毕业论文--经济型酒店的市场营销策略分析.doc

摘要 随着我国旅游市场日益成熟，旅游交通条件的大力改善，国内旅游业高速、持续发展，并呈上升趋势,为经济型酒店的发展带来了巨大的商机.国内外一些著名的连锁品牌经济型酒店纷纷在全国各地崛起,并且效益良好,从而引发了一轮经济型酒店的投资热潮.在竞争日益激烈的酒店发展过程中,酒家也面临着巨大的竞争压力.进行适合的营销已经成为酒店成败的关键.为此本文分析来了我国经济型酒店的产生背景,概念以及特点,探讨了我姑经济型酒店的营销现状和在营销中存在的问题.并在此基础上归纳出经济型酒店的营销策略,以及可以采纳的一些措施,希望对经济型酒店的经营管理能带来一定的帮助. 关键字：经济型酒店；网络营销；营销策略 Abstract Under the big background of China’s rapid development in the tourism industry, the development of budget hotel fills with tremendous opportunities. Some famous brands of chain budget hotels at home and abroad explore their market in such regions as the Yangtze Delta one after another and have made great achievements, which has led to a new round of upsurge investment in budget hotels. In this process, working out the suitable marketing strategy is the key to success, and Home Inn, has done quite outstanding. In this paper, the background, concept and features of budget hotels have been analyzed, the marketing situation of the budget hotels and the 4Ps combinations of the marketing strategy of the budget hotels has been summed up. The writer also tries to find which choice can be taken and which experience can be absorbed in the marketing strategy of budget hotels, hoping to be helpful in the management of the budget hotels.Key words: budget hotel；Internet Marketing；Marketing Strategy目录 一、经济型酒店的内涵、发展概况…………………………………………………………………………………………………………………..1 （二）经济型酒店的特征………………………………………………………………1 二、我国经济型酒店的SWOT分析……………………………………………………...2 （一）我国经济型酒店的优势…………………………………………………………2 1、成本优势……………………………………………………………………………………………2、价格优势……………………………………………………………………………………………3、客户关系管理的优势………………………………………………………………………………观念优势………………………………………………………………………………………………………………………………………………………2 1、管理专业化水平不高………………………………………………………………………………价格竞争混乱………………………………………………………………………………………认识混乱……………………………………………………………………………………………缺乏酒店品牌…………………………………………………………………………………………………………………………………………………………3 1、国内市场带来的新机遇……………………………………………………………………………国际市场带来的新机遇……………………………………………………………………………酒店供给结构不合理带来的机遇……………………………………………