文档介绍：MBA学位论义作嚣:侄l¨J哲 Btl洒”itf销策略fIJ『究中文摘要 DD 087‘6 酒店、lk是新中国最早对外开放的行业,随着旅游、lk的蓬勃发展,我国酒店业将得到更大的发展机会。从20世纪80年代中后期丌始,诸多境外的酒店业品牌企业丌始进入中国。据国家旅游局统计,近年来,外资酒店每年的利润占我国酒店业总利润的绝大部分,而较多的国有酒店却举步维艰。并且随着竞争的加剧, 国有酒店将面临着更为严峻的局面。近年以来,广州酒店业市场格局发生了重大变化,竞争F1趋激烈。作为一家老牌星级酒店,BH酒店原本具备的优势已不复存在,酒店的生存发展面临巨大挑战。在激烈的竞争面前,BH酒店设备老化、管理落后等劣势同益暴露。在这种复杂的情况下,采取何种营销策略达到营销致胜,是一个非常值得研究的问题。基于理论与实际相结合的原则,本文首先分析了BH酒店的营销现状和问题;其次运用营销理论分析酒店的优劣势,得出其竞争战略和基本战略:接着对酒店目标市场进行细分,对BH酒店现有的目标市场进行评价并进行二次定位;最后提出了相应的营销组合策略。通过个案分析,本文希冀能够为我国酒店企业实施有效的营销战略及策略起到拾遗补缺的作用。关键词:酒店、营销策略、竞争 n 一◆ MBA学位论文作存:fEI"J哲广州BH汹J』ifY销策略研究 ABSTRACT Thehotelindustry isfirstindustryopening totheoutsideinChina,With thebooming of tourism,China’S hotelindustry isfacing greateropportunities the late80s in20thcentury,,a number offoreign hotelshavebeeninvesting tostatistics from theNational Tourism Administration,in recent years,the annualprofit offoreign hotel accounts formost part ofthe totalamount inChina,while state-owned hotelssuffer more petitionintensifies,state-owned hotels willfacemoreserious situation. In recent years,Guangzhou hotel industry has beenundergone great changes inmarket petition atraditional3-starhotelBH has no advantage andfaces atremendous thecontrary,its disadvantages suchasoldfashionedequipment, malmanagement,are increasinglyexposed petitors,Under thesesituation,thestudy on what marketing strategy forBH hotel tOfollow up on thetheprinciple bining theory topractice,the paperfirstlyanalyzes theBH hotelqurrent statusandproblems ofmarketing;Secondly using thetheory ofMichaelPorter,the petitive strategy and the other basicstrategies;Thirdly witllthetheory ofSTP'the author gives re·positioning todevelopment ofBH hotelFinally,es thecorresponding marketing mix tactics..The paper isexpected tObehelpful tOthedevelopment ofotherdomestic hotelsinChina. KeyWords:Hotel,Marketing petition 2’ 1 MBA学位论文作者:任I射哲广州BH酒肛√￥销策略研究目录一、绪论???????????????????1 (