汇编出版。保密的学位论文在解密后适用本规定。 研究生签名： 时间： 年 月 日 导师签名： 时间： 年 月 日 I 摘要 本论文探讨的丽思卡尔顿酒店以其奢华与高贵在业界中获得了“世界屋顶”的美誉。在多年 发展过程中，丽思卡尔顿酒店始终秉持其独特的酒店文化，提供高品质酒店服务，取得了骄人的 业绩和口碑。随着丽思卡尔顿酒店隶属的万豪国际集团在2016年成功收购喜达屋集团，万豪国际 集团一跃成为全球最大的酒店集团。万豪集团管理下的高端品牌酒店代表——丽思卡尔顿酒店更 是加速了其品牌的发展步伐。丽思卡尔顿酒店作为国际高端连锁酒店的代表，在全球30个国家有 101家酒店，其国内一共有13家正在运营，2家正在筹备开业，国内丽思卡尔顿酒店分布在北京、 上海、广州、深圳、天津等国家中心城市。作为世界第四大入境旅游接待国的中国，目前同时拥 有世界上最大的国内旅游市常尽管近年来丽思卡尔顿酒店在国内发展前景充满机遇。但与此同 时，国内高端酒店整体发展面临着一系列严重的问题：酒店产品同质化严重，酒店个性化服务泛 善可陈，“互联网+”时代下酒店竞争急剧升温。丽思卡尔顿酒店想在这样的背景下实现稳步的发 展，就必须制定出更有效且更优化的市场营销策略。 论文在北京和天津丽思卡尔顿酒店通过实地考察和访谈，经过酒店总经理以及酒店市场营销 部和人力资源部的协调，搜集整理了大量国内外丽思卡尔顿酒店的相关资料。论文首先对全球以 及北京与天津丽思卡尔顿酒店的市场营销现状进行分析，探讨目前全球以及北京与天津丽思卡尔 顿酒店的营销问题，然后运用PEST理论分别对全球以及北京与天津丽思卡尔顿酒店进行了的环 境分析；并且运用SWOT理论分析了全球以及北京和天津丽思卡尔顿酒店的优劣势和面临的机会 与威胁。论文重点研究全球以及北京和天津丽思卡尔顿酒店的市场营销策略，以相关市场营销4Ps 理论研究作为基础，通过顾客调查问卷研究北京和天津丽思卡尔顿酒店市场营销策略，该调查问 卷首先须通过北京和天津丽思卡尔顿酒店管理者和酒店管理业内专家的共同审阅和论证，在经过 多轮修改后最终形成有效问卷，随后在北京和天津丽思卡尔顿酒店的协调帮助下完成了顾客调查 问卷的发放与收集。并在逻辑分析和整理问卷数据后得出其酒店市场营销策略的分析结果。通过 总结分析酒店营销策略中存在的问题，结合自身所学，并对其他专家学者的研究进行引用和归纳， 最终完成其酒店市场营销策略的优化和实施控制。 本研究旨在通过分析和研究北京和天津丽思卡尔顿酒店市场营销策略，既为北京和天津丽思 卡尔顿酒店获取竞争优势和优化市场营销策略提供参考。又为国内外丽思卡尔顿酒店市场营销策 略制定上提供一些可操作性的建议。 关键词：丽思卡尔顿酒店；市场营销；策略研究 II Abstract The Ritz-Carlton Hotel discussed in this thesis has won the reputation of "the roof of the world" in the industry for its luxury and nobility. In the course of years of development, the Ritz-Carlton Hotel has always upheld its unique hotel culture, providing high-quality hotel services, and has achieved remarkable results and reputation. With the successful acquisition of Starwood Group in 2016 by Marriott International, a subsidiary of The Ritz-Carlton, Marriott International has become the world’s largest hotel group. The Ritz-Carlton Hotel representative, a high-end brand hotel managed by Marriott Group, has accelerated the pace of its brand development. As a representative of international high-end hotel chains, the Ritz-Carlton Hotel has 101 hotels in 30 countries around the world. A total of 13 hotels in China are in operation, and 2 are in preparation for opening. Guangzhou, Shenzhen, Tianjin and other national central cities. As the world's fourth largest inbound tourism receiving country, China currently has the world's largest domestic tourism market. Although in recent years, the Ritz-Carlton Hotel's domestic development prospects are full of opportunities. But at the same time, the overall development of domestic high-end hotels is facing a series of serious problems: the homogenization of hotel products is serious, the personalized services of hotels are excellent, and the competition of hotels in the "Internet +" era has rapidly increased. The Ritz-Carlton Hotel wants to achieve steady development in this context, it must develop a more effective and optimized marketing strategy. The author of the paper collected a large amount of relevant information about the Ritz-Carlton Hotels at home and abroad through field visits and interviews during the period of duty at the Ritz-Carlton Hotels in Beijing and Tianjin. After coordinating with the hotel general manager, the hotel marketing department and the human resources department. The thesis first analyzes the marketing status of the Ritz-Carlton hotels in the world, Beijing and Tianjin, and discusses