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1、目录一、酒店营销定义5二、现代酒店营销特点5三、现代酒店营销存在的主要问题及解决对策5四、现代酒店营销的十大法则9摘要酒店业已全面进入战国时代,群雄逐鹿,狼烟四起,外销内合手段频出。酒店资本的专用性又非常之高,且不谈政策、市场之高森壁垒,酒店无法选择若是退出经营后,到底是有家财万贯,拆了重修呢?还是整整容后做写字楼,去面对无数林立的后起之秀?那么华山就一条路可走:破釜沉舟,背水一战。背水,以何为守?一战,以何为战?是各路英雄好汉挥舞价格大棒,拼个你死我活?这就看谁家底子厚实,杀敌一万,自折也是八千,打破价格体系后,谁的锅里都没有肉吃。或者就拿血
2、本来大搞装修,弄个六星级的硬件,必是宾客盈门,可改造六星级的几亿投资着落在哪里?就算成了,不怕别人砸锅卖铁来比下去?单是硬件的攀比,可能就富了建筑商和银行,末了酒店再背上几亿的债,猴年马月总有还清时。如果以上种种不可行,那么以何为守何为战呢?窃以为,以内合为守,以外销为战。所谓内合,以人(员工)为本,深度发掘酒店服务的个性和人性,资源优化整合;所谓外销,同样是以人(顾客)为本,专业化细分市场,制定科学的营销策略,有针对性地开发市场。内合外销相兼相容,各有侧重。对现代酒店营销而言,经营者必须研究符合和突出本酒店特色的促销手法,并且不断推陈出新,原
3、有一招鲜打遍天下,现今是不太可能了。酒店营销十招鲜兼容并包,以酒店档次、地理位置及大小等而言,人人出招不同,各有所长,运用得当,自有风生水起。本文将从酒店营销的几个方面着手,向大家介绍一个全面的营销模式。AbstractHoteIhasfullyenteredtheeraofthewarringStatesperiodtthevendorbattle,withaIarmsraisedataIIborderposts,exportmeansfrequent.HotelcapitaIspecificityisveryhigh,anddon'ttaI
4、kaboutpoIicy,barrierstomarkethighsum,cannotbeseIectedifthehoteIafterexitingthebusiness,whatisaboatload,apart,rebuiIdit?oranentireofficebuildingsataIater,tofacetherisingstarofcountlessstands?Huashanisonewaytogo:Rubicon,fightback.Back,inwhatisacity?awar,whatwar?AreaIIheroeswie
5、ldingapriceClub,fightkill?it'shomebaseofthick,kills10,000,foldingis&000,afteryoubreakthepricesystem,whoeatnomeatinthepot.Takebloodormakingrenovations,asix-Starhardware,itisTheHouseisfuIIofguests・,wherehundredsofmillionsofinvestmentfundsinthesix~Starthetransformation?,notafra
6、idtogiveuptheIastshotinthelocker?comparehardware,buiIdersandbanksmayberich,endHotelbackhundredsofmiIIionsofdebt,whenthecowscomehomethereisaIwayspaidoff.IftheaboveisnotfeasibIe,whataboutthewaronthedefensiveforwhatis?Ipresume,onthedefensiveforexport・Theso-caIIed,people(employe
7、es),explorethepersonalityofthehotelservicesandthedepthofhumannature,resourceoptimizationandcombination;theso~caIIedexport,thesamepeopIe(customers),speciaIizedmarketsegments,developscientificmarketingstrategiesfdeveIopingtargetedmarket.ExportandincompatibiIity,focus・Tomodernm
8、arketingToperatorsmustcompIywith,andtohighIightthespeciaIfeaturesofmarketin