本科毕业设计-浅析现代酒店营销管理—以远洋宾馆为例

ABSTRCATThe hotel industry as a sunrise industry in China an important part of the tourism industryinChina's economic construction, especially since the reform and opening up, play an important role in forward positions. Their external is an important window for China's hospitality, internal is the embodiment of the national standard of living, therefore, the hotel industry as the main aspects of trade in services was valued by other industries. Because of overheating investment and construction, resulting in some areas in China, significantly exceeded the number of hotel growth in consumer demand, leading to the hotel industry is becoming saturated in the region. In this paper, for the three ocean-going hotel marketing strategy, including green marketing, internal marketing, marketing strategy and market positioning 3. Combination of these three strategies, interaction, can improve the core competitiveness of the hotel industry to promote the vigorousdevelopment of China's hotel industry.Key Words: Green Marketing,Internal Marketing,Orientation引言但从 90 年代中后期开始，随着我国酒店业数量的急骤增加和国际国内经济形势的变化，酒店业整体经营效益出现了滑坡的态势。"走集约型进展之路"越来越成为酒店业界的共识，这要求酒店从单纯追求总量扩张、注重外延型进展向追求质量效益、强化内涵型进展的战略转变。现代酒店经营管理也已经从传统的经验型管理转向科学化管理。如今，我国酒店业逐渐向专业化、集团化、集约化经营管理迈进。但与世界旅游发达国家的酒店管理水平相比，仍然存在一定的差距，有许多问题需要改进。中外酒店经营之间的差别主要体现在营销战略上，国外酒店管理公司运用了最先进的营销管理理念和营销办法，取得了节节胜利，而很多国有酒店大多凭经验运作，困难重重。国有酒店如何走出困境，在很大的程度上是酒店是否重视营销观念、营销战略所决定的。1. 酒店市场营销的概念1．1 酒店市场营销的概念市场营销就是通过讨论商品供求规律和产销依存关系，来探究、追求企业生...