广州圣丰索菲特酒店淡季营销策略研究

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1、广州圣丰索菲特酒店淡季营销策略研究摘要各行各业都有淡旺季，酒店业在淡旺季中的变化更是尤其明显。在酒店业经营过程中,人们普遍把一年中顾客明显较多的时期称为旺季,明显较少的时期称为淡季。淡季存在普遍性，淡季普遍会使各行各业陷入一个困境，而酒店的季节性体现更为严重。在淡季，酒店业普遍裁员来降低成本，减少开灯来节省能源。这些都会对酒店的产品品质以及服务造成一定的伤害。本文主要通过学习和总结专家学者关于酒店淡季营销的相关研究结果，以广州圣丰索菲特酒店为调查对象，找出酒店淡季营销营销策略上存在的不足，并提出解决

2、的对策，能对广州酒店业的淡季营销起到以点带面的作用，使广州的酒店业保持续竞争优势，做到“淡季不淡”。关键词：酒店；淡季；营销策略SOFITELGUANGZHOUSUNRICHOFFSEASONMARKETINGSTRATEGYRESEARCHABSTRACTAllwalkshavepeakandweakseason,thehotelindustrychangeisparticularlyevidentinthepeakandweakseason.Inthecourseofbusinessoftheh

3、otelindustry,itisgenerallythecustomersignificantlymoretimeintheyearcalledthepeakseason,weresubstantiallylessthantheperiodknownastheoff-season.Theoff-seasonexistenceoftheuniversalityoftheoff-seasonallwalksoflifeintoapredicament.Seasonalmanifestationofth

4、ehotelisaserious,widespreadlayoffsintheoff-season,thehotelindustrytoreducecosts,reduceturnonthelightstosaveenergy.Thesewillcausesomeharmtothequalityofproductsandservicesofthehotel.Inthispaper,throughlearningandsummarizethefindingsofexpertsandscholarson

5、themarketingofthehoteloff-season.Atthesametime,IinternshipopportunityforSofitelGuangzhouSunrich.Thestatusofthehoteloff-seasonmarketingtofindouttheshortcomingsofthehotelintheoff-seasonmarketingstrategyandputforwardthecountermeasures.OntheonehandSofitelG

6、uangzhouSunrichoff-seasonmarketingitsownproposals,ontheotherhand,ishopingtoplaytheroleofpointtoanareaoff-seasonmarketingofthehotelindustryinGuangzhou,Guangzhouhotelindustryensuresustainablecompetitiveadvantage,tobe“Isnotshortoff”.Keywords:hospitalityin

7、dustry;off-season;marketingstrategy目录1绪论………………………..……………………………….…………………………11.1研究的目的和意义…………………………………………………………11.2国内外研究的历史、现状和研究目标…………………………………………11.3研究方法………………………………………………………………………………42酒店淡季营销策略相关理论综述…………………………………………….....................52.1酒店淡季的概念……………

8、…………….…………………………………………..52.2酒店淡季营销的概念………………..…………………….………………………..53广州圣丰索菲特酒店淡季营销现状分析………………….…………..………..………....73.1广州圣丰索菲特酒店概况……………………………...………………….…............73.2广州圣丰索菲特酒店淡季营销现状分析…………………..……………………….84广州圣丰索菲特酒店淡季营销存在的问题分析………….………………..…