在大众旅游时代,人们的消费能力增长,物质文化需要不断提高,人们对传统酒店 住宿的要求也趋于个性化，加上城市商业地产规模化的助推，降低了众 多新兴酒店业 态投资的进入门槛，小体量新业态酒店数量激增。酒店业态也由传统的高星级酒店、 经济型酒店向着更多种的新业态酒店发展，并逐渐成为市场新宠。本文所分析 的公寓 式酒店就是新业态酒店的典型代表。 本文研究的WD酒店位于济南市历城区的聚隆广场，该地产拥有从1号楼到6 号楼六栋公寓楼，几乎每栋公寓楼都分布有3-6家酒店。酒 店同业竞争激烈、酒店之 间的价格战白热化是目前面临的主要问题。WD酒店如何在此挑战下抓住机遇，在夹 缝中提高其生存能力,酒店急需研究可行的营销策略以应对不断变化的 目标市场的需 要。本文在国内外现有研究成果的基础上,以济南WD酒店为例对其营销环境进行分 析，通过文献研究、案例研究、比较研究等方法,利用PEST分析法、波特五力分析 、 STP分析、7P等市场营销学相关理论,对新业态酒店所面临的机遇和威胁进行了客观 的分析,并分析了WD酒店现有的优势和劣势,从而明确了新业态酒店的目标市场,并 对目标市 场进行了定位。在对新业态酒店现有的资源条件分析的基础上,从产品、价 格、渠道、策略、有形产品展示和过程七个方面制定出与目标市场相匹配的市场营销 策略,最后提出了 相应的营销策略实施保障措施，以期对酒店的营销管理工作有所促 进,并为此类型酒店的营销策略的改进提供借鉴性建议。 关键词：公寓式酒店；7P理论；STP理论；酒店营销 Abstract II Abstract Intheeraofmasstourism,people'sspendingpowergrows,materialandcultural needscontinuetoimprove,andpeople'srequirementsfortraditionalhotelaccommodation tendtobeindividualized.Coupledwiththepromotionoflarge- scaleurbancommercialreal estate,thebarrierstoentryformanyemerginghotelformatshavebeenlowered,andthe numberofsmall- scalenewformathotelshassurged.Thehotelbusinesshasalsodeveloped fromtraditionalhigh-starhotelsandbudgethotelstomorenewbusinesshotels,andhas graduallybecomethenewfavoriteofthemarket.Theapartmenthotelanalyzedinthis articleisatypicalrepresentativeofthenewformathotel. TheWDhotelstudiedinthisarticleislocatedinJulongPlaza,LichengDistrict,Jinan. TherealestatehassixapartmentbuildingsfromBuilding1toBuilding6,andalmostevery apartmentbuildinghas3-6hotels.Thefiercecompetitioninthehotelindustryandthe intensificationofpricewarsbetweenhotelsarethemainproblemscurrentlyfacing.How WDHotelsseizetheopportunityunderthischallengeandimproveitssurvivabilityinthe cracks,thehotelurgentlyneedstostudyfeasiblemarketingstrategiestomeettheneedsof theever-changingtargetmarket.Basedontheexistingresearchresultsathomeandabroad, thispapertakesJinanWDHotelasanexampletoanalyzeitsmarketingenvironment. Throughliteratureresearch,caseresearch,comparativeresearchandothermethods,ituses PESTanalysis,Porter'sfiveforcesanalysis,andSTPanalysis.,7Pandothermarketing relatedtheories,objectivelyanalyzetheopportunitiesandthreatsfacedbynewbusiness hotels,existingadvantagesanddisadvantages,soastoclearthenewformatsthehotel's targetmarket,andprobesintothetargetmarketpositioning.Innewformsofhotelbased ontheanalysisoftheexistingresourcesconditions,fromproduct,price,channel,strategy, sevenaspectsmakeatangibleproductdisplayandprocessmatchthetargetmarket marketingstrategy,andfinallyputsforwardthecorrespondingmarketingstrategy implementationsafeguardmeasures,inordertopromotethemarketingmanagementofthe hotel,andforthistypeofhotelmarketingstrategyimprovementprovidehelpsforadvice. Keywords:Apartmenthotel7PtheorySTPtheoryHotelmarketing 目录 1 目录 摘 要....................................................................................................................................I Abstract..............................................................................................................................II 第1章绪 论....................................................................................................................1 1.1研究的背景及研究意 义........................................................................................1 1.1.1研究背 景....................................................................................................1 1.1.2研究意 义....................................................................................................3 1.2研究现 状................................................................................................................3 1.2.1国外研究现 状............................................................................................3 1.2.2国内研究现 状............................................................................................4 1.2.3简要评 述....................................................................................................6 1.3研究内容、方法及创新 点....................................................................................6 1.3.1研究内 容....................................................................................................6 1.3.2研究方 法....................................................................................................6 1.3.3创新 点........................................................................................................7 1.3.4技术路 线....................................................................................................7 第2章概念界定和理论基 础............................................................................................9 2.1概念定 义................................................................................................................9 2.1.1新业态住宿业定 义....................................................................................9 2.1.2单体酒店定 义............................................................................................9 2.2市场营销相关理论基 础........................................................................................9 2.2.1体验经 济....................................................................................................9 2.2.2市场定位理 论..........................................................................................10 2.2.37P营销理 论.............................................................................................10 2.3主要分析工 具......................................................................................................11 2.3.1波特五力分析模 型..................................................................................11 2.3.2PEST分析工 具.......................................................................................12 第3章济南WD酒店营销环境分 析................................................................................14 3.1济南WD酒店外部环境分 析................................................................................14 3.1.1政策/法律因 素........................................................................................14 3.1.2经济因 素..................................................................................................16 目录 2 3.1.3社会文化因 素..........................................................................................16 3.1.4技术因 素..................................................................................................17 3.2WD酒店竞争环境分 析.........................................................................................17 3.2.1潜在进入者威 胁......................................................................................17 3.2.2供应商的议价能 力..................................................................................18 3.2.3购买者的议价能 力..................................................................................19 3.2.4替代品威 胁..............................................................................................19 3.2.5同行业竞 争..............................................................................................20 3.3济南WD酒店优劣势分 析....................................................................................21 3.3.1酒店优 势.................................................