L 酒店营销策略研究 Research on Marketing Strategy of L Hotel 摘要当下中国经济高速发展，其中酒店业取得了显著的发展与进步。 中国的酒店行业竞争日益激烈，而消费者的个性化需求同时日益明显。 需要注意的是，酒店行业里产品的同质性仍然十分严重，在如今社会已难以完全满足消费者需求。随着计算机人工智能技术和物联网技术的飞速发展，在线渠道营销也已成为酒店营销策略的重要组成部分，越来越多客户依赖在线预订中心，这也让酒店需求量得到增长。本文结合了营销相关理论，首先研究了 Q 市 L 酒店营销的发展过程，组织结构和产品结构。 另外，本文将采取 SWOT 分析方法针对 L 酒店的宏观经济环境进行科学具体分析。此分析法会用于分析突出酒店的优劣势，外部机会和威胁，并由此为基本，针对当地市场环境并结合 L 酒店市场细分标准，明确酒店的定位，最后运用 4P 营销理论从产品，价格，渠道和促销四个方面提出营销策略和建议。关键词：酒店 营销策略 市场细分 4P 理论 SWOT 分析 AbstractAt present, China's economy is developing rapidly, and the hotel industry has achieved remarkable development and progress. The competition in the hotel industry in China is becoming increasingly fierce, while the personalized needs of consumers are becoming increasingly apparent. It should be noted that the homogeneity of products in the hotel industry is still very serious, and in today's society it is difficult to fully meet consumer demand. With the rapid development of computer artificial intelligence technology and the Internet of Things technology, online channel marketing has also become an important part of hotel marketing strategies. More and more customers rely on online booking centers, which also increases hotel demand.This article combines marketing-related theories, and firstly studies the development process, organization structure and product structure of L Hotel marketing in Q city. In addition, this article will adopt the SWOT analysis method to conduct a s...