the current marketing problems of the Ritz-Carlton hotels in the world and Beijing and Tianjin, and then uses the PEST theory for the global and Beijing and Tianjin Ritz-Carl respectively. The SWOT theory was used to analyze the advantages, disadvantages, opportunities and threats of the global Ritz-Carlton as well as the Ritz-Carlton Hotels in Beijing and Tianjin. The thesis focuses on the global and Beijing and Tianjin Ritz-Carlton Hotel marketing strategies, based on the relevant marketing 4Ps theoretical research as the basis, through a customer questionnaire to study Beijing and Tianjin Ritz-Carlton Hotel marketing strategies, the questionnaire must first go through the joint review and demonstration of the Ritz-Carlton Hotel Managers in Beijing and Tianjin and the hotel management professionals, an effective questionnaire was finally formed after multiple rounds of revisions, and then the customers’ questionnaires were completed with the assistance of the Ritz-Carlton Hotels in Beijing and Tianjin The distribution and collection of questionnaires. And after logical analysis and sorting out the questionnaires’ data, the analysis results of its hotel marketing strategies are obtained. By summarizing and analyzing the problems in the hotel marketing strategies, combining with what they have learned, and citing and summarizing the research of other experts and scholars, they finally completed the III optimization of their hotel marketing strategies. This research aims to analyze and study the marketing strategies of the Ritz-Carlton Hotels in Beijing and Tianjin, and provide references for the Ritz-Carlton Hotels in Beijing and Tianjin to gain competitive advantages and optimize marketing strategies. It also obtained some practical suggestions for the marketing strategy of the global Ritz-Carlton Hotels at home and abroad. Key words：Ritz-Carlton, marketing, strategic research IV 目 录 摘要 ............. I Abstract ......... II 第一章 绪论 .. 1 1.1 研究背景和意义 .............. 1 1.1.1 研究背景 ................. 1 1.1.2 研究意义 ................. 1 1.2 国内外研究综述 .............. 2 1.2.1 国外研究综述 ......... 2 1.2.2 国内研究综述 ......... 3 1.2.3 国内外研究评述 ..... 4 1.3 研究的思路与方法 .......... 4 1.3.1 研究思路 ................. 4 1.3.2 研究方法 ................. 5 1.3.3 技术路线 ................. 7 1.4 本文的创新点 .................. 8 第二章 相关概念和理论基础 ..... 9 2.1 酒店市场营销的概念和特点 ......................... 9 2.1.1 酒店市场营销概念和要素 .................... 9 2.1.2 酒店市场营销策略和制定依据 ............ 9 2.1.3 酒店顾客需求与酒店市场营销的关系 9 2.1.4 整体营销组合与酒店市场营销的关系 9 2.2 酒店市场营销策略研究的理论根基 ........... 10 2.2.1 4Ps理论 ................. 10 2.2.2 SWOT分析理论 .... 11 2.2.3 消费者行为分析理论 .......................... 12 2.2.4 PEST分析理论 ...... 13 第三章 丽思卡尔顿酒店市场营销现状与问题 ...... 15 3.1丽思卡尔顿酒店概况 ..... 15 3.1.1 丽思卡尔顿酒店总体状况 .................. 15 3.1.2 天津丽思卡尔顿酒店现状 .................. 20 3.1.3 北京丽思卡尔顿酒店现状 .................. 21 3.2 丽思卡尔顿酒店市场营销现状和问题 ....... 21 3.2.1 丽思卡尔顿酒店市场营销现状 .......... 21 3.2.2 丽思卡尔顿酒店市场营销存在的问题 ............................. 22 3.3 北京和天津丽思卡尔顿酒店市场营销策略问卷调查 .............. 23 V 3.3.1 调查问卷研究范围 .............................. 23 3.3.2 调查问卷的术语 ... 24 3.3.3 问卷调查研究框架 .............................. 24 3.3.4 问卷调查研究开展方法和具体内容 .. 24 第四章 丽思卡尔顿酒店市场营销环境分析 .......... 28 4.1 丽思卡尔顿酒店市场营销PEST分析 ........ 28 4.1.1 政治和法律环境 .