上海汉庭酒店营销策略分析摘要：随着中国的改革开放和经济快速发展的不断深入，人民生活水平不断提高的同时，旅游业也得到了持续改善，也催生了一个服务行业，酒店业作为支柱产业，中国酒店业的迅速发展正面临着前所未有的发展机遇，如何使酒店，在经济全球化的今天天，能够满足消费者日益多样化的客户个性化需求，并在各国参加国际知名酒店的竞争，需要有效的营销管理的酒店：如何指导下的新的营销理念和新的营销工具，朝着更高级别的酒店，是一个值得每个酒店经理考虑的重要问题。从1978年发展到今天超过14,000星级酒店。经过近十年的发展高峰期，酒店业正进入一个成熟阶段，适应新的市场需求。在广泛的市场需求的新格式下经济型酒店红红火火的发展起来，并且也迎来了新的机遇和挑战。下一轮的发展的目标就是规模和品牌，这也是经济型酒店品牌发展的必然趋势，也是竞争的法宝。因此，在下一轮竞争中，与合适的产品，以确定一个合理的价格，服务营销的发展，整合营销渠道，有效的沟通，价值传递给消费者，在竞争中取胜的必要条件。准确定位目标市场，并抓住点播系统，由于在营销策略上的差异，是成功的关键。关键词：上海；汉庭；酒店营销；策略Abstract:WithChina'sreformandopeningupandrapideconomicdevelopmentinthedeepeningofpeople'slivingstandardscontinuetoimproveatthesametime,tourismhasalsobeenacontinuousimprovement,hasalsospawnedaserviceindustry,thehotelindustryasapillarindustry,China'shotelindustryisrapidlydevelopmentisfacedwithunprecedentedopportunitiesfordevelopment,howtomakethehotel,inthedaysofeconomicglobalizationtoday,tomeettheincreasinglydiverseconsumercustomersdemand,andcountriestoparticipateintheinternationallyrenownedhotelcompetition,theneedforeffectivemarketingmanagementHotels:thenewmarketingconceptsandhowtoguideanewmarketingtool,towardahigherlevelofthehotel,isaworthyoftheimportantissuestoconsiderineachhotelmanager.Developmentfrom1978totoday,morethan14,000starhotel.Afternearlyadecadeofdevelopmentofthepeak,thehotelindustryisenteringamaturestage,toadapttonewmarketdemands.Developmentofbudgethotelsunderthenewformatinawiderangeofmarketdemandisbooming,andusheredinnewopportunitiesandchallenges.Developmentobjectivesforthenextroundisthesizeandbrand,whichistheinevitabletrendofeconomicdevelopmentofhotelbrands,thecompetitionisalsoamagicweapon.So,thenextroundofcompetition,withtherightproduct,todetermineareasonableprice,servicemarketing,integratedmarketingchannels,effectivecommunication,thevaluepassedtoconsumers,anecessaryconditionforwininthecompetition.Accuratepositioningofthetargetmarket,andseizetheon-demandsystem,duetodifferencesinthemarketingstrategyisthekeytosuccess.Keywords:Shanghai;Hanting;hotelmarketing;strategy目录1前言...............................................................................................................................................22我国经济型酒店的发展历程以及改善........................................................................................32.1中国酒店行业的发展历史.................................................................................................32.2汉庭酒店的发展历程.........................................................................................................33汉庭快捷酒店环境分析................................................................................................................43.1汉庭酒店的营销环境.........................................................................................................43.2汉庭酒店的营销环境分析...............................................
