黄龙国际饭店的服务营销策略研究摘要服务营销，是一种通过关注顾客，进而提供服务，最终实现赢利的一种交换的营销手段。本文在分析服务营销的基本理论的基础上对黄龙国际饭店的服务营销策略进行研究，阐述了实施服务营销是我国旅馆饭店业开展服务的重要策略，分析了旅游饭店开展服务营销的必要性及重要性。通过对黄龙国际饭店的服务理念、服务质量、“7PS”等服务营销策略的研究，探讨其在服务质量、创新及差异化、个性化服务等方面存在的不足与问题。并对国内外的饭店业进行比较，从而提出一些改进和提高服务营销的若干对策。关键词：服务营销，旅馆饭店业，改进IAbstractServicemarketing,isabyfocusingoncustomers,andthustheprovisionofservices,andultimatelyaprofitableexchangeofmarketing.Basedontheanalysisofthebasictheoryofmarketingservices,basedontheHuanglongInternationalHoteloftheServiceMarketingStrategyStudy,describedtheimplementationofservicemarketingistocarryoutourhotelservices,hotelindustryanimportantstrategy,analysisoftouristhotelstocarryoutthenecessityandimportanceofservicesmarketing.HuanglongInternationalHotelbytheserviceconcept,servicequality,7PSservicemarketingstrategystudyofitsqualityofservice,innovationanddifferentiation,personalizationservicesandsoondeficienciesandproblems.Andtocomparethehotelindustryathomeandabroadtomakesomeimprovementsandanumberofmeasurestoimproveservicesmarketing.Keywords:Servicemarketing,hotelindustry,improveII目录黄龙国际饭店的服务营销策略研究...............................................................................................I摘要.................................................................................................................................................IAbstract...........................................................................................................................................II一、服务营销概述..........................................................................................................................1（一）服务营销的内涵、特征及过程...................................................................................1（二）旅游饭店开展服务营销的必要性...............................................................................1（三）饭店经营者实施服务营销的分析...............................................................................2二、黄龙国际饭店的服务营销策略...............................................................................................2（一）黄龙国际饭店简介.......................................................................................................2（二）7Ps在黄龙国际饭店的应用........................................................................................3（三）黄龙国际饭店开展服务营销的具体做法和成功经验...............................................8三、黄龙国际饭店在服务营销方面存在的问题...........................................................................9（一）我国饭店、旅馆行业服务营销与国外的差距...........................................................9（二）黄龙国际饭店在服务营销方面存在的问题.............................................................11四、提高黄龙国际饭店服务营销水平的建议.............................................................................11（一）产品和服务的创新.....................................................................................................11（二）突出服务产品的特色............................................
