随着中国经济的快速发展、人们生活水平的不断提高以及网络技术的广泛应 用，消费者在生活理念、消费形式等方面均发生了显著的变化，酒店行业 现有的 营销手段和发展模式已无法满足顾客对产品、服务的多元化和个性化需求。与此 同时，酒店业在近几年受经济增速放缓、竞争加剧和经营成本上升等因素的影响， 出租率 降低，收入开始下滑，发展空间渐显不足。新一轮技术革命和经济的发展 引发了中国酒店行业在深度盘整、产品结构提升、投资战略位移、服务理念创新、 产业布局转型及新兴 技术应用等方面的持续思考与探索，这些都给中国酒店业未 来的发展带来诸多机遇和挑战。 在这种形势下，作为单体酒店的新悦客商务宾馆迫切需要紧密结合酒泉市酒 店市场竞 争环境的具体情况，找准市场定位和发展方向，确立自己的特色优势， 充分利用先进技术和新兴渠道完成潜在客户发掘和品牌价值开发，发挥自己的品 牌文化效应，在发展的道 路上不断地深入思考和探索，制定出切实可行的营销策 略，才能改善酒店收入下滑、市场份额持续下降的不利局面。 本文选择以酒泉市新悦客商务宾馆作为研究对象，在对国内 外相关理论进行 研究的基础上，利用PEST、波特五力和SWOT分析方法对新悦客商务宾馆营销 现状及存在问题进行分析，并通过问卷、访谈等调查方式找出顾客对经济型酒店 的需 求空间；运用STP分析方法选择目标市场，并依据酒泉地区特有的历史文 化背景进行定位；充分考虑互联网快速发展的背景、酒店与消费者利益的均衡， 以服务营销7Ps营销理论 为基础，将4Ps与4Cs组合、7Ps理论剩余的3Ps与3Ss 营销理论组合，克服单纯基于7Ps、4Cs或3Ss理论制定营销策略较单薄且不易 在复杂多变的市场环境下取得良好营销效果的缺 点，形成“7Ps+4Cs+3Ss”的营 销策略组合；制定了组织结构、信息化建设、人力资源、品牌文化等方面保障措 施，确保营销策略得到有效执行。本文旨在帮助新悦客商务宾馆在 激烈的市场竞 争中构建自己的特色，改善经营的不利局面，拓展酒店的发展空间；也期望通过 研究，得出可值得推广的经验和策略，助力中国民营酒店健康长效的发展。 关键词 ：酒泉市；新悦客；商务宾馆；营销策略 MBA学位论文 作者：王晓春 酒泉市新悦客商务宾馆的营销策略研究 II RESEARCH ON THE MARKETING STRATEGY OF JIUQUAN NEW YUEKE BUSINESS HOTEL Abstract With the rapid development of China's economy, the continuous improvement of people's living standards and the wide application of network technology, consumers have changed significantly in their life concepts, consumption forms and other aspects. The existing marketing means and development mode of hotels have been unable to meet the diversified and personalized needs of customers for products and services. At the same time, the hotel industry in recent years by the economic growth slowdown, increased competition and operating costs and other factors, the rental rate decreased, revenue began to decline, the development space is becoming increasingly inadequate. A new round of technological revolution and economic development has led to continuous thinking and exploration in the aspects of in-depth consolidation, upgrading of product structure, strategic shift of investment, innovation of service concept, transformation of industrial layout and application of emerging technologies in China's hotel industry, which have brought many opportunities and challenges to the future development of China's hotel industry. In this situation, New Yueke Business Hotel, as a single hotel, urgently needs to closely combine the specific situation of Jiuquan hotel market competition environment, find out the market positioning and development direction, establish its own characteristics and advantages, make full use of advanced technology and emerging channels to complete potential customer exploration and brand value development, play its own brand culture effect, and on the road of development In order to improve the unfavorable situation of declining hotel revenue and market share, it is necessary to think deeply and explore continuously and formulate feasible marketing strategies. This paper chooses Jiuquan New Yueke business hotel as the research object. On the basis of the research on the relevant theories at home and abroad, it uses pest, Porter's five forces and SWOT analysis method to analyze the current marketing MBA学位论文 作者：王晓春 酒泉市新悦客商务宾馆的营销策略研究 III situation and existing problems of New Yueke Business Hotel, and finds out the demand space of customers for economic hotels through questionnaire, interview and other survey methods. Using STP analysis method to find out the target market, positioning according to the unique historical and cultural background of Jiuquan area; Fully considering the background of the rapid development of the Internet, the balance of the interests of hotels and consumers, and based on the 7Ps marketing theory of service marketing, the combination of 4Ps and 4Cs, the remaining 3Ps of 7Ps theory and 3Ss marketing theory, overcomes the shortcomings of making marketing strategies based on 7Ps, 4Cs or 3Ss theory, which is relatively thin and not easy to achieve good marketing results in a complex and changeable market environment, and forms "7Ps + 4Cs + 3Ss "marketing strategy combination; To ensure the effective implementation of the marketing strategy, relevant safeguard measures should be formulated in terms of organizational structure, information construction, human resources, brand culture, etc. The purpose of this paper is to help the New Yueke business hotel to build its own characteristics in the fierce market competition, improve the adverse situation of operation, and improve the competitiveness of the hotel. It is also expected that through this study, we can draw experiences and strategies worthy of promotion, and help the healthy and long-term development of private hotels in China. Key words: Jiuquan; New Yueke; business hotel; marketing strategy MBA学位论文 作者：王晓春 酒泉市新悦客商务宾馆的营销策略研究 IV 目 录 中文摘要 ................................................. I Abstract ................................................. II 一、绪论 ................................................. 1 （一）研究背景、目的及意义 ...................................... 1 （二）国内外研究综述 ............................................ 3 （三）研究的内容、方法与框架 .................................... 4 二、理论基础概述 ......................................... 7 （一）相关概念界定 .............................................. 7 （二）基本工具 .................................................. 9 （三）营销理论 ................................................. 10 三、新悦客商务宾馆的营销现状与营销环 境分析 .............. 12 （一）营销现状分析 ............................................. 12 （二）营销环境分析 ............................................. 15 （三）SWOT分析 ................................................ 23 四、经济型酒店消费者购买行为调查与分析 .................. 26 （一）调查方案设计与实施 ....................................... 26 （二）调查问卷的描述性统计分析 ................................. 27 （三）经济型酒店购买偏好因素交叉分析 ........................... 34 （四）经济型酒店消费情况的交叉分析 ............................. 39 五、新悦客商务宾馆的STP分析 ............................ 43 （一）酒店行业的市场细分 ....................................... 43 （二）酒泉市经济型酒店的目标市场 ............................... 46 （三）新悦客商务宾 馆的市场定位 ................................. 50 六、新悦客商务宾馆营销策略的制定 ........................ 53 （一）7Ps+4Cs+3Ss营销组合模型的构建 ........................... 53 （二）新悦客商务宾馆营销策略的优化 ............................. 54 MBA学位论文 作者：王晓春 酒泉市新悦客商务宾馆的营销策略研 究 V 七、新悦客商务宾馆营销策略实施的保障措施 ................ 67 （一）组织机构保障 ............................................. 67 （二）信息化建设保障 ........................................... 68 （三）人力资源保障 ............................................. 69 （四）品牌文化保障 ............................................. 71 （五）风险控制 ................................................. 71 八、结论与展望 ..........