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1、上海汉庭酒店营销策略分析摘要：随着中国的改革开放和经济快速发展的不断深入，人民生活水平不断提高的同时，旅游业也得到了持续改善，也催生了一个服务行业，酒店业作为支柱产业，中国酒店业的迅速发展正面临着前所未有的发展机遇，如何使酒店，在经济全球化的今天天，能够满足消费者日益多样化的客户个性化需求，并在各国参加国际知名酒店的竞争，需要有效的营销管理的酒店：如何指导下的新的营销理念和新的营销工具，朝着更高级别的酒店，是一个值得每个酒店经理考虑的重要问题。从 1978 年发展到今天超过 14,000 星级酒店。经过近十年的发展高峰期，酒店业正进入一个成熟阶段，适应新的市场需求。在广泛的市场需求的新格式下经
2、济型酒店红红火火的发展起来，并且也迎来了新的机遇和挑战。下一轮的发展的目标就是规模和品牌，这也是经济型酒店品牌发展的必然趋势，也是竞争的法宝。因此，在下一轮竞争中，与合适的产品，以确定一个合理的价格，服务营销的发展，整合营销渠道，有效的沟通，价值传递给消费者，在竞争中取胜的必要条件。准确定位目标市场，并抓住点播系统，由于在营销策略上的差异，是成功的关键。关键词：上海；汉庭；酒店营销；策略Abstract: With Chinas reform and opening up and rapid economic development in the deepening of peoples li
3、ving standards continue to improve at the same time, tourism has also been a continuous improvement, has also spawned a service industry, the hotel industry as a pillar industry, Chinas hotel industry is rapidlydevelopment is faced with unprecedented opportunities for development, how to make the ho
4、tel, in the days of economic globalization today, to meet the increasingly diverse consumer customers demand, and countries to participate in the internationally renowned hotel competition, the need for effective marketing managementHotels: the new marketing concepts and how to guide a new marketing
5、 tool, toward a higher level of the hotel, is a worthy of the important issues to consider in each hotel manager.Development from 1978 to today, more than 14,000 star hotel. After nearly a decade of development of the peak, the hotel industry is entering a mature stage, to adapt to new market demand
6、s. Development of budget hotels under the new format in a wide range of market demand is booming, and ushered in new opportunities and challenges. Development objectives for the next round is the size and brand, which is the inevitable trend of economic development of hotel brands, the competition i
7、s also a magic weapon. So, the next round of competition, with the right product, to determine a reasonable price, service marketing, integrated marketing channels, effective communication, the value passed to consumers, a necessary condition for win in the competition. Accurate positioning of the t
8、arget market, and seize the on-demand system, due to differences in the marketing strategy is the key to success.Keywords: Shanghai; Hanting; hotel marketing; strategy目录1 前言 .22 我国经济型酒店的发展历程以及改善 .32.1 中国酒店行业的发展历史 .32.2 汉庭酒店的发展历程 .33 汉庭快捷酒店环境分析 .43.1 汉庭酒店的营销环境 .43.2 汉庭酒店的营销环境分析 .53.2.1 快捷酒店的宏观环境分析 .53.2.2.快捷酒店的微观环境分析 .53.3 汉庭酒店的营销策略 .63.3.4 形状良好的社会形象的驿站 .74 酒店的营销策略原则 .74.3 营销策略的步骤 .84.4 基本取向 .85 酒店在策略营销中存在的问题 .95.1 服务产品策略问题 .95.2、关系营销策略问题 .105.3 定位策略问题 .106 汉庭快捷酒店营销策略改进措施 .116.1 服务营销 .116.2 产品战略 .117 汉庭酒店的营销策略创新 .127.1 数据库营销 .
