浅谈我国旅游酒店的营销策略.doc

摘要东北财经大学本科毕业论文浅谈我国旅游酒店的营销策略作者王晓溪学院职业技术学院专业旅游管理年级2010学号2252010205指导教师于成国教授答辩日期成绩Abstract摘要摘要随着经济的发展,以旅游为龙头的服务经济发展迅速,旅游酒店作为服务业中的一个传统而又富有活力的产业得到了空前发展。但在空前的繁荣中,市场竞争也异常激烈,使得一些酒店的经营面临困境。旅游酒店营销策略传统等竞争劣势逐渐显现出来。如何将传统营销理论有效应用于当今饭店服务的实践中,实施顾客关系营销策略,使服务更具个性化,使接待更富人情味应是饭店在新形势下营悄的中心策略。本文通过对旅游酒店现状的分析，找到旅游酒店在营销过程中存在着HYPERLINK\l_Toc17754经营者营销理念不成熟、HYPERLINK\l_Toc32690品牌建设滞后、HYPERLINK\l_Toc22387营销模式传统、HYPERLINK\l_Toc2817营销网络体系不完善等四个方面的问题，并给出HYPERLINK\l_Toc24350转变经营者的营销理念、HYPERLINK\l_Toc26583加强旅游酒店的品牌建设、HYPERLINK\l_Toc18395旅游酒店营销策略等三个方面给出相应的解决对策。关键词：旅游酒店营销策略AbstractWiththedevelopmentofeconomy,thetourismastheleaderoftheservicetherapideconomicdevelopment,tourismhotelintheserviceasatraditionalandfullofvitalityoftheindustrygotunprecedenteddevelopment.Butinanunprecedentedprosperity,themarketcompetitionisfierce,makesomehotelmanagementintrouble.Tourismhotelmarketingstrategiessuchastraditionalcompetitivedisadvantageappearedgradually.Howwillthetraditionalmarketingtheoryinthehotelserviceeffectiveapplicationofpractice,implementationofcustomerrelationshipmarketingstrategy,makemorepersonalizedservice,toaccommodatemorerichhumanshouldbehotelinthenewsituation,thecenterofthecampsadstrategy.Inthemarketingprocess,theanalysisofthestatusquooftourismhotel,findtouristhotelthereistheimmaturityofthemarketingconceptoftheoperators,brandbuildinglag,thetraditionofmarketingmodel,thefouraspectsofthemarketingnetworksystemisimperfect,andgivestochangetheirmanagementbythemarketingconceptofbrandbuildingtostrengthenthetouristhotel,touristhotelmarketingstrategiestogivethecorrespondingcountermeasures.Keywords:Tourismhotel;Relationshipmarketing;Serviceeconomy目录TOC\o"1-3"\h\u