘晓杰
导　师: 王明征
学　校: 大连理工大学
专　业: 工商管理
关键词: Service marketing Strategy Service recovery Stargrade hotel
分类号: F719
类　型: 硕士论文
年　份: 2011年
下　载: 642次
引　用: 2次
阅　读: 论文下载

内容摘要

At present with the increasingly fierce competition environment and the hotel marketing concept of keeping pace with the times will make hotel service marketing theory and practice very essential and quite important.This thesis regards Dalian East Hotel as research object. East Hotel is a state-owned four-star tobacco companies for foreign business hotel invested by China national tobacco company, China cigarette sales company, Dalian tobacco companies, Hong Kong TL internet economic and trade Co., LTD. With extremely competitive economic environment, East Hotel faces enormous competitive pressure, showing a series of problems. Hotel rooms rental seriously insufficient. But it also has some great value market opportunities. Based on the service marketing theory as the guide, combining the actual situation of Oriental hotel, In product strategy, service process strategy, customer relationship management strategy and brand marketing strategies give analysis and implementing measures.This article through experience and observation, field visit, with various channels widely collect related material, from hotel industry development present situation of the reference for the environment and thereby, according to the actual situation of East Hotel with the internal and external environment analysis based SWOT thought makes re-positioning. And with the service marketing theory, analyzes the service marketing strategy of East Hotel and in the light of the problems of East Hotel puts forward the suggestion to step for future marketing strategy.

全文目录

Abstract  4-7
1 绪论  7-14
  1.1 选题背景与意义  7-8
  1.2 研究的思路、方法和结构  8-9
  1.3 酒店服务营销概述  9-14
    1.3.1 服务及其特性  9-11
    1.3.2 服务营销组合  11-12
    1.3.3 酒店市场细分方法  12-14
2 我国酒店业以及东方酒店现状分析  14-28
  2.1 我国酒店行业的发展历史和现状  14-15
  2.2 我国酒店行业的发展趋势  15-19
    2.2.1 酒店发展的低碳化趋势  15-16
    2.2.2 酒店发展的网络智能化趋势  16-17
    2.2.3 酒店发展的主题化趋势  17-18
    2.2.4 酒店发展的行业趋同趋势  18-19
  2.3 东方酒店概况  19-20
    2.3.1 东方酒店基本情况  19
    2.3.2 东方酒店文化及经营理念  19-20
  2.4 东方酒店内外部环境SWOT分析  20-25
    2.4.1 外部环境OT分析  20-23
    2.4.2 内部条件SW分析  23-25
  2.5 东方酒店目前存在的问题  25-28
3 东方酒店目标市场营销与定位  28-31
  3.1 东方酒店市场细分  28
  3.2 东方酒店现在的目标市场及其评价  28-29
  3.3 东方酒店市场定位及目标市场新选择  29-31
    3.3.1 东方酒店市场定位  29
    3.3.2 东方酒店目标市场选择  29-31
4 东方酒店服务营销策略之提出  31-36
  4.1 基于服务理念的转变策略  31-32
    4.1.1 充分认识顾客需求  31-32
    4.1.2 充分认识文化的影响  32
  4.2 基于市场变化应对的策略  32-34
    4.2.1 产品策略  32-33
    4.2.2 服务过程策略  33-34
  4.3 基于营销改善的策略  34
    4.3.1 内部营销策略  34
    4.3.2 顾客关系营销策略  34
  4.4 品牌策略  34-36
5 东方酒店服务营销策略之实施  36-44
  5.1 服务理念转变与提升教育之实施  36
  5.2 产品策略实施  36-38
  5.3 服务过程策略实施  38-41
  5.4 内部营销策略实施  41
  5.5 顾客关系营销策略实施  41-42
  5.6 品牌实施  42-44
结论  44-46
参考文献  46-47
致谢  47-48

东方酒店服务营销策略研究

内容摘要

全文目录

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