川蜀园大酒店市场营销战略研究

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1、西南交通大学硕士学位论文川蜀园大酒店市场营销战略研究姓名：吕明玉申请学位级别：硕士专业：工商管理指导教师：杨季美20071101西南交通大学硕士研究生学位论文第1I页AbstractWiththedevelopmentofournationaleconomyandimprovementoflivi—ngStandardsofthepeople，thedemandofbothnationaltourismandcorn·mortpeople’srecreationisobviouslygrowing．Thischangehasbroughtthegreatchancetothedevelo

2、pmentofserviceindustries，especiallyhotelin—dustry，theservicetradeoffoodandbeverage，andrecreationentertainmentindustry．Theydeveloprapidlyandmakethemarketcompetitionunusuall·Yfierce．Facingtheincreasinglybroadermarketchanceandfiercermarketcompetitioninthegrowinganddemandinginternaltourismandnational

3、recreationentertainment，howthesmall-scaleprivatehotels，asanimportantcomponentofthehotelindustryutilizethischanceeffectivelytoachieveallratherunassailablepositionhasalreadybecomeallimportantsubjectintheresearchofenterprisemarketing．ThisarticlecarriesonastrategicresearchofthemarketingabouttheChuanS

4、huYuanHotel．Accordingtocharacteristicsofhotelindustryandthemarketmacroeconomicenvironment，thisthesisproposesthemarketingstrategicobjectivesoftheChuanShuYuanHotelbasedonitscurrentma-nagementsituation，existingproblemsandmarketcompetitiveenvironment．ThecrucialSWOTwasadoptedinthewholeresearchtoanalyz

5、etheChua-nShuYuanHotel’Sstrengths，weakness，opportunitiesaswellasthreats．Toexplorefurther，afteranalyzingthemethodaggregateofthestrategicobjectivementionedabovethroughsystematicanalyzingmethods，thethesisputsthroughthetotalcostleadershipstrategy,productsdifferencestrategy,relationmarketingstrategy,a

6、ndbrandmarketingstrategy．Moreover，itgiv-esforwardrelevantsuggestionsoneachimplementation．ConcerningboththeactualsituationandcapabilityoftheChuanShuYuanHotel，thismarketenvironmentanddemandorientatedthesishasexp—loredthemarketmarketingstrategiesandmarketingstrategymanagementof西南交通大学硕士研究生学位论文第1

7、I页sm

8、all-scaleprivatehotels，whichCallsetthereferenceofthemarketingworkofthesehotelsinChina．IKeywords】Hotel，SocialHotel，Marketing，Strategy西南交通大学学位论文版权使用授权书本学位论文作者完全了解学校有关保留、使用学位论文的规定，同意学校保留并向国家有关部门或机构送交论文的复印件和电子版，允许论文被查阅和借阅。