万豪集团的市场细分 和 目标市场定位 (英国硕士论文)

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1、MarketingManagementTheMarketSegmentationandPositioningStrategiesofMarriotHotelSupervisor:Dr.LeeQuinnCOSUMERMARKEINGMANAGEMENTSCHOOLUNIVERSITYOFLIVERPOOLContent1.Introduction32.Background43.SegmentationCriteriaofHotelIndustryandMarriott73.1SegmentationCriteriaofHo

2、telIndustry73.2SegmentationStrategyofMarriott94.MarriottanditsSpringHill124.1BasicInformationofSpringHill124.2PositioningstrategyofSpringHill135.Conclusion156.References167.Appendixes18Appendix118Appendix220Appendix3211.IntroductionThebenefitsofmarketsegmentation

3、arewidelyrecognizedbypractitionersandscholars.(Dibb,2001)ThearticlemainlyevaluatesthemarketsegmentationandpositioningstrategiesoftheMarriotthotelgroupbyusingcasestudystrategies.Also,thearticlecomparesthemarketingsegmentationofdifferenthotelsbrands,suchasHilton,Fo

4、urSeasonandAccor.ThisarticleisaimedtoprovidescholarsandpractitionerswithvaluableinformationaboutMarriottanditssubordinatebrand.Inordertoreachthegoal,tostartwith,researchershavetousecasestudystrategiestofinddataandinformationonMarriottanditscompetitors.Then,resear

5、chersshouldrefinesomevaluableresultoftheresearch.Finally,analyzetheresultofthestudyanddrawaconclusion.1.BackgroundMarriotthotelwasfoundedin1927anditisoneofthemostwell-knownhotelgroupsovertheworld.AfterthefirstMarriotthotelopenedin1957,thehoteldevelopedreallyfasti

6、nthefollowingyears.Infacts,MarriottisonlyfocusonuppermarketuntilitsfirstCourtyardlaunchedinthemarket.Courtyardsbecomepopularandleadedthemarketinaquiteshorttimebecauseitmetthedemandsofitstargetcustomers-businesstravelers.Until2012,Marriotowns18differenthotelbrands

7、in72countries,whichtargetdifferenttypesoftravelers,includebusinessman,familiesandbudgettravelers.ThemostcommonbrandsofMarriotinclude:·Ritz-Carlton·JWMarriott·MarriottHotels&Resorts·Renaissance·AutographCollection·MarriottVacationClub·MarriottConferenceCenters·Cou

8、rtyard·ACHotels·SpringHillSuites·ResidenceInn·FairfieldInn·TownePlaceAccordingtoMKGConsultingDatabase(2006),Marriotisthethirdmostinfluentialhotelgroupintheworl