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时间:2018-01-22
《4124. 略论成都星级酒店的客源市场定位》由会员上传分享,免费在线阅读,更多相关内容在工程资料-天天文库。
1、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学生姓名: 院系名称:管理系专业名称:酒店管理班 级:2008级酒店管理学 号:指导教师:职业学院二0一一年四月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
2、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
3、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······················
4、··································1.1.1市场细分的概念···························································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······························
5、·············1.2.2细分市场必须能达到营销目标········································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································································
6、·······2.2选择目标市场范围的战略和策略················································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··························································
7、·········四、确定市场定位···········································································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
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