摘要
从1996年锦江之星开创中国经济型酒店这一业态幵始,经济型酒店在中国
经历了高速发展的时期,形成几大经济型连锁酒店品牌。盲目的投资,无序的扩
张,必然造成经济型酒店产品总量供过于求的现象普遍存在。经济型酒店业的激
烈更加竞争,要在激烈的市场竞争中求得生存并发展,有效的营销策略和手段,
建立高效的营销体系,显得特别关键。经济型酒店如何进一步发展,学术界和企
业界都有广泛的讨论。尽管各种营销策划层出不穷,但在这场营销大战中取得领
先优势的经济型酒店的企业必需突破传统的交易营销模式。酒店是一种典型的服
务行业,服务从本质上说就具有关系属性。在服务竞争中,如果我们没有关系导
向,我们想取得好的绩效是非常困难的。市场越来越成熟了,争取新顾客也越来
越难,与其拼死拼活地与竞争对手争夺顾客,还不如用点心思,保留住自己的顾
客。交易营销有时可能也起点作用,但从长久来看,组织必须具有关系导向,这
样才能在竞争中取得胜利。关系营销的提出正是这种区别以往传统营销模式的营
销策略。

本文共分为七章,各章主要内容如下:
第一章绪论。主要阐述了本文的研究背景、研究意义,并构架了全文的研究
方法和内容。

第二章核心概念与基础理论。主要对关系营销的发展、概念、特点,在我国
的表现形式,经济型酒店的概念和特征等作简单说明。

第三章7天连锁酒店的现状及问题。介绍7天连锁酒店的发展历程、现状。

运用SWOT方法对7天连锁酒店的营销进行分析。分析7天连锁酒店对关系营销
的应用,最后提出存在的问题。

第四章经济型酒店的关系营销。对国内主要的几家大型经济型连锁酒店综合
进行关系营销研究。

第五章7天连锁酒店的政策建议。根据上一章对7天连锁酒店的现状和问
给出政策建议
第六章案例:7天厦门思明南路厦门大学店。以7天连锁酒店在厦门市的一
家分店作为实例,进行具体分析。

第七章总结。总结本文的主要观点给出结论,并且提出存在的不足,以期将
来进一步完善。

关键词:经济型酒店;关系营销;7天连锁酒店
Abstract
In 1996,Jinjiang Inn was found as the first economy hotel in China. From then the
economy hotels in China experienced a period of rapid development.Several major
economic chain hotel brands appeared. Blind investment and disorderly expansion
will inevitably lead to the total economy hotel product oversupply widespread.
Economy hotel industry is more intense competition in the fierce market competition.
To survive and develop effective marketing strategies and means to establish an
efficient marketing system is particularly critical. How to further develop economy
hotels, academia and the business community has widely discussed. Despite the
endless variety of marketing planning, but in this marketing war to gain a leading
edge economy hotel companies must break through the traditional transaction
marketing mode. The hotel is a typical service industry. So service in essence has a
relationship property. Competition in the service, if we do not relationship-oriented,
we want to get a good performance is very difficult. Market becomes more mature,
more and more difficult to win new customers.The more important things is to retain
their own customers. Transaction marketing may sometimes also starting role, but in
the long run,the organization must have a relationship-oriented, so as to win in the
competition. It is this relationship marketing proposed distinction of traditional
marketing model marketing strategy.
This paper is divided into seven chapters.Each chapter is following major
elements:
Chapter 】Introduction, This chapter is the research background, significance and
architecture of the full text of the research methodology and content.
Chapter 2Core Concepts and Basic Theories. Mainly on the development of
relationship marketing, concepts, characteristics, manifestations in our economy hotel
。。。