黑龙江大学硕士学位论文
Abstract
As tourism has become a well-off society people's better life rigid demand. During
the 13th Five-Year Plan period， the average person will travel more than 4 times. On
January 20， 2022，The State Council issued the 14th Five-Year Plan for Tourism
Development. During the 14th Five-Year Plan period， China will fully enter the era of
mass tourism. After the building of a moderately prosperous society in an all-round
way，people's tourism consumption demand will change from low-level to high-quality
and diversified， and from focusing on sightseeing to taking both sightseeing and
leisure vacation into consideration. The world is undergoing profound changes unseen
in a century. The international environment is grim and complex， and the far-reaching
impact of COVID-19 has significantly increased uncertainties in the global tourism
industry. China's development environment is also undergoing profound changes， and
the unbalanced and inadequate development of tourism is still a prominent problem.
Harbin city tourism affected by the epidemic in north China as a big， also directly
affect the hotel management， and raise opened several five-star hotel， Harbin new
industry competition is more and more incentive， hotel managers should not only
reduce cost， improve the quality of service， at the same time also should through the
market marketing strategy， widen the channels for the hotel and to create more profit
for the hotel. What better marketing strategy to take to create value for the hotel is the
ultimate purpose of this study.
This paper firstly introduces the research background， research significance and
purpose， domestic and foreign research review， analyzes the marketing status and
existing problems of Harbin S hotel， and adopts SWOT analysis， STP， 7Ps method
to solve the existing problems of hotel marketing at this stage. A systematic study of S
hotel's market segmentation， target market selection， market positioning， products，
prices and other marketing strategies. The existing problems are summarized and
corresponding improvement schemes and safeguard measures are put forward to form a
sustainable and innovative marketing strategy mechanism， create more profits for S
hotel and improve its competitiveness in the Harbin market.
Keywords：Hospitality; Marketing; Marketing Strategy
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目录
目录
中文摘要 ........................................................................................................................... I
Abstract.............................................................................................................................II
绪论 .................................................................................................................................. 1
一、研究的背景 ....................................................................................................... 1
二、研究目的及意义 ............................................................................................... 2
三、国内外研究现状 ............................................................................................... 3
四、研究内容和方法 ............................................................................................... 8
第一章理论基础 ............................................................................................................ 9
第一节酒店和市场营销理论概述 ......................................................................... 9
一、酒店及市场营销概念 ................................................................................ 9
二、市场营销基本理论（7Ps） .....................................................................11
三、STP理论 .................................................................................................. 12
第二节相关理论 ................................................................................................... 13
一、SWOT分析理论...................................................................................... 13
二、PEST分析理论........................................................................................ 14
本章小结 ................................................................................................................. 14
第二章 S酒店市场营销现状及问题分析................................................................... 15
第一节 S酒店介绍................................................................................................ 15
一、S酒店概况............................................................................................... 15
二、S酒店组织结构....................................................................................... 16
三、S酒店员工情况....................................................................................... 16
四、S酒店经营情况....................................................................................... 17
第二节 S酒店营销策略现状................................................................................ 18
一、S酒店市场定位....................................................................................... 18
二、S酒店的客户及消费情况分析............................................................... 19
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黑龙江大学硕士学位论文
三、S酒店营销策略分析............................................................................... 20
第三节 S酒店营销策略存在的问题及原因........................................................ 21
一、产品策略问题 .......................................................................................... 21
二、价格策略问题 .......................................................................................... 22
三、渠道策略问题 .......................................................................................... 24
四、促销策略问题 .......................................................................................... 25
五、人员策略问题 .......................................................................................... 27
六、有形展示策略问题 .................................................................................. 28
七、服务过程策略问题 .................................................................................. 29
本章小结 ................................................................................................................. 30
第三章 S酒店营销环境分析....................................................................................... 31
第一节 PEST分析................................................................................................. 31
一、政治因素 .................................................................................................. 31
二、经济因素 .................................................................................................. 32
三、社会因素 .................................................................................................. 32
四、科技因素 .................................................................................................. 33
五、其他因素 .................................................................................................. 34
第二节 SWOT分析............................................................................................... 34
一、优势 .......................................................................................................... 34
二、劣势 .......................................................................................................... 36
三、机会 .......................................................................................................... 37
四、威胁 ....................................................................