河北科技大学学位论文原创性声明
本人郑重声明：所呈交的学位论文，是本人在导师的指导下，独立进行研究工
作所取得的成果。对本文的研究做出重要贡献的个人和集体，均已在文中以明确方
式标明。除文中已经注明引用的内容外，本论文不包含任何其他个人或集体已经发
表或撰写过的作品或成果。本人完全意识到本声明的法律结果由本人承担。
学位论文作者签名：
指导教师签名：
2022年12月18日
2022年12月19日
-----------------------------------------------------------------------------------------------------------
河北科技大学学位论文版权使用授权书
本学位论文作者完全了解学校有关保留、使用学位论文的规定，同意学校保留
并向国家有关部门或机构送交论文的复印件和电子版，允许论文被查阅和借阅。本
人授权河北科技大学可以将本学位论文的全部或部分内容编入有关数据库进行检
索，可以采用影印、缩印或扫描等复制手段保存和汇编本学位论文。
□24个月后公开，公开后适用本授权书。
本学位论文属于
?公开。
（请在以上方框内打“√”）
学位论文作者签名：
指导教师签名：
2022年12月18日
2022年 12月 19日
摘要
摘要
酒店营销就是为了满足客户的合理要求，为使酒店盈利而进行的一系列经营、
销售活动，营销的核心是围绕满足客人的合理要求，最终的目的是为酒店盈利。酒
店营销是市场营销的一种，也是酒店经营活动的重要组成部分。当下正是疫情形势
严峻的时期，酒店行业也遇到了不小的打击，再加上国家对于公款消费的限制，一
些酒店的发展也受到了影响。
本文以沙河市 J酒店为研究对象，首先，对近期国内外酒店行业市场营销策略
进行分析研究；其次，充分调研和分析目前酒店行业的宏观环境和微观环境，并运
用 STP理论进行市场定位；最后，运用 SWOT分析法对发展优势、劣势和外部的机
会和威胁进行全面分析。为了找到酒店营销策略存在的问题，本论文采用了问卷调
查的方法，通过收集顾客的信息来更深入地分析酒店营销策略中存在的问题，根据
7P营销策略理论，制定切实可行的营销策略来解决问题，同时，为了保障策略的有
效实施，制定了相应的保障措施。通过研究分析发现，产品销售伴随的服务，个性
化、人性化、多元化的营销对顾客的评价发挥关键性作用。
通过本文的研究方法，能让 J酒店意识到其存在的问题，促使酒店根据变化的
市场对营销策略进行相应的调整，结合本文提出的营销策略改进方法，有针对性的
加以运用，从而使酒店走出营销困境，提高竞争能力和服务能力。同时，也希望本
文的研究能对其它有相同问题的酒店起到借鉴作用。
关键词酒店营销；营销策略；7P理论；STP理论；SWOT分析法
I
Abstract
Abstract
Hotel marketing is a series of business and sales activities to meet the reasonable
requirements of customers and make the hotel profitable. The core of marketing is to meet
the reasonable requirements of customers, and the ultimate goal is to make profits for the
hotel. Hotel marketing is not only a kind of marketing, but also an important part of hotel
business activities. At present, the epidemic situation is severe. The hotel industry has also
suffered a great blow. In addition, the state's restrictions on public consumption have also
affected the development of some hotels.
This study takes J Hotel in Shahe City as the research object. First, it analyzes and
studies the recent domestic and foreign hotel industry marketing strategies; Secondly, fully
investigate and analyze the current macro and micro environment of the hotel industry,
and use STP theory for market positioning; Finally, SWOT analysis method is used to
comprehensively analyzethe developmentadvantages,disadvantages andexternal
opportunities and threats. In order to find out the problems existing in the hotel marketing
strategy, this studyuses the methodof questionnaire surveyto collect customer
information to further analyze the problems existing in the hotel marketing strategy.
According to the7P marketing strategytheory, practical marketing strategiesare
formulated to solve theproblems. At the same time, corresponding measuresare
formulated. Through research and analysis, it is found that customers need not only basic
needs such as accommodation and food, but also comprehensive needs such as food,
shopping, entertainment, information exchange and business activities. Among them, the
service accompanyingproduct salesand personalized,humanized anddiversified
marketing play a key role in customer evaluation.
Through the research method of this study, J hotel can be aware of its existing
problems, and make the hotel adjust its marketing strategy according to the changing
market. Combined with the marketing strategy improvement method proposed in this
study, it can be applied pertinently, so as to make the hotel get out of the marketing
difficulties and improve its competitiveness and service ability. At the same time, it is
hoped that this study can be used for reference to other hotels with the same problems.
KeywordsHotel marketing; Marketing strategy; 7P theory; STP theory; SWOT analysis
III