- I - 摘要 市场经济的飞速发展为酒店业的崛起提供了沃土，酒店的管理水平也在不断提 升。旅游业的高速发展更是给酒店业带来了强大的推力。 2018年8月，国务院发布 “促进旅游业改革与发展的若干意见”这些政策的出台也反应出了当前政府对旅游 业的支持。酒店业是旅游业发展中的一个重要环节，对旅游业的发展有 着重要的影 响，但当前我国的部分酒店在发展中仍旧存在一些营销问题，造成“酒香也怕巷子 深”的困局，因此如何解决酒店在发展过程中的营销不足，针对整个酒店业乃至整 个旅游业发展都有着重要意义。 首先，本文对国内外关于酒店营销及其优化策略的研究进行了综合回顾，整理 和总结了相关的理论知识和研究成果，并对本文将用到的SWOT分析 工具相关知识进 行了阐述。 其次，对东培酒店营销现状进行了分析，分别论述了该酒店的经营情况、营销 环境、以及发展中的优势与劣势、机会与威胁等，为下文东培酒店营销 策略的设计 打下了基础。 然后，根据对东培酒店营销现状的分析，文章对东培酒店的目标市场进行了选 择与定位，并从服务产品、价格体系、渠道建设、客户管理、有形展示以 及服务过 程等角度就如何优化营销进行了设计。 最后，文章就如何将这些酒店营销策略落实到实处，提出了强化激励机制建设、 完善监督机制、强化公共关系、强化酒店信息化 建设与管理、加强酒店文化建设等 保障措施。 关键词：酒店；营销；目标市场 燕山大学工商管理硕士学位论文 - II - Abstract The rapid development of the market economy provides fertile ground for the rise of the hotel industry, and the management level of the hotel is also rising. The high-speed development of the tourism industry has brought a strong thrust to the hotel industry. In August,2018, the State Council issued a "Several Opinions on Promoting the Reform and Development of Tourism" of these policies, which also responded to the current government's support for the tourism industry. The hotel industry is an important link in the development of the tourism industry, has an important influence on the development of the tourism industry, but the part of the hotel in our country still has some marketing problems in the development, causing the wine fragrance to be afraid of the difficulty of the lane, so how to solve the hotel in the development process The lack of marketing in China is of great significance to the whole hotel industry and the whole tourism development. First of all, this paper makes a comprehensive review of the research on hotel marketing and its optimization strategy at home and abroad, collates and summarizes the relevant theoretical knowledge and research results, and expounds the relevant knowledge of SWOT analysis tools to be used in this paper. Secondly, the marketing situation of Dongpei Hotel is analyzed, and the management situation, marketing environment, advantages and disadvantages, opportunities and threats in the development of Dongpei Hotel are discussed respectively, which lays a foundation for the design of Dongpei Hotel marketing strategy below. Then, according to the analysis of Dongpei hotel marketing, the paper selects and orientates the target market of Dongpei hotel, and designs how to optimize marketing from the angles of service products, price system, channel construction, customer management, tangible display and service process. Keywords: hotel；marketing；target market 目 录 - III - 目 录 摘要 .................................................................................................................................. I ABSTRACT ....................................................................................................................... II 第1章 绪 论 ................................................................................................................... 1 1.1 选题背景与意义 ..................................................................................................... 1 1.1.1 选题背景 ........................................................................................................... 1 1.1.2 选题意义 ........................................................................................................... 1 1.2 国内外研究现状 ..................................................................................................... 2 1.2.1 国外针对酒店营销策略的研究 ....................................................................... 2 1.2.2 国内针对酒店营销策略的研究 ....................................................................... 4 1.2.3 国内外研究现状综述 ....................................................................................... 6 1.3 研究内容和研究方法 ............................................................................................. 6 1.3.1 研究内容 ........................................................................................................... 6 1.3.2 研究方法 ........................................................................................................... 7 第2章 相关理论概述 ....................................................................................................... 9 2.1 酒店营销概述 ......................................................................................................... 9 2.1.1 酒店的概念和分类 ........................................................................................... 9 2.1.2 酒店营销的要素和特点 ................................................................................... 9 2.1.3 酒店营销的内容 ............................................................................................. 10 2.2 服务营销理论概述 ............................................................................................... 12 2.3 7P营销理论概述 ................................................................................................... 13 2.4 SWOT分析法 ........................................................................................................ 14 2.5 本章小结 ............................................................................................................... 14 第3章 东培酒店营销现状分析 ..................................................................................... 15 3.1 东培酒店简介 ....................................................................................................... 15 3.2 东培酒店整体经营情况 ....................................................................................... 15 3.2.1 酒店整体的组织结构 ..................................................................................... 15 3.2.2 酒店产品结构 ................................................................................................. 16 3.2.3 酒店的市场划分 ............................................................................................. 18 3.3 东培酒店面临营销环境分析 ............................................................................... 18 3.3.1 宏观环境分析 ................................................................................................. 18 3.3.2 行业竞争分析 ................................................................................................. 21 3.3.3 消费者需求分析 ............................................................................................. 23 燕山大学工商管理硕士学位论文 - IV - 3.4 东培酒店面临SWOT分析 .................................................................................. 24 3.4.1 优势与劣势 ..................................................................................................... 24 3.4.2 机会与威胁 ..................................................................................................... 25 3.4.3 SWOT分析矩阵 .............................................................................................. 26 3.5 东培酒店现行营销策略分析 ............................................................................... 28 3.5.1 东培酒店产品策略 ......................................................................................... 28 3.5.2 东培酒店价格策略 ..............................................