本文以AC宾馆为例进行了分析研究,首先介绍了 AC宾馆的基本情况及
营销现状存在的问题,再利用PEST、SWOT、波特五力模型分析工具,对
AC宾馆所面临的市场内外环境、优势、劣势、机会和威胁进行了分析。在有
效的分析基础上,运用STP策略,对AC宾馆进行了市场细分、选择了目标
市场、提出了市场定位策略。同时为了改变目前宾馆的营销模式,结合AC
宾馆实际工作,特别是结合体育场馆设施,提出了体育文化主题营销、开展
多种网络营销、绿色营销、餐饮营销、会议营销五种现代营销策略,旨在解决和帮
助实际所遇到问题。为了保证营销策略有效进行,还提出了人员保证、组织保证、营
销观念保证三方面建议。
本文以市场需求为导向,将理论与实践相结合,将市场营销有关研究运
用到AC宾馆的营销工作管理上,进一步拓宽营销思路与方式,充分发挥优
势,克服劣势,提高宾馆的市场营销工作,提高宾馆的竞争力,以确保可持
续稳定的发展。
关键字:宾馆;国有企业;市场营销策略
Abstract
AC Hotel, which is attached to the Worker Union of Chengdu Railway Bureau, is a
business hotel for small meetings according to the three-star standard decoration. It has been
being operated for 8 years so far. With the improvement of China's national economy and
people's living standards, people's leisure lifestyle is changing gradually. The domestic
tourism maintains sound momentum as always, especially in the famous historical city
Chengdu which is located in the center of the development of west regions and attracts more
and more people to come. With the development of the high-speed rail, the connections
between cities become closer. Chengdu is also known as “Famous Convention Exhibition
City in China ”,China's Top Ten Exhibition City” and China's Top Ten Charming
Conference Tourism Destination City,’,which has brought many opportunities to the hotel
market. In today's increasingly competitive hotel market, facing this marketing environment,
AC Hotel's future development is affected by its own limitations and the traditional
state-own enterprise marketing concept on some level. Hotel marketing plays a leading role
in the hotel operating management. It has become AC Hotel's current significant topic to
research how to overcome the state-owned enterprise' weakness in marketing management,
how to meet the diverse needs of consumers using modern marketing concept, how to
improve consumers' degree of satisfaction and operation performance and how to gain a
foothold in the market of fierce competition.
This Paper analyses AC Hotel as an example. First a brief introduction was given for
AC Hotel's basic information and the existing problems for its current marketing. Then
PEST, SWOT and Porter's Five Forces Model are used to analyze inside and outside
environment of market, superiority, weakness, opportunity and threats AC Hotel is facing.
Based on effective analysis and using STP strategy, AC Hotel's market is segmented, target
market is chosen and market positioning strategy is put forward. Meanwhile, in order to
change the current marketing mode, associated with the actual work of AC Hotel, especially
associated with stadium facilities, five marketing strategies are put forward such as sports
culture theme marketing, multiple online marketing, green marketing,catering marketing
and meeting marketing. The purpose is to solve and help solve the problems they meet in
practical. In order to ensure the marketing strategies effective, we also suggest guaranteeing
the staff, organization and marketing concepts.
This paper takes the market demand as orientation, combines theory and practice,and
applies researches related to market management to AC Hotel's management, further widens
。。。。
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