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时间:2018-12-14
《论成都星级酒店的客源市场定位 酒店管理大学本科毕业论文设计范文模板参考资料》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、XXXX职业学院毕业论文(设计) 略论成都星级酒店的客源市场定位略论成都星级酒店的客源市场定位内容提要:目前,成都星级酒店市场上产品同质化的现象极为严重。这种现象使得星级酒店在竞争中缺乏鲜明独特的个性特征,因而缺少竞争优势,难以适应当今日趋兴旺的个性消费。要改变这种状况,必须高度重视星级酒店的客源市场定位,本略论从星级酒店市场细分、选择目标市场、饭店经营组合策略、确定市场定位等方面谈星级酒店的客源市场定位,以突出其重要意义。关键词:星级酒店客源市场细分目标市场市场定位导语:在星级酒店的客源市场定位上,不是所有的客人都是你的客人。错误的市场定
2、位将导致饭店销售策略的不稳定性,使酒店盲目卷入价格战。特别是卷入团队市场价格战。你需要选择你的客户,来做你的重点,而不是说你要针对所有的客户。但很多星级酒店认为所有的人都是他的潜在客户,但事实上,对于星级酒店来说,有些人永远也不可能成为它的客户。因此,星级酒店做的就是必须找到那些人能成为他们的客户,燃火把重点放在他们身上,把精力集中在这个有选择的群体身上。因此,以这略论的方式来浅谈成都星级酒店的客源市场定位。本文以四大点来分析星级酒店市场细分、选择目标市场、星级酒店经营组合策略、确定市场定位,对成都星级酒店客源市场定位进行了深入的解说。目录
3、内容提要……………………………………………………………………导语····························································································一、星级酒店市场细分·······························································1.1星级酒店市场细分的要求························································1.1.1市
4、场细分的概念···························································1.1.2星级酒店市场细分的具体要求·····································1.2星级酒店市场细分的特点························································1.2.1细分市场必须是可以衡量的···········································1.2.2细分市场必须能达到营销目标·····
5、···································1.2.3各细分市场必须具有一定的规模和潜力·····························二、选择目标市场·········································································2.1估价各细分市场·······································································2.2选择目标市场范围的战略和策略········
6、········································2.2.1目标市场战略···································································2.2.2目标市场策略具体的目标市场策略·······································三、饭店经营组合策略···································································四、确定市场定位···········
7、································································4.1产品的市场位置·········································································4.2市场定位要注意的问题·······························································4.2.1市场定位策略的种类····································
8、·······················4.2.2市场定位策略的步骤市场定位策略的制定要经过以下七个步骤··五、结尾····························
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