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1、AbstractWiththerapiddevelopmentofChinaeconomy,especiallyinthepast10years,Chinesehotelindustryhasexperiencedfromweaktostrong,fromchaostoregulatethemarket,fromsmalltobigmarket,StarsHotelprocessbythereception,thechangeisamazing.PlayanimportantroleinChinafsec
2、onomicconstruction.Afterenteringtwenty-firstCentury,globalizationandintegrationprocessspeedingup,Chinaeconomycontinuetobegood,thedomesticincomeandlivingstandardscontinuetoimprove,varioustypesoftourismandleisurelifestylehasbeenmoreandmorepeoplechoose,TheSp
3、ringsHotelisinthissituationcameintobeingandhasbeenrecognizedbythemarket.Inrecentyears,(WenQuan)Hotelemergeconstantly,moreandmoreintensecompetitionamonghotels.Totalentshowingitselfinthefiercecompetitioninthemarket,mustmakethehotelmarketingwork:istheuseofho
4、telmarketingstrategy,effectivelyenhancethegainabilityofthehotel,economicbenefits,togaincompetitiveadvantagehotel.ThisstudytakesZhengzhouMongKokHolidayInnasanobject,usetheappropriatemarketing,hotelmarketingtheory,combinedwiththeactualsituationofZhengzhouHo
5、lidayInninMongkok,carriedontheanalysistothehoteltofindasuitablemarketingstrategy,thehotelmarketingstrategy.FirsttotheZhengzhouHolidayInninMongkokstatusareintroduced,themacroenvironmentandmicroenvironmentofthehotelareanalyzed,withthehelpofSWOTanalysisanddi
6、agnosismethodtoestablishthematrixtocarryoutafullrangeofhotel.Secondly,themarketingstrategyofZhengzhouHolidayInninMongkokcantakearestudied,suchasthetargetmarketmarketingstrategy,productstrategy,pricestrategy,channelstrategy,promotionstrategy.Finally,tothem
7、arketingstrategyofZhengzhouHolidayInninMongkokputforwardsuggestionstopromotethehotel,afasterandbetterdevelopment.Keywords:Hotels;TheSpringsHotel;hotelmarketing;marketingstrategy第一章绪论第一节研究的背景、目的及意义1一研究的背景1—•I—I白'J丿总;••••••••••••••••••••••••••••••••••••••••
8、••••••••••••••••.•••••••••••••••••••••••.••••••••••••••••〕第二节研究的主要内容及研究思路2一研究的主要内容2二研究思路3第三节郑州旺角假口酒店基本情况3一酒店概况3二酒店组织结构4三员工情况5第二章郑州旺角假日酒店营销环境分析6第一节郑州旺角假口酒店宏观环境分析6一酒店所在地基本情况6二经济政策环境分析6三地理与生态环境分析8第二节郑州旺角假日酒店微观环境分析10一同行
