摘 要
随着市场经济的发展,服务在社会经济生活中的作用尤为重要,服务的发展促进了服务业的迅速增长,也
带来了酒店业的蓬勃发展。目前,酒店投资热导致酒店数量不断增加,酒店有形产品即硬件设施同质化越来越
严重,酒店间竞争进一步加剧。同时,人们对酒店产品的需求已不仅仅局限于产品本身,更加注重酒店的消费
环境、服务态度、产品文化等综合性的品牌价值。在这种情况下,各酒店仅依靠提供优质的服务已经远远不
能满足宾客的需求。因此,如何提高宾客的信任度和满意度,根据酒店的特点采取相应的服务营销策略,成为
酒店经营发展的必然选择。

本文以河北钢铁集团酒店为研究对象,首先,在对河北钢铁集团酒店进行调研的基础上,从宏观、微观层
面对其营销现状、市场需求和竞争者等方面进行了系统分析,总结出河北钢铁集团酒店的优势、劣势、机会
和威胁,并归纳出河北钢铁集团酒店营销中存在的问题；然后,运用 STP 理论、服务营销 7P 理论、酒店管理
理论等为河北钢铁集团酒店制定了一套切实可行的营销策略；最后,为了保证营销策略能够得到有效实施,
从建立优秀的销售组织等方面提出了相应的实施建议。

论文旨在结合河北钢铁集团酒店服务营销的现状,运用 STP、服务营销等相关理论,制定出一套切实可
行的营销策略,对该酒店拓展市场,提高客户忠诚度具有一定的指导意义。另外本文的研究结果对其他酒店服
务营销提供了借鉴。

关键词：服务营销;;酒店营销;;营销策略
中图分类号：F719
Abstract
With the development of market economy, service plays a very important role in social and economic life.
The development of services promote the rapid growth of the service, it also brings about the hotel industry to be
flourished. At present, the hotel investment hot lead to an increasing number of hotels, the tangible products of the
hotel become more and more homogenizate and the competition among hotels become more and more fiercely. At
the same time, people39;s demand for hotel products is not just limit to the product itself, and also pay more attention
to the brand value such as the consumption environment, service attitude, and product culture and so on. Under the
background, the hotel only rely on the provision of quality services have been far from enough to meet the needs
of guests. Therefore, how to enhance the trust of guests and satisfaction, according to the characteristics of the
hotel to take corresponding service marketing strategy, hotel management and development has become an
inevitable choice. They must take proper strategies, improve customer trust and satisfaction, and enhance the
competitiveness continuously.
The paper takes Hebei Iron and Steel Group hotel as the research object, first of all, On the basic of
investigate of Hebei Iron and Steel Group,the paper analyzes the circumvent of Hebei Iron and Steel Group hotel
just as the current marketing situation,maket demand and competite invironment from the macro, micro-level,and
sum up the strengths, weaknesses, opportunities and threats of Hebei Iron and Steel Group hotel,and also
summarize the marketing problem which is exited in the Hebei Iron and Steel Group hotel.then,develop a set of