wl酒店营销策略分析

《wl酒店营销策略分析》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、ABSTRACTWLHOTELMARKETINGSTRATEGYRESEARCHABSTRACTTheresearchonHotelmarketingstrategyhasalwaysbeenahotresearcharea.Astimesgoesby, especiallyatpresentgovernmenteightregulationsputsforwardsrequirementtoeliminatewasteof publicfunds.Withthesharpdeclineinpubli

2、cconsumption,accommodationandcateringwillshowa downwardtrendinthelongerterm.Withtheprogressofsociety,peoplegraduallyincreaseawareness ofextravaganceconstraints.People’sawarenessofrationalconsumptionisimprovinggradually. People’ssocialconsumptionviewisch

3、angingfromfacetoeconomicalconsumption.Civilized consumption,healthydiet,moderateconsumption,doggiebagsandothercivilizedconsumption concepthasbeenwidelyaccepted.TheinfluenceofInternetisbeingmoreobviousonhotelindustry. Differenthotelsinthemarketingdilemma

4、,problemdiagnosisormarketingstrategyareboth similaritiesanddifferences.AsaNanYangmiddlesizehotelinZhengzhou,WLhotelchargeswith internalreceptionandexternalearnings,meanwhilehasgeneraloperationalissues.Thepaperusesinterviews,literaturesearchesandotherres

5、earchmethods.Theresearchwillbe relevanttheoryandpracticesasastartingpointtoanalysisthemarketingenvironment.Itexplainsthe currentmarketingsituationandexistingproblemsinWLhotel.Theresearchalsoanalysesdirectand indirectcausesofmarketingproblemsandevenexplo

6、resthedeeperreasons.Researchresultssuggest thatWLhotelshouldenhanceinnovationonproduct,service,channel,promotion,networksales,and eventuallyisinadominantpositioninthehotelindustry.KEYWORDS:WLhotel;PESTanalysis;STPstrategyanalysisIII目录目录摘要...............

7、..........................................................................................................................................I ABSTRACT.........................................................................................................

8、...................................III 1绪论.......................................................................................................................................................1 1.1分析背景与意义........................