随着经济的飞速发展和市场资源的曰益丰富,酒店行业也进入了一个高速发展的黄金时代。虽

然2009年的金融危机给酒店行业带来了巨大冲击,但是随着经济的复苏,四、五星级酒店如雨后春

笋般遍地开花,酒店行业面临着前所未有的机遇和挑战。在这样复杂的竞争环境中,想要保持相对

的竞争优势,酒店的营销策略必须要求推陈出新,改变传统的营销思路和模式,制定并实施适合自

己酒店的营销策略,这样才能在激烈的市场竞争中立于不败之地。

本文将以饭店台州玉环长城宾馆研究对象,分析玉环长城宾馆在营销工作中所存在的问题,运用

宏观环境分析,STP分析、SWOT分析法分析,针对这些问题提出一些具体解决方案。期望通过该研

究的应用,拓展营销思路,形成玉环长城宾馆在竞争中的差异化优势地位。也希望通过这篇论文分

析,能够为我国酒店企业实施有效的营销策略起到一定的借鉴作用。

关键词:宾馆市场营销策略

I

Abstract

Wi1h the rapid development of economy and the increasingly rich resources market, the hotel industry

has entered a rapid development of the golden age. Although the 2009 financial crisis to hotel industry has

brought the huge impact, but along with the economic recovery, four, five star hotel were springing up

blossom everywhere, the hotel industry is facing unprecedented opportunities and challenges. In such a

complicated competition environment, want to keep the relative competitive advantage, the hotel marketing

strategy must be new requirement, change flie traditional marketing idea and mode,develop and implement

suitable for their hotel marketing strategy, such ability in the fierce market competition invincible.

This paper will take the hotel taizhou yuhuan the Great Wall hotel the research object, this paper

analyzes the Great Wall hotel in yuhuan marketing work the existence of the problem,the use of macro

environment analysis, STP analysis, SWOT analysis, in the light of these problems,puts forward some

specific solutions. Expect through the study of the application, expand the marketing idea, form the yuhuan

the Great Wall hotel in the competition differentiation advantage position. Also hope that through this

article analysis, can for our country hotel enterprise effective marketing strategies play a certain reference.

Keywords: hotel,market marketing, strategy