4124. 略论成都星级酒店的客源市场定位

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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