MBA学位论文作者：曹峥
疫情后东方大酒店康养餐饮服务营销策略优化研究
疫情后东方大酒店康养餐饮服务营销策略优化研究
中文摘要
酒店行业是我国服务经济的重要产业， 2020年，受新型冠状病毒肺炎疫情
的影响，酒店行业遭受到巨大冲击，经营收入大幅下降，尤其是酒店餐饮收入
下降明显。根据国内调查数据显示， 2020年 1至 7月份，我国餐饮收入 1.8万
亿，同比下降达 29.6%。随着我国国内疫情的有效控制， 2020年四季度，餐饮
行业明显回暖，从长期来看，我国餐饮行业稳中向好的发展趋势不会改变。
疫情的发生不仅对我国餐饮行业的收入产生较大影响，对经历过这场疫情
后的消费者心理也发生了较大变化，消费者的需求已经从“安全、卫生”这个
基本需求，向“健康、养生”的根本需求转变，健康养生成为后疫情时期餐饮
业发展的主流趋势。
东方大酒店是坐落于潍坊市的一家四星级商务酒店， 2020年以来，受新冠
疫情的影响，酒店经营收入大幅下降，餐饮收入下降尤其明显，传统的餐饮服
务营销策略已不能满足疫情后的市场环境和顾客需求。需要及时根据市场形势
作出各方面的调整和应对，疫情后的餐饮业务，在满足“安全和卫生”这个基
本前提下，需要更加专注对“健康和养生”的研究，以提高餐饮服务营销的外
延和内涵，有差异性的面对餐饮市场的竞争。
本文以东方大酒店为研究对象，首先，在阐述服务营销相关理论的研究基
础上，运用数据分析和访谈的方法，对其餐饮服务营销现状存在的问题及成因
展开了深入的研究与分析；其次，通过 PEST分析工具对疫情后的宏观环境进
行了分析，通过比较分析法，对酒店的竞争环境进行了分析，通过问卷调查
法，对疫情后餐饮产品的顾客需求进行了分析；最后，根据服务营销理论的七
个方面，将中国传统文化的“二十四节气”与健康养生有机结合，创新性的提
出了以“二十四节气”为主题的康养餐饮服务营销策略和实施方案；期望本文
的研究能够让酒店尽快适应疫情后的市场经营环境，提高酒店餐饮收入，为酒
店及早摆脱经营困境提供参考，并且对疫情后其他酒店和整个酒店行业的营销
管理活动提供一定的借鉴意义。
关键词：新冠肺炎疫情，酒店，服务营销，康养餐饮，二十四节气，策略
研究
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MBA学位论文作者：曹峥
疫情后东方大酒店康养餐饮服务营销策略优化研究
RESARCH ON MARKETING STRATEGY FOR
HEALTHE AND CATERING SERVICE OF ORIENTAL
HOTELAFTER THE OUTBREAK OF THE PANDEMIC
Abstract
Hotel industry is an important sector of service economy in our country, in 2020
hotel industry was under serious impact of COVID-19 and the revenue has dropped
dramatically, especially for catering service. According to domestic survey data, from
January to July 2020 China’s catering service revenue is 1.8 trillion, dropping by
29.6% annually. With the effective control of the domestic pandemic in China, the
catering industry has been on the rise since the fourth quarter of 2020, in the long term
the trend remains optimistic that China’s catering industry will progress while
maintaining certain stability.
The pandemic has not only affected China’s catering service revenue but also has
dramatically changed the psychology of consumers who have experienced the impact
of the pandemic, consumer’s need has evolved from the basic safety and sanitation to
the fundamental need of health, which has become the mainstream of catering
industry development during the pandemic period.
The Oriental Hotel is a four-star business hotel located in Weifang City, since
2020 and under the impact of the COVID-19, the revenue of the hotel has dropped
sharply especially for the catering revenue. It is essential to make timely and all-round
adjustment and response according to the market, since traditional marketing strategy
of catering service is not able to meet the changed market and consumer needs under
the pandemic. While satisfying the prerequisite of safety and sanitation, catering
during the period of pandemic shall focus more on the study of health, to improve the
connotation and extension of catering service marketing and to respond to the catering
market via diversified competition.
The object of study in this treatise is Oriental Hotel, first, on the basis of the
study of service marketing theory and by using the method of data analysis and
interview, this treatise makes in-depth research and analysis of the problems and their
causes for the catering service marketing of the hotel； second, this treatise analyses
II

MBA学位论文作者：曹峥
疫情后东方大酒店康养餐饮服务营销策略优化研究
the macro environment under the pandemic through PEST analysis, by using method
of comparative analysis , this treatise analyses the competition environment of the
hotel, and analyses customer’s need of catering product under pandemic by
questionnaire method； and last, according to the seven aspects of marketing theory
this treatise makes dynamic integration of the Chinese 24 solar terms and health, and
finally formulates a novel healthy catering marketing strategy and its implementation
plan that focuses on the Chinese 24 solar terms； I hope this treatise can be useful to
accommodate the hotel to the changed market due to the pandemic and increase
catering revenue, to provide reference for the hotel to get out the business difficulties
as soon as possible, also for the reference of other hotels and the whole hotel industry
on marketing management.
Keywords: COVID-19， Hotel， Service Marketing， Healthy Catering，
Chinese 24 solar terms，Study of Strategy
III
。。。以下略