浅析启东先豪国际酒店的服务营销摘要：随着中国经济的迅速发展，人们的消费水平不断提升，消费者出去旅游变得越来越频繁，这样推动了酒店业的发展，同时酒店行业的竞争也日益加剧，因此酒店企业应该实行服务营销策略，以消费者为中心，提供优质的服务，提升顾客对酒店企业的满意程度。所以制定合理的服务营销策略对酒店提高在市场上的竞争力具有很大的意义。本文对启东先豪国际酒店的服务营销展开分析，首先阐述了服务营销的含义、服务营销的特点、服务营销组合7PS。然后介绍了启东先豪国际酒店的概况和它的微观环境、SWOT分析，再结合启东先豪国际酒店在服务营销中的现状发现了启东先豪国际酒店在服务营销中存在的问题：产品形式不变，需求无法满足；价格不符定位，酒店形象受损；渠道选择单一，潜在顾客流失；促销方式传统，竞争优势薄弱；过程缺乏互动，客户关系疏远；员工素质不佳，服务质量下降。最后针对问题提出意见：创新产品形式，满足顾客需求；改进定价策略，挽回酒店形象；增加渠道策略，激发潜在顾客；改良促销方式，突出酒店特色；加强双方互动，维护客户关系；强化员工培训，提高服务质量。启东先豪国际酒店可以根据以上提出的对策来提高市场占有率，吸引更多的消费者，在启东的酒店行业中取得竞争优势。关键词：启东先豪国际酒店；服务营销；问题BriefanalysisofqidongxianhaointernationalhotelservicemarketingAbstract:WiththerapiddevelopmentofChina'seconomy,people'sconsumptionlevelrising,consumerbecomesmoreandmorefrequenttravel,sothattopromotethedevelopmentofhotelindustryandatthesametimeinthehotelindustrycompetitionisalsoincreasing,sothehotelenterprisesshouldcarryoutservicemarketingstrategy,toconsumersasthecenter,toprovidehighqualityservice,improvecustomersatisfactionofhotelenterprises.Therefore,thedevelopmentofreasonableservicemarketingstrategyforthehoteltoimproveitscompetitivenessinthemarkethasagreatsignificance.Thispaperanalyzestheservicemarketingofqidongxianhaointernationalhotel,firstlyelaboratesthemeaningofservicemarketing,thecharacteristicsofservicemarketing,andtheservicemarketingmix7PS.Thenintroducedthegeneralsituationofqidongxianhaointernationalhotelanditsmicroenvironment,SWOTanalysis,andthencombinedwiththecurrentsituationofqidongxianhaointernationalhotelintheservicemarketing,foundthatqidongxianhaointernationalhotelintheservicemarketingproblems:productformunchanged,demandcannotbemet;Pricedoesnotmatchthepositioning,theimageofthehoteldamage;Singlechannelselectionleadstolossofpotentialcustomers;Traditionalpromotionmethods,weakcompetitiveadvantages;Lackofinteractionintheprocessandalienationofcustomerrelations;Employeequalityisnotgood,servicequalitydrops.Finally,someSuggestionsareputforwardtosolvetheproblems:innovateproductformstomeetcustomerneeds;Improvepricingstrategytorestoretheimageofthehotel;Increasechannelstrategytostimulatepotentialcustomers;Improvethepromotionmethods,highlightthecharacteristicsofthehotel;Strengthenmutualinteractionandmaintaincustomerrelationship;Strengthenstafftrainingandimproveservicequality.Qidongxianhaointernationalhotelcanimprovemarketshareaccordingtotheabovecountermeasures,attractmoreconsumers,qidonghotelindustryinthecompetitiveadvantage.Keywords:Qidongxianhaointernationalhotel;Servicemarketing;Problem目录摘要…………………………………………………………………(Ⅰ)Abstract……………………………………………………………(Ⅱ)一、服务营销的理论概述……………………………………………(1)（一）服务营销的含义……………………………………………(1)（二）服务营销的特点……………………………………………(1)（三）服务营销组合7ps………………...
