北京理工大学珠海学院 2020 届本科生毕业论文OYO 连锁酒店营销策略研究OYO 连锁酒店营销策略研究摘要中国经济的高速发展，使得居民收入得到提高，催生出了多元化的消费需求，企业要想在市场中保留一个屹立不倒的位置，就要为满足消费者需求做出努力，而在酒店行业中，消费者拥有不同层次的需求，一个品牌无法做到满足各个层次消费者的需求，所以，企业要根据自身的实力结合自身优势和市场机会做好自身的市场定位，然后以定位为中心做好营销活动，给消费者一个独特的形象。本文首先对我国经济型连锁酒店行业的市场现状及发展趋势进行了概述，然后对OYO 连锁酒店进行了简介，对其所处的营销环境进行了阐述，并进行了 SWOT 分析。在此基础上，对 OYO 连锁酒店的市场定位战略和现行的营销组合策略进行分析，探讨了其营销中存在的主要问题，进而给出针对性的解决建议，以期能为 OYO 连锁酒店的发展提供参考和帮助。关键词：OYO 连锁酒店；轻加盟；有限服务型酒店；口碑促销；I北京理工大学珠海学院 2020 届本科生毕业论文Analysis of OYO hotel’s marketing strategy AbstractThe rapid development of China's economy, so that residents' income has been improved, resulting in a diversified consumer demand, enterprises in the market to maintain a standing position, it is necessary to meet consumer demand efforts, and in the hotel industry, consumers have different levels of demand, a brand can not meet the needs of consumers at all levels Therefore, enterprises should combine their own strengths and market opportunities to do their own market positioning, and then to position as the center to do a good job of marketing activities, to give consumers a unique image.This paper first gives an overview of the market situation and development trend of China's economic hotel chain industry, and then introduces the OYO hotel chain, expounds the marketing environment in which it is located, and analyzes SWOT. On this basis, the market positioning strategy of OYO hotel chain and the current marketi...
