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分类号Ｆ２７２学号１５２０６０４４５
密级
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全曰制专业学位
硕士学位论文
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题目ＬＨ酒店营销策略研究
作者姓名傅昶源
导师姓名、职称王爱莲教授
学科（专业领域）名称工商管理
提交论文日期２０１８年６月１５日
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Subject 筨 A Study on marketing strategy of LH Hotel
Speciality筨Business Administration
Name 筨 Fu changyuan (signature)
Instructor筨Wang ailian (signature )
ABSTRACT
After the reform and opening up, the hotel industry, the most important part of the
tourism industry and the fastest growing one, has played a very important role in China's
economic construction. With the rapid development of economic globalization and integration,
the service industry is developing rapidly. Modern Hotel is providing an integrated service
collection of catering, accommodation, entertainment, shopping, entertainment, as well as
exhibition activities and leisure. Large quantities of reservations, ordering and sales is the
main economic characteristics of the hotel. how to use effective marketing strategies to
improve hotel profitability and economic efficiency, and further to enable the enterprise to
maintain long-term competitive advantage, is the most important problem the hotels are
confronting with. By taking LH hotel as the research object, this paper tries to combine the
latest marketing theory with the actual situation of LH Hotel, and further discusses the proper
marketing strategies. Through the analysis and research of LH Hotel cases, the paper finds out
an advanced hotel mode and the method of marketing strategy formulation, assessment and
reinforcement. With the help of the marketing thoeries, this paper firstly tries to analyze the
internal marketing situation with the purpose of discovering the current problems in LH hotel
marketing. Then the paper further comnbines the external marketing environment with the
actual management of the LH hotel to analyze the advantages and disadvantages, the
opportunity and challenges of the hotel by SWOT analysis, thus obtains the hotel marketing
strategy; secondly, the paper will carry out market segmentation of LH Hotel target market
with STP target market theory, then re-analyze and re-select the possible target market by
market positioning, and finally formulate a set of practical LH Hotel marketing (7P) strategy
feasible and suitable for the survival and development of Hotel. Last but not the least, this
paper puts forward reasonable proposals to ensure the healthy and sustainable development of
the enterprises by the analysis of the current situation of LH hotel marketing and the novel
hotel marketing strategies.
Keywords: Hotel 7P marketing mix marketing strategy
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