万豪集团的市场细分-和-目标市场定位-

Marketing ManagementThe Market Segmentation and Positioning Strategies of Marriot HotelSupervisor: Dr。 Lee Quinn COSUMER MARKEINGMANAGEMENT SCHOOLUNIVERSITY OF LIVERPOOLContent1。.........................................................................................Introduction32 。 .......................................................................................... Background 2 3. Segmentation Criteria of Hotel Industry and Marriott 4 3 。 1 Segmentation Criteria of Hotel Industry .................... 4 3 。 2 Segmentation Strategy of Marriott ................................ 5 4. Marriott and its SpringHill ......................................................... 7 4.1 Basic Information of SpringHill .......................................... 7 4 。 2 Positioning strategy of SpringHill .................................. 8 5 。 ............................................................................................. Conclusion 10 6 。 References ...................................................................................... 10 7. Appendixes ....................................................................................... 12 Appendix 1 ........................................................................................... 12 Appendix 2 ........................................................................................... 13 Appendix 3 ........................................................................................... 15 1. IntroductionThe benefits of market segmentation are widely recognized by practitioners and scholars. (Dibb ， 2001 ） The article mainly evaluates the market segmentation and positioning strategies of the Marriott hotel group by using case study strategies. Also, the article compares the marketing segmentation of different hotels brands ， such as Hilton...