自 2015 年起，中档连锁酒店已经成为国内连锁酒店业发展的新趋势。根据 现有的国内中档酒店品牌占有率来看，64%左右的市场已基本被锦江、首旅、华 住为代表的三大酒店集团旗下中档连锁酒店以及国际联号酒店品牌分割，剩余约 36%左右的市场则被中小酒店管理公司及单店占据。 面对尚未形成品牌规模的中档连锁酒店空白市场的巨大潜力，众多本土中小 酒店管理公司面临着机遇与挑战并存的局面。WX 酒店就是这样一个本土中档连 锁酒店品牌，自 2013 年 12 月在上海拥有第一家直营店开始，采用特许经营的连 锁扩张方式，经过 6 年的发展，现共拥有门店 12 家（包含直营店及加盟店）。 和竞争对手相比，明显存在着门店数量较少的问题。 本文从企业层面进行中、高管访谈入手，将 WX 酒店门店数量不多的现状 主要归因于 WX 酒店市场营销能力不足。重点表现在：在产品上酒店硬件过关， 但服务特色不够；宣传促销上品牌知名度低下；渠道上会员数量及活跃度不足以 及过程上 WX 酒店品牌标准复制能力弱这四个方面。 为了解决这些问题，本文首先从 WX 酒店硬件及服务本身入手，实际深入 酒店调研，以 SERVQUAL 模型为基础，通过数据分析更清楚的了解消费者对于 WX 酒店的入住期望以及实际感知之间的差距。 在结合了中、高管访谈以及消费者感知两个方面的综合分析之后，本文以提 高顾客价值为产品改善核心思路，并分别以品牌重新定位、口碑宣传、提高自有 渠道订房数量、调整会员政策以及建立品牌标准执行中的“收”、“放”原则为主要 营销策略优化思路，针对 WX 酒店现有的营销问题做出全面优化建议。最终，根III 据 WX 酒店的连锁性质，分为直营店及加盟店两种业态做出优化策略实施步骤 及保障建议。 关键词：中档连锁酒店；市场营销；顾客价值IV Abstract Since 2015, the middle grade chain hotel has become a new trend in the development of domestic chain hotel industry. According to the current domestic medium-sized hotel brand share, about 64% of the market has been basically divided by the three major hotel groups represented by Jinjiang, ShouLv and Huazhu, as well as the international hotel brands. About 36% of the market is occupied by small and medium-sized hotel management corpration and single stores. Facing the huge blank market of medium-sized chain hotels, many local small and medium-sized hotel management corpration are faced with both opportunities and challenges. WX hotel is such a local mid-range chain hotel brand. Since its first direct store in Shanghai in December 2013, it has adopted the franchise chain expansion mode. After six years of development, it now has 12 stores (including direct stores and franchise stores). Compared with competitors, it is obvious that there are fewer stores. This paper starts with the interview between middle and senior managers at the enterprise level, and points out that the small number of WX Hotel stores is mainly due to the insufficient marketing ability of WX hotel. The key points are as follows: in terms of products, the hotel hardware has passed the standard, but the service features are not enough; in terms of publicity and promotion, the brand awareness is low; in the channel, the number and activity of members are insufficient; and in the process, the copy ability of WX hotel brand standard is weak.V In order to solve these problems, this paper starts with the hardware and service of WX Hotel, and conducts in-depth Hotel research. On the basis of SERVQUAL model, through data analysis, we can better understand the gap between the expectations of consumers for WX Hotel and the actual perception. After the comprehensive analysis of interview with middle and senior executives and consumer perception, this paper takes improving customer value as the core idea of product improvement, and takes brand re-positioning, word-of-mouth publicity, increasing the number of room reservations through its own channels, adjusting membership policies and establishing the "collection" and "release" principles in the implementation of brand standards as the main marketing ideas Some marketing problems make comprehensive optimization suggestions. Finally, according to the chain nature of WX Hotel, it is divided into two types of business, namely direct stores and franchise stores, to make optimization strategy implementation steps and guarantee suggestions. Keywords：Medium Chain Hotel; Marketing; Customer Value目录 致谢................................................................................................................................ I 摘要...............................................................................................................................II Abstract ....................................................................................................................... IV 第 1 章 绪论............................................................................................................1 1.1 研究背景、目的及意义.....................................................................................1 1.1.1 研究背景......................................................................................................1 1.1.2 研究目的及意义..........................................................................................3 1.2 国内外研究现状.................................................................................................4 1.2.1 国外研究现状..............................................................................................4 1.2.2 国内研究现状..............................................................................................6 1.2.3 研究现状综述..............................................................................................7 1.3 相关理论.............................................................................................................8 1.3.1 顾客价值......................................................................................................8 1.3.2 SERVQUAL 模型 ........................................................................................9 1.4 研究思路、主要内容和研究方法.....................................................................9 1.4.1 研究思路......................................................................................................9 1.4.2 主要内容....................................................................................................11 1.4.3 研究方法....................................................................................................11 1.5 主要创新点.......................................................................................................12 第 2 章 WX 酒店市场营销问题现状及原因分析..............................................132.1 国内中档连锁酒店业市场分析.......................................................................13 2.1.1 中端酒店市场增势良好，国内领头企业发展效应日趋明显................13 2.1.2 国际品牌开放中端品牌特许经营权，大规模扩大中国市场................13 2.1.3 酒店个性化：IP 酒店、智能化酒店开始成为市场热点 .......................14 2.2 国内中档酒店业营销现状分析.......................................................................14 2.3 WX 酒店现状介绍............................................................................................16 2.3.1 WX 酒店简介.............................................................................................16 2.3.2 WX 酒店产品介绍.....................................................................................16 2.3.3 WX 酒店运营模式.....................................................................................17 2.4 基于中、高管访谈的 WX 酒店营销现状及主要原因分析..........................17 2.4.1 中、高管访谈基本情况概括....................................................................17 2.4.2 酒店硬件过关，但服务无特色................................................................18 2.4.3 品牌知名度低，顾客传播意愿弱............................................................20 2.4.4 会员发展不利，数量及活跃度均不够....................................................21 2.4.5 特许经营“连”而不“锁”，品牌标准化复制管控弱 ................................24 2.4.6 WX 酒店 SWOT 分析................................................................................25 2.5 本章小结